fine jewellery business needs a logo design

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This customer received 63 logo designs from 11 designers. They chose this logo design from smartsolutions as the winning design.
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Logo Design Brief
I am about to launch a line of fine jewellery I have created. I plan to start locally in London but I do not exclude to approach more international e-commerce platforms. At this initial stage I need a logo that I can use on business cards, electronic invitations for trunk shows/ events, e- commerce and in shop retail platforms and ultimately on a single "quick and dirty" webpage that at this stage I am planning to create using Wix. I don't have in mind a brand name or a Color scheme yet so I am open to suggestions.
The key message I would like to communicate is about jewellery
that is affordable ( not meaning cheap or for high street fashion
retails),that women can buy by themselves and wear it easily from day to night. These jewels are simple but beautifully made pieces
that are still classy but with a contemporary flavour.These jewels can be layered with classical jewels or can be wore as single jewels for quickly providing a "rock-chic " twist to any look. They are not bold or flashy but they stand out for their beauty, feminine and " blink- blink" look. They will result unique because each woman can combine and wear them in a different and personal way.
My target Market segment are women between 20 and 50 years old that love fashion, read fashion magazine and shop on electronicbfashion platforms.
I would like to include the word "lab" in my brand name as this
suggests craftsmanship. However, the reason is also because I am a scientist who has turned into jewellery design to follow a deep passion I always had in my "genes"!
What I mean is that my fine jewellery line stemms from some
creative skills I have in my genes.
Said that, I though that an idea for logo design could be to use the DNA molecule! Yes you got it right ......I told you I am a scientist!
Clearly this has to be redesigned as an abstract form embedding
jewellery elements.I appreciate this is a strange concept but I am happy to talk more about it.
Updates
Added Thursday, February 07, 2013
Target Market(s)
Women with strong taste for fashion and understanding of jewellerywellery
Industry/Entity Type
E-Commerce
Logo Text
Brand name,Fine jewellery, London
Logo styles of interest
Emblem Logo
Logo enclosed in a shape



Pictorial/Combination Logo
A real-world object (optional text)



Wordmark Logo
Word or name based logo (text only)


Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- something suggesting gold
Should not have
- Diamonds or other stones shapes