You know that feeling of opening your wardrobe, looking at that piece you've worn a thousand times, and thinking: "it's time for a change"?
Not because it's ugly, but because you're no longer the same person who bought it. You've grown, evolved, and gained experiences and new stories to tell.

Well, with us, it was exactly like that!

Lusijoia has a beautiful story. It was born with a clear purpose: to promote quality Portuguese jewellery, with INCM certification, with the Mint's seal, and with the guarantee that each piece is made to last. We built our identity around the values that have always guided us – tradition, transparency, trust, and a connection to national goldsmithing. And that, that hasn't changed. It will never change!

But times change. People change. And a brand that doesn't reinvent itself runs the risk of being left behind.

That's why, after a careful look at who we are and who we want to be, we decided to take a step forward. A bold step. We carried out a rebranding, including a redesign of our logo.

And before you think this is just another cosmetic change, we'll explain everything. Because what's behind this new look is a story that deserves to be told – and we, who love telling stories, will do so with our best smile.

Why change what was already good? (the million-euro question)

It makes perfect sense to ask: "If Lusijoia was already beautiful, already trustworthy, already recognised, why change the logo?"
The answer is simple: because what works today might not work tomorrow.

The world of jewellery is fascinating, but it's also relentless. New brands emerge every day. New audiences appear. Tastes change. And a brand that clings too tightly to the past risks becoming... outdated.

Take the example of Tous. In 2020, this Spanish brand (known for its teddy bear) underwent a complete rebranding. It changed its logo, changed its colours, changed the store experience. What did they say about the brand at the time? "It's not a change, it's an evolution. It's not a rebirth, it's a new phase in this century-old story."

And that's exactly what we're doing too.

We're not renouncing our past. We're honouring it, giving it a new look for the future. Lusijoia's new logo maintains the essence of what we've always been – the connection to Portuguese jewellery, certified quality, tradition – but presents itself in a more modern, more versatile way, more aligned with what our customers (yes, you!) tell us they're looking for.

The creative process (because it's not just drawing)

You might think that a rebranding is a simple thing. "Oh, it's just drawing a new symbol, choosing a nice colour, and it's done." We can tell you it's not that simple...
The redesign process involves more than that. It starts with a fundamental question: what story do we want to tell?
It's not about being beautiful. It's about being true!

That's exactly what the brand Monica Rich Kosann did when it decided to renew its image after 21 years. The designer, who started out as a photographer, wanted the new logo to reflect her origin: telling stories through portraits. The result was an Art Deco-inspired monogram that can be personalised with each customer's initials – because, as they say, "it's your story, not the brand's story".

At Lusijoia, the process was similar. We sat down (several times, with several mugs of coffee in hand) and asked ourselves: "What does Lusijoia represent?"

The answer came in layers:

  • Tradition – our connection to Portuguese jewellery, to INCM hallmarking, to 19.2K Portuguese gold
  • Transparency – the honesty with which we treat each customer, the guarantee of the pieces, and the official in-store valuation
  • Craftsmanship – filigree, manual work, made in Portugal
  • Modernity – the ability to look to the future without forgetting our roots

These four pillars guided the entire redesign process. Every line, every curve, every colour was designed to communicate these values.

The result? A logo that is simultaneously contemporary and timeless. A symbol that adapts to an online store, a physical window display, a jewellery box, a social media ad. A logo that is, above all, ours!

What changes (and what doesn't)

To avoid confusion, let's be clear.

What doesn't change:
✅ Our essence. We remain Lusijoia, the jewellery brand that values Portuguese gold certified by INCM.
✅ Our commitment to quality. The pieces still come with a guarantee and are made with the best materials.
✅ Our customer service. We continue to treat every customer with honesty, with closeness, and with a smile.
✅ Our passion for filigree and Portuguese jewellery. That doesn't change. It's honoured.

What changes

❌ The logo. A new design, more modern, more versatile, more adaptable to today's world.
❌ The colour palette. We're introducing tones that reflect our identity while maintaining the connection to gold and elegance.
❌ The visual experience across all touchpoints. From the website to physical stores, from boxes to packaging, everything is being aligned with the new image.
❌ The way we communicate. Even closer, even more direct, more "us"!

Is the logo important?

Good question. A logo isn't just a pretty design. It's the first impression a customer has of the brand. It's the gateway to everything the company represents.

In jewellery, that's even more crucial. Our pieces are often bought for special moments: a marriage proposal, a birthday, an achievement. Those who seek us out are looking for trust, quality, something that lasts.

The logo is the first step in that journey. It's what says: "You can trust us. We're serious. We're Portuguese. We're good at what we do."

And we want that first impression to be impeccable!

Does the customer benefit from this?

A fair question. The rebranding is beautiful, it's exciting, but ultimately – what changes for you and what do you gain from it?
The answer is: a better experience.

  • A more intuitive, more beautiful, and easier-to-navigate brand.
  • A more careful product presentation that values each piece.
  • Clearer communication, closer to you.
  • A shopping experience that starts on the website, goes through the packaging, and ends with the jewellery – and that is consistent at every step.

We're not selling you the same product with different wrapping. We're telling you: "We value your trust. And we're working to deserve it even more."

How we're applying the new look

Rebranding is a process, not an event. We didn't wake up one day and change everything at once. We're making a gradual, phased, careful transition.

Touchpoint What's changing When
Logo New design, more modern and more versatile ✅ Already available
Website Incorporating the new logo ✅ Already available
Packaging New boxes and bags aligned with the new identity ⏳ In implementation phase
Physical stores New visual elements, updated displays ⏳ From 2026 onwards
Social media New aesthetic, new language, more interaction ✅ Already underway
Communication Closer tone, more "us", more Lusijoia ✅ Already underway

 

Our commitment: continuing to be us, but better

The rebranding isn't an end point. It's a starting point. It's the way we found to say: "We're here. We're the same. But we're better."

We still sell Portuguese gold. We still promote Portuguese filigree. We still have a team that includes official Mint valuers. We're still Lusijoia!

But now, with a new look :)

And we hope this new look will make you feel even more at home.

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