Proposal
Partnership proposal · July 2026

Turning word of mouth into a brand people seek out.

A brand, website and content roadmap for Gems and Max: bespoke jewelry built around exceptional colored gemstones.

Prepared for
Gems and Max
By Pauline Ventura
PBV Agency, Amsterdam
Recap of our conversations
What I heard from you

A real craft, growing on word of mouth

Bespoke commissions are live and working
Engagement rings, push presents, collectors. Roughly ten pieces in eight months, all through referrals.
Colored gemstones at the center
Sourced by you in Bangkok, crafted in-house with a factory that supplies leading jewelers. Diamonds stay side stones.
A move to Europe and a bigger ambition
Building Gems and Max into a full private sales business, with a made to measure recycled gemstone line to follow later.
Social media comes in waves
No strategy behind it yet. The account should feel established and luxury: when someone is referred to you, the profile must confirm the recommendation.
What I bring

Luxury marketing, from the inside

Luxury and jewelry background
Three years at Bulgari on perfume, watches and digital, plus 15 years building brands across fashion, luxury and lifestyle.
Strategy and execution, one person
Brand, website and content thought through as one system, not three separate projects.
Trusted partners
Graphic and web designers I have worked with, quoted separately. You approve everything: I make the liaison and keep the project moving.
The opportunity
Why Gems and Max, why now

The space between the maison and the vanished village jeweler

Big houses feel intimidating, impersonal and opaque. The local jeweler who knew your family is disappearing. Buyers of meaningful pieces are left without a trusted guide.

Gems and Max is the bridge
Personal guidance, transparency and real gemstone expertise: from the mines to the auction house to the workshop. That is the brand.
Colored gemstones as the signature
While the market fights over diamonds, you own a rarer, more emotional territory: color, provenance and the story of each stone.
Every commission is a content gold mine
The brief, the stone, the making, the reveal. Your expertise answers the exact questions your clients are quietly asking. We just need a system to capture it.
Growth roadmap
The roadmap

Three phases, one brand

Phase 01
Brand foundations
Who is Gems and Max, what you stand for, how it looks and sounds. Brand guide plus visual identity with a partner designer. Everything else builds on this.
Phase 02
Website
The anchor of trust. Services, past commissions, your story and a journal that shows your expertise, findable on Google, working while you sleep.
Phase 03
Content strategy
Consistency over volume. Formats, rhythm and a capture checklist for every commission, so showing up becomes a routine instead of a wave.
Later chapters: launching the recycled gemstone made to measure line, paid advertising, email. And optional monthly support to keep the strategy on track, scoped together once the foundations are live. The phases are modular: pick where I add the most value.
Phase 1 · Brand foundations
Phase 01 · Brand foundations

Define who Gems and Max is

Brand questionnaire and working session
Values, story, positioning, tone of voice. Your brand, your brief: I help put words and structure on the world you are already building.
Brand guide
Positioning, messaging, audience and persona building, tone of voice and usage rules, in the spirit of the Velvet Pages brand guide.
Brand territories and designer briefing
Two or three creative directions (moodboards, keywords, tone) so we align together before design starts, and the designer receives a sharp brief.
Designer liaison and organisation
I work with a trusted partner design studio. We can also work with Danique if you liked her work on Velvet Pages, or any designer you prefer. I organise, gather quotes and keep the project moving: you approve everything.
PBV fee · strategy and brand guide
€2,900 to €4,900
excl. VAT · exact estimate confirmed together before we start
Visual identity design · separate estimate
Logo, color system and typography are quoted directly by the graphic designer once the scope is clear. I am happy to make the liaison and gather quotes for you.
Phase 2 · Website
Phase 02 · Website

An anchor that builds trust

Site structure and user journey
Services, past commissions, your story, contact. Built for someone who was just referred to you and is deciding whether to write.
Copywriting
In your tone of voice, from the brand guide.
Journal foundation
A home for your expertise: how to choose a stone, what separates a 5k from a 30k ruby. Content that earns trust and Google visibility.
Build, simple or bespoke
A clean site built by me on a simple platform, or a bespoke build with a partner web designer (separate estimate). Google Analytics installed either way, so you can see visits and where they come from.
PBV fee
from €2,900
excl. VAT · final estimate depends on complexity, features and how much copy I write
We scope this one together: what the site needs to achieve, which features matter, and whether a partner web designer joins for a bespoke build.
Phase 3 · Content strategy
Phase 03 · Content strategy

From waves to a rhythm you can hold

Benchmark and references
How comparable jewelers and luxury craft brands show up online: what works, what to avoid, where you can stand out.
Channel strategy
Which channel plays which role: website, journal, Instagram, email, and which platforms are worth exploring now or later (Pinterest, YouTube, TikTok, Reddit).
Content pillars and repeatable formats
Built on your expertise: stone stories, the making-of, client journeys, education. Every post with a strategy behind it.
Capture checklist for every commission
The brief, the stone, the process, the reveal: ten pieces of content per project, captured once, posted for months.
Posting rhythm and profile guidelines
A cadence that fits a full-time job, and an Instagram profile that looks established and luxury the moment a referral lands on it.
Three-month launch calendar and handover
A concrete first calendar plus a handover working session, so the rhythm can run without me.
PBV fee
€4,900
excl. VAT
This is where my day-to-day expertise adds the most value. Afterwards, optional monthly support is available to keep the strategy on track: we scope it together once the foundations are live.
Timeline
Indicative timeline

The full journey, at a steady pace

Milestone Meeting / check-in Work phase Partner work
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
W14
W15
W16
Kick-off
✍️
Brand questionnaire + working session
💬
Brand strategy and guide
Visual identity (partner designer)
Check-in: brand direction
💬
Website structure and copy
Website build
Website live
▶
Content strategy
First 3-month calendar delivered
🎉
Handover working session
💬
Kick-off
Week 1
Brand questionnaire + working session
Weeks 1 to 2
Brand strategy and guide
Weeks 2 to 5
Visual identity (partner designer)
Weeks 4 to 8, in parallel
Check-in: brand direction
Week 5
Website structure and copy
Weeks 7 to 9
Website build
Weeks 10 to 11
Website live
Week 12
Content strategy
Weeks 11 to 13
First 3-month calendar delivered
Week 14
Handover working session
Weeks 14 to 15
Phases are modular and can run one at a time: this timeline can stretch or compress around your schedule and approval speed.
How we work
How we work

Simple, honest, modular

💬
Communication
Email and WhatsApp, with calls when a decision needs a conversation. Time zones are not a problem, Bangkok included.
🧩
Pick and choose
Each phase stands on its own. Take all three, or only the ones where I add the most value: no hard feelings either way.
🤝
Partners, transparently
Designers and developers quote separately and you approve every estimate. I brief, liaise and keep the project moving.
📅
Approval flows
Shared Google Docs, clear deadlines, one revision round per deliverable.
🌱
It starts from you
Gems and Max stays your brand. Your values, your references, your taste: I organize, sharpen and translate them into a system.
🔑
You own everything
Brand guide, website, accounts, calendars and source files are delivered to you and belong to Gems and Max.
Let's begin
Next steps

Three small steps to get going

1
Review this proposal and note your questions.
2
Pick the phases you want: we refine the estimate together based on your choices.
3
Kick off with the brand questionnaire.
While you decide
Start saving references you love.
A brand whose look you admire, an account whose copy feels right, a video style that resonates. It does not need to be jewelry. Save them on Instagram: they become the raw material for your brand questionnaire.
And take what is useful, leave what is not. The roadmap is yours either way.
About PBV Agency
Why PBV

A boutique agency
for brands with a soul

15+ years of marketing expertise
Across luxury, fashion, hospitality and lifestyle.
You get the founder, always
No juniors, no handoffs.
Strategy and execution, under one roof
From brand definition to the post that goes out on Tuesday.
Amsterdam-based, European mindset
Close to your future market.
A trusted network, when you need it
Designers, developers and creators, briefed and coordinated by me.
Get in touch
Email
pauline@pbvagency.com
Website
pbvagency.com
Based in
Amsterdam, the Netherlands
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