The Challenge

As relationships and rituals evolve, so do the ways we document and express them. A jewellery brand rooted in timeless romance wanted to understand: How do modern couples imagine love, togetherness, and memory today?

Can we go beyond life-stage segmentation and decode the visual language of intimacy—across platforms, photographs, and cultural scripts?

Our Approach

We pioneered a cultural insight method called Stockography—merging data science and visual ethnography. The approach blended:

• Search data from stock platforms, tracing what couples look for when visualizing love, milestones, or modern rituals

• In-depth interviews unpacking personal image libraries and couple photo albums—from selfies to wedding shoots

• Semiotic decoding of how romance, permanence, and celebration are visually performed today

What made it unique:

• Positioned couple imagery not as content, but as cultural storytelling—what love looks like now

• Mapped shifts in how time is marked: linear anniversaries vs spontaneous, lived moments

• Opened up new meaning systems for jewellery—not as tradition alone, but as emotion made visible

The Impact

The study uncovered how love is being re-authored visually—through irony, imperfection, mutual play, and shared becoming. It revealed a new rhythm of romance that values presence over permanence, expression over ritual.

These insights are now shaping how the brand reimagines storytelling, collection design, and the symbolic weight its jewellery can carry in a world of evolving couplehood.