An iconic Western Australian business, The Perth Mint is not only a tourist destination, but a luxury retail space. Home to some of the world’s most exclusive high-jewellery – the Perth Mint engaged Detail to assist with raising awareness for its retail division.
In the first project with the Mint, Detail worked to deliver a jewels exhibition that showcased Rio Tinto’s $6 million Argyle Romantica™ ring. This would be its first public showing in WA, alongside a host of other significant jewels in a spectacular month-long exhibition.
Handcrafted with 3.42 carats of rare pink, red and blue diamonds from the iconic Argyle Mine in Western Australia, the ring is the first significant Argyle Pink Diamonds™ piece produced since the closure of the mine.
On display and for sale for the very first time in Western Australia, the ring was displayed alongside more than 80 other unique pieces. Featured styles included fancy-coloured diamonds, rubies and emeralds, as well as highly collectable coins and bespoke sapphire adornments, all of which were available for purchase.
As part of this exhibition, Detail worked on a marketing program that included a campaign photoshoot, creative direction, and the full rollout of printed, digital, and outdoor collateral. The result was a stunning creative campaign, unlike anything the Perth Mint had produced before.
Detail continues to work with The Perth Mint on their luxury projects.