Tuisa
We decided what a new fine jewellery house in Kathmandu stands for, then wrote and built the website that brings people into its boutique.
- Client
- Tuisa, fine jewellery, Kathmandu
- Our role
- Positioning, website copy and build
- When
- 2026. Website live since August
The brief
Tuisa is a new jewellery house in Kathmandu that works in lab-grown diamonds. It was founded by a family of Chitrakars, painters and photographers whose line goes back nearly six centuries.
It needed to decide what it stood for, and to find a way to earn trust for an expensive purchase, before spending anything on advertising.
What we saw
The category offers three ready-made positions, and each one is a losing argument.
Lead with lab-grown and the brand becomes a debate about carat and price, against whoever is cheaper. Heritage on its own reads as traditional: bought for a wedding, worn once, kept in a locker. Modern design on its own is easy to copy.
What we did
Decided what Tuisa stands for: contemporary heritage
Heritage gives someone a reason to keep a piece. Contemporary design gives them a reason to wear it. We used the pair as a test for what gets made: a piece has to work with a sari and with a dress, on a working day and at an occasion.
Built the story on one painting
The motifs come from a single eighteenth-century family painting of a mother and daughter. Its foliage and vines became the patterns used across the brand.
Wrote and built the website
Three pages: Home, Our Story and Visit Us. There is no online shop. The site exists to bring someone into the Kathmandu boutique, so every page leads to booking an appointment.
Put trust ahead of advertising
Fine jewellery is a large purchase, and people do not make it from an advertisement for a brand they have never heard of. The plan starts with the founder’s story, a boutique people can walk into, and teaching buyers what they are looking at.
