Issuu

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