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The Backstory

Established in 1979 in Antwerp by Freddy Nassima, Royal Gem has long been a quiet force in the global diamond industry, known for exceptional craftsmanship, discretion, and heritage. With decades of presence in New York, Hong Kong, Antwerp and Tel Aviv, the brand has shaped a reputation rooted in timeless perfection.But online, none of that legacy showed. The existing website and brand identity felt generic, missing the depth, mystique, and refinement that defined the company behind the scenes.But before opening their doors, they needed everything — name, identity, voice, site, strategy. A complete brand experience, built from scratch.

Our Approach

We started by crafting a refined brand system anchored in contrast, minimalism, and subtle elegance. The aesthetic took cues from high fashion editorials and art books: deep blacks, sharp type, and restrained use of imagery to create space for intrigue.The website was designed as a digital showroom — immersive, atmospheric, and calm. Key focuses included:A restructured site architecture that surfaced legacy and craftsmanship

Rich, cinematic imagery and video to communicate quality and care

Custom layouts for collections and stories to build brand depth

A responsive experience that preserved visual integrity across devices

A development approach focused on precision and performance

Every detail was intentional — from hover states to typography — creating a sense of luxury not through excess, but through discipline.

The Result

The final brand and website now reflect what Royal Gem has always been: world-class, storied, and quietly powerful.A premium digital experience aligned with the brand’s true identity

A foundation for deeper storytelling and long-term growth

Positive internal and client response, affirming its elevated new presence

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“Working with Lum_Lab was a great experience. They understood not only our deep-rooted heritage but also the nuances of the luxury diamond industry. Their ability to translate this into a refined brand identity and a distinguished digital presence was truly remarkable. The team’s attention to detail, sophistication, and deep understanding of our high-end clientele resulted in a brand that embodies exclusivity, discretion, and timeless excellence.”
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— Ben Barnatz, Director of Royal Gem

FAQ

How much do your services typically cost?

We work with hourly rates, usually around $80 per hour, depending on the scope of work and the size of the project. This pricing model ensures you only pay for the services you need, making our solutions both flexible and cost-effective.

How long does a project usually take?

It depends on the project, but thanks to our experience with early-stage startups and operating as a one-person team, we have developed very speedy yet efficient methods. Sales materials, blog posts, and other content materials can often be completed within a day, while other projects may take a few days to a week. We ensure clear milestones and a timeline that respects your urgency, without ever compromising on the quality.

What industries do you specialize in?

We have extensive experience across various industries, including media tech, fintech, hotel tech, art tech, chemtech and many more. Our diverse background allows us to adapt our strategies and execution to meet the unique needs of different sectors.

Do you offer long-term contracts?

No, we specialize in on-demand marketing services with no retainers or long-term commitments. This allows you to scale our involvement up or down based on your needs, ensuring flexibility and cost efficiency.

Can you help with both strategy and execution?

Absolutely. Unlike many consultants who only provide strategies, we offer hands-on execution to ensure that our plans are effectively implemented. This combination guarantees that you get practical results, not just theoretical advice.

How do you handle urgent projects?

We understand that startups often face tight deadlines. Our experience with fast-paced environments allows us to manage urgent projects efficiently. We provide quick turnarounds while maintaining high quality, ensuring your needs are met promptly.

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