The Evolution of Suhaa Schmitz
Brand & Audience Alignment
Mission
To boldly center Africa through one-of-a-kind jewelry that tells our stories, celebrates our heritage, and empowers the women who create it.
Vision
To become a globally recognized African jewelry brand that uplifts women artisans and redefines beauty through bold, heritage-rooted design.
Core Values
Cultural Pride – Our African heritage is our creative foundation.
Empowerment – Supporting women who are often overlooked.
Individuality – No two pieces—or stories—are the same.
Boldness – Loud, proud, and unapologetically African.
Excellence – From craftsmanship to visual storytelling.
Project Goals & KPIs
Quarterly Creative Strategy | Suhaa Schmitz
Core Intention: To Be Seen.
This quarter, our mission is simple yet powerful: Amplify brand visibility. We’ll align all creative output with this desire—ensuring every piece of content not only catches the eye but deepens connection with Suhaa Schmitz’s audience.
Key Focus Areas
1. Increased Visibility
∙ Expand brand reach across key platforms (Instagram, TikTok, Pinterest, etc.)
∙ Attract new followers and potential customers through bold, thumb-stopping content
2. Clear Visual Storytelling
∙ Showcase Suhaa Schmitz’s layered offering:
– Ready-to-Wear
– Custom Pieces
– One-of-a-Kind Collectibles
∙ Translate the in-store ‘cornered experience’ into digital storytelling
∙ Curate online content that mirrors the richness, intention, and beauty of the physical store layout
3. Quarter-Long Content Use
∙ Produce high-impact visuals with long shelf life
∙ Design assets that can be repurposed across multiple formats (posts, stories, ads, reels, lookbooks)
∙ Sustain relevance and consistency over a 3-month period
4. Emotional Connection
∙ Inspire a sense of awe, pride, and rooted beauty in African craftsmanship
∙ Highlight the empowerment of women behind the brand’s artistry
∙ Celebrate African heritage through modern, elevated storytelling
5. Strategic Measurement
∙ Collaborate with the internal team (e.g. Cedric) to define success metrics
Establish KPIs to track:
– Reach
– Engagement
– Follower growth
– Content performance per format
Audience & Emotional Alignment
This section defines the heart of our storytelling: – Who we’re speaking to – What we want our them to feel – How we want to be perceived
It becomes our North Star—a creative compass for every decision moving forward.
From visuals and captions to photoshoots and partnerships, every touchpoint must anchor back to this alignment.
It’s not just about consistency—it’s about protecting the soul of the brand as it evolves. This clarity ensures that as we grow, we don’t dilute who we are. We deepen it.
Who We’re Speaking To
Primary Audience Insight
“I don’t want someone to look at the brand and think it’s for rich people.” - Suhaa Schmitz
This is a conscious and powerful stance. Suhaa Schmitz isn’t about exclusivity through wealth. We’re building a brand grounded in artistry, individuality, and culture. Our audience seeks beauty with meaning and style with soul—not mass appeal.
Audience Snapshot
We’re speaking to the:
∙ Young African fashionista
∙ Bold, expressive, and deeply connected to their roots
∙ Drawn to quiet luxury that feels powerful
∙ Seeking fashion that reflects identity, intention, and story
They are:
∙ Urban and style-forward
∙ Devoted to originality and craftsmanship
∙ Choosing locally made, culturally rooted fashion over mainstream luxury
∙ Regulars at pop-ups, fashion markets, and curated experiences
∙ Following our journey—even if quietly—on Instagram
∙ Current Client Insights
We’re already resonating with people who:
∙ Engage with us at markets, events, and brand pop-ups
∙ Associate Suhaa Schmitz with one-of-a-kind, custom-made pieces
∙ Understand the brand as a curated space, made of distinct corners: - Ready-to-Wear | Custom | Exclusive designs
∙ Trust our commitment to craftsmanship and authenticity
Emotional & Visual Impact
Emotions We Aim to Inspire
Through every piece of content, we aim to evoke:
∙ Awe in African creativity
∙ Confidence in cultural identity
∙ A feeling of freedom and self-expression
∙ Deep appreciation for craftsmanship
∙ Emotional magnetism that makes them say: “I need this piece—this energy—this story.”
These emotions form our creative blueprint—they shape:
∙ Our colour story
∙ Our styling and visual direction
∙ Our narratives and captions
∙ Our collaborations and partnerships
Brand Positioning
Suhaa Schmitz is not just jewelry — it’s wearable heritage.
Together, we’re building a brand that stands as a creative rebellion against mass production, rooted in artistry, culture, and intention. Each piece celebrates irregularity and uniqueness, handcrafted by women artisans across East Africa who are often overlooked in traditional markets.
Now, with a global lens, we’re expanding internationally—through e-commerce and storytelling-driven content that captures hearts and honors our roots.
Tone, Mood & Personality
The voice of Suhaa Schmitz is:
Grounded
Artistic
Brave
Bold
Culturally Aware
Sophisticated
Inclusive
Empowering
Authentic
Unapologetically African
Together, we’re channeling a confident, layered, and elegant mood—evoking the richness of tradition while embracing modern creative expression. Every word, visual, and interaction should feel intentional and soul-stirring.
Brand Perception Goals
We want the world to know Suhaa Schmitz as a brand that:
∙ Screams Africa in the most bold and beautiful way
∙ Empowers women and champions local talent
∙ Bridges modernity with heritage through every design
∙ Balances classic elegance with daring individuality
∙ Serves as a living memorial to the creative journey since 2016
∙ Radiates that “I want that in every color!” energy
Creative Essence
Africa. Heritage. Modernity. Local. Global.
We’re grounded in story, rich in legacy, and expansive in vision. Together, we’re curating something that’s:
∙ Creative
∙ Grounded
∙ Luxe
∙ Intentional
∙ Fierce
MOVING FORWARD
What’s Working Already
∙ Bold, distinctive designs rooted in African visual identity—pieces that make a statement without saying a word
∙ Authentic expressions of heritage that feel fresh, intentional, and never forced
∙ A recognizable aesthetic—our community knows a Suhaa piece the moment they see it
Strategic Content Pillars
Each content pillar is aligned with our goals of increasing visibility, building emotional connection, driving conversion, and nurturing community. We also map each concept to the emotions we want to evoke and how we want Suhaa Schmitz to be perceived.
1. Creative Spotlight – “Meet the Makers”
∙ Strategic Focus: Visibility / Community
∙ Emotional Impact: Pride in African craftsmanship, Connection, Respect for process
∙ Brand Presence: Grounded, Inclusive, Empowering
∙ Purpose: Humanize the brand through storytelling that celebrates the hands behind the beauty.
2. Jewelry as Self-Expression – “Women Wearing Suhaa!”
∙ Strategic Focus: Visibility / Connection / Community / Conversion
∙ Emotional Impact: Confidence, Belonging, Freedom, Style with soul
∙ Brand Presence: Bold, Authentic, Culturally Aware
∙ Purpose: Show real women embodying the brand, building desire through relatability and individuality.
3. Styling Tips – “Suhaa on the Go!”
∙ Strategic Focus: Conversion
∙ Emotional Impact: Empowerment, Ease, Elegance
∙ Brand Presence: Sophisticated, Brave, Intentional
∙ Purpose: Inspire purchases by showing how Suhaa can be styled effortlessly for everyday and elevated looks.
4. Behind the Scenes – “The Power of the Process!”
∙ Strategic Focus: Community / Connection
∙ Emotional Impact: Awe, Appreciation, Curiosity
∙ Brand Presence: Artistic, Grounded, Authentic
∙ Purpose: Build intimacy and trust by showcasing the care, creativity, and labor behind the jewelry.
5. Catalogue Images – “Suhaa’s Luxe Lineup”
∙ Strategic Focus: Conversion
∙ Emotional Impact: Desire, Aspiration, Clarity
∙ Brand Presence: Luxe, Intentional, Creative
∙ Purpose: Offer high-converting, versatile product visuals that speak directly to buyers across platforms.
6. Editorial Campaigns – “Africa’s Past Meets the Future”
∙ Strategic Focus: Conversion
∙ Emotional Impact: Inspiration, Heritage pride, Wonder
∙ Brand Presence: Unapologetically African, Fierce, Visionary
∙ Purpose: Elevate the brand with storytelling visuals that fuse culture with contemporary edge.
The Visuals
Visuals
The Style Set -
one - Crafted Realms
Framed & Adorned -
The Suhaa Sovereign
Mood Suhaa in the World
- Luxe in Landscape
Product and Catalogue
Catalogue Shots
Mood Plain Product
Product shots
Adorned
Mood Luxe in Landscape
Social Media
Curation
Social Media Campaign Image Releases
Month 1: The Reveal Journey
Week 1: The Big Reveal
→ Launch Hero Editorials + Key Campaign Visuals
→ Use intrigue, countdowns, and teaser Reels
Week 3: Made With Meaning
→ Dive into process, cultural storytelling, and craftsmanship
→ Product closeups, creation stories, and “why it matters”
Week 2: Meet the Team
→ Humanize the brand by spotlighting artisans & collaborators
→ Show personality behind the pieces (BTS, interviews, short-form Reels)
Week 4: Styled by You
→ UGC or styled editorial shots + influencer features
→ Drive connection and conversion with styling tips
Month 2 & Month 3 Themes
(Co-create these with the team based on launches, campaigns, or cultural dates)
Examples:
Month 2 Theme: Adornment as Power
→ Focus on Suhaa jewelry as modern-day armor, a form of self-expression and pride
→ Include community voices, styled looks, and affirming copy
Month 3 Theme: Craft & Culture
→ Zoom in on technique, materials (e.g., Kazuri beads), artisan stories
→ Position the brand as a keeper of heritage and creativity
