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日期 01.02.2016

Uncoventional jewelry: the Power of Emotions

Master in Luxury Brand Management in partnership with DoDo – September 2016

scholarship competition

Unconventional jewelry: the Power of Emotions

The trends that have unfolded in the Fashion sector are affecting the jewelry sector: internationalization and consolidation of players; growth of branded products as a means of self-expression and self-realization, increase in online sales, and “hybrid” consumption, with consumers mixing high and low price points. Jewelry, which used to be almost exclusively a gift purchase, is becoming a self-gratification purchase and a way to express one’s personality, like any other accessory.

Dodo is a brand that epitomizes creative freedom, a strong trait which the brand inherits from Pomellato. The Dodo story began two decades ago, when Italian jewelry brand Pomellato had the ingenious idea of expanding its range, using just one gram of gold to conquer younger generations. With the same style imprinting and creative freedom that has always distinguished the Italian Maison, Pomellato created Dodo “talking” animal charms.

Dodo is a brand that embraces the ‘Happy attitude philosophy’ creating jewels with a sentimental value. Each charm comes with a special message of love, friendship or gratitude. The Dodo project was revolutionary as it introduced a new, strongly emotional component in a fairly traditional and conservative jewelry universe.

Italy now represents the strongest market for the brand which strategic objective is to further expand on international markets.


Dodo is the first jewelry brand proposing animal charms with a meaning. Each charm comes with a specific message, this gives freedom to the customers to create their own composition (for themselves or to make a special present), a unique jewel that talks about their own story.

The initial challenge of the brand was to create a jewel with only 1 gram of gold to reach out to a wider, younger audience with an accessible price. Nowadays, Dodo is composed by a very balanced offer, starting from 9kt rose gold charms and arriving to precious and semi-precious stones, maintaining always the high quality, craftsmanship and Italian design heritage that characterize the brand.

Candidates will conduct an accurate analysis of Dodo existing values and brand assets. They will then assess the best practices developed by competitors, in terms of their brand development strategy and communication strategy, in particular for those competitors present in France and Germany, such as, but not limited to, Tiffany, Dinh Van, Aurelie Bidermann, Thomas Sabo, Ole Lynggaard… Based on their findings, candidates are asked to propose a disruptive brand development plan complete of creative storytelling and marketing proposals, as well as a communication plan.

The capability to base their recommendations on strong and factual insights, the consistency between the project elements and Dodo’s values and identity and the creativity of proposals will all be considered fundamental
elements for the assessment of the project.


The works must be mailed to Domus Academy by and not later than April 15th 2016.
Candidates will be informed about the results of the competition by e-mail on May 5th 2016.

Entry Delivery

Projects in digital format must be uploaded clicking the button below:


or sent by e-mail to:

Paper works must be sent to:

Domus Academy
Unconentional jewelry: the Power of Emotions
Master Program in Luxury Brand Management
Via Carlo Darwin, 20 – 20143 Milan – Italy


• One scholarship covering 60% of the total tuition fee of the Master Program
• One scholarship covering 50% of the total tuition fee of the Master Program
• One scholarship covering 40% of the total tuition fee of the Master Program
• Two special mentions covering 20% of the total tuition fee of the Master Program


Projects will be selected and evaluated by the Faculty of the Master in Luxury Brand Management, the Domus Academy Fashion School and Angela Za, Marketing Manager of the brand Dodo.


Download the detailed announcement by clicking the button below: