Tomei Group's Le Lumiere sparkles anew with story-driven relaunch

Malaysia’s premier diamond and jewellery brand, Le Lumiere, is aiming to capture the hearts of a younger generation with its latest relaunch, and it’s doing so with a fresh narrative approach.

The brand has appointed THE SHOUT GROUP/FCB SHOUT as its creative agency to lead the relaunch campaign following a competitive pitch, marking a pivotal moment in its evolution from traditional luxury to emotionally resonant storytelling.

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The new campaign, "Every sparkle tells a story", shifts the focus from mere aesthetic appeal to the personal meaning behind each diamond. Instead of simply showcasing the stones, the campaign positions jewellery as a living narrative that celebrates milestones, memories, and moments in its wearer’s life. 

Central to the campaign are two films titled "This is my finally-got-my-PHD necklace", and "This is my first-solo-violin-performance ring", bringing the concept of emotional storytelling to life by showing how every Le Lumiere sparkle becomes a symbol of a life well-lived.

Lam Kok Wah, head of marketing at Tomei Consolidated, said the approach balances legacy and modern relevance: “Today’s consumers often view diamond jewellery with a level of indifference that didn’t exist before. To stay relevant, we needed to go beyond showcasing shiny stones and start telling stories that resonate. FCB SHOUT understood that deeply.”

Syahriza Badron, managing director of FCB SHOUT, added, “We saw an opportunity to shift the brand from being product-led to story-led—from just being about diamonds, to being about the lives they represent. Revitalising a legacy brand like Le Lumiere doesn’t happen every day, and it’s been a creatively rewarding journey.”

Earlier this month, jewellery brand Cartier placed its iconic panther back in the spotlight with a new international campaign that blends heritage and contemporary flair. Done in collaboration with WPP Media, the campaign’s global rollout spans locations including Paris, New York, London, Shanghai, Seoul, and Las Vegas, where monumental displays aim to capture attention and spark imagination.

Cartier has also partnered with publications such as the New York Times and Financial Times, with the latter breaking its 132-year tradition by adapting its signature salmon paper for a one-off over-cover.

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