THE SHOUT GROUP/FCB SHOUT brings ‘Every Sparkle Tells a Story’ narrative to Le Lumiere

THE SHOUT GROUP/FCB SHOUT has officially been appointed the creative agency for Le Lumiere, a renowned diamond jewellery brand under the Tomei consolidated umbrella, following a competitive pitch for the brand’s relaunch campaign.

Known for its meticulous design, exceptional quality and craftsmanship that captures light in every facet, Le Lumiere has long been a trusted name for discerning jewellery buyers. But as the diamond category shifts with evolving consumer behaviour, the brand is setting its sights on a younger, more emotionally driven generation.

To mark this evolution, FCB SHOUT created ‘Every Sparkle Tells A Story’. Rather than focusing solely on the aesthetic appeal of diamond jewellery – a norm for the industry – the campaign instead gives each piece emotional depth and personal meaning, transforming jewellery from a static luxury item into a living narrative that celebrates the moments, milestones and memories of its wearer, sparking fresh interest among modern consumers.

Lam Kok Wah, Head of Group Marketing of Tomei Consolidated Berhad, said: “It’s truly an exciting time for Le Lumiere. We see this as more than just a relaunch, it’s a reimagining of what the brand can mean in today’s world. Today’s consumers often view diamond jewellery with a level of indifference that didn’t exist before. To stay relevant, we needed to go beyond showcasing shiny stones and start telling stories that resonate. FCB SHOUT understood that deeply. Their proposal captured the emotional richness we were looking for, something that could genuinely connect with the younger audience while also being respectful of our brand’s legacy and existing customer base. It struck a beautiful balance between evolution and continuity, which is exactly what we needed.”

The campaign marks the beginning of a wider brand transformation, one that includes a refreshed visual identity system – modern, refined and purposefully crafted to reflect the shift from traditional luxury to meaningful elegance. The visual language incorporates softer palettes, sophisticated typography and a more editorial and youthful photographic style to appeal to contemporary sensibilities.

At the heart of the campaign is a soon-to-be-launched brand film that brings the brand idea to life through an emotionally-driven narrative, showing how every Le Lumiere sparkle becomes a symbol of a life well-lived and moments worth remembering.

Syahriza Badron, Managing Director of FCB SHOUT, added: “Working with Le Lumiere has been a creatively enriching experience. There’s so much untapped potential in the brand, and we saw an opportunity to shift it from being product-led to story-led. From just being about diamonds, to being about the lives they represent. Revitalising a legacy brand like Le Lumiere doesn’t happen every day, and we are incredibly honoured by the trust the clients placed in us. Their openness to fresh thinking and bold storytelling pushed us to dig deeper. It’s been a rewarding journey watching the brand transform into something that feels modern, emotional and proudly its own.”

From left to right: Tan Ching Chian (Marketing Executive, Tomei Group), Randy Lim (Creative Director, Tomei Group), Lam Kok Wah (Head of Group Marketing, Tomei Group), Ng Yi Jia (Head of Transformation, Tomei Group), Syahriza Badron (Managing Director, FCB SHOUT), Jane Leong (Senior Brand Manager, FCB SHOUT), Rachel Teh (Marketing Manager, Tomei Group) and Shaun Tay (Co-owner & Chief Executive Officer, THE SHOUT GROUP/FCB SHOUT).

From visual storytelling to emotional resonance, ‘Every Sparkle Tells A Story’ represents a bold yet grounded step into the future for Le Lumiere, proving that while diamonds are forever, how their story is told can change with the times.

Credits
Title: Le Lumiere – Every Sparkle Tells A Story
Tomei Group
Head of Group Marketing: Lam Kok Wah
Head of Business Transformation: Ng Yi JIa
Creative Director: Randy Lim Chen Chien
Marketing Manager: Rachel Teh
Marketing Executive: Tan Ching Chian
THE SHOUT GROUP/FCB SHOUT
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: Boon Chuan Suah
Senior Art Director: Chiu Wai Ming
Copywriter: Sin Nee Lee
Creative Strategist: Mandy Chock
Senior Brand Manager: Jane Leong