Popley & Sons Jewellers Private Limited

LEAVING CHILDHOODS BEHIND

Imagine summer holidays spent in abandon, jumping from tree to tree, savouring the fruits of the season, scraping knees, pointing your feet up at the sky in makeshift swings.

Now, imagine being a girl and not being able to do all that.

Society puts too much pressure on girls to ‘grow up’ faster, shoulder responsibilities of home and hearth and let go of the inner child. Not all women experience childhood as they should, leaving an unfulfilled wish somewhere deep in their mind

GIRL TO WOMAN, BACK TO GIRL?

On Women’s Day, we helped Popley recreate exactly that – the experience of fearless, curious childhood that women left behind.

And what else depicts that but the simple swing!

BACK TO BASICS, AND SIMPLICITY

GA 12-foot ring-shaped swing right at the entrance enticed everyone who walked in to let go, to be a child once again. The installation was fashioned out of a metal structure with a sturdy base weight that helped to maintain stability. Foam cladding was done on the outer surface which was coloured a shimmering gold, with a huge acrylic diamond resting on top. LED lights illuminated the diamond from the inside, giving it a glowing appearance. This was supported by a series of customized paintings in the store celebrating womanhood.

SWINGING BACK TO CAREFREE TIMES

The installation represented abandon and inspired being one with the child inside, a feeling that resonated with every woman who sat on the swing, took selfies, shared the experience with friends and family. It generated organic social media engagement, with influencers teeming to relive their childhood. A social media campaign supported the brand’s efforts.

Through this experience, we helped Popley become an enabler, someone who understood women and their challenges, and literally elevated them to go back to their carefree days.