Hien Trang
Writer
Viet Ngo
Photographer
Alex Yates
Creative Director
Background
Nestled on historic Nhà Thờ street in old Hanoi, Three Trees has been providing fine jewelry to their loyal customers for decades. Operating out of a stunning villa and a bustling jewelry workshop, they craft fine customized pieces for Hanoians looking to stand out. The brand imports their stones and materials to craft everything from scratch, with product lines to fit any budget — whether it’s a simple silver locket, or a show stopping diamond necklace.
Our Big Idea
Three Trees already enjoyed outstanding brand recognition, and a strong base of loyal customers when they reached out to Fourdozen. They offer two beautiful product lines — a gold line for high end customers, priced to match, and an entry-level silver line for those just starting out. Their goal was to increase awareness of this silver line among Hanoi’s booming demographic of young professional women, and reach a new generation of customers that would grow with them.
Fourdozen’s idea was to set Three Trees apart from their more conservative competitors, and pay their increasingly sophisticated audience the respect of addressing them as individuals. While so much local marketing for fine jewelry leans hard into romance — gifts given to mark special occasions — we chose instead to treat jewelry as an expression of self. Not a symbol that a boyfriend, husband or parent values you, but rather one of true self worth. The fact that Three Trees’ silver line is both beautiful and affordably priced allowed us to create content for the university student looking forward to her graduation, the young woman starting work at her first job, and the rising professional celebrating her first big promotion.

At the same time, we also set out on an aggressive campaign to communicate the brand values to these young consumers. Here, once again, we were fortunate to be working with a visionary client that places values at the heart of what they do. Three Trees stands apart for their embrace of the LGBTQ community, something particularly notable in both a country and an industry that are profoundly traditional. Our first project with Three Trees was consulting on a script for a short film that directly addressed the challenges faced by the queer and trans communities in Hanoi, and in the months following we wrote content and staged photoshoots to continue to place this community front and center. This served both as an explicit welcome to LGBTQ Vietnamese, and also as a signal to the community at large that respect and love are fundamental to Three Trees’ identity.
Results
With new content posted every day, thousands of product photos and hundreds of individual graphic designs, Three Trees content is now reaching more customers than ever before. Individual customer spotlights in particular have been a strong driver of organic reach, accounting for thousands of impressions every month. On top of that, Fourdozen’s studio photography and long form copy have become the raw materials for a successful advertising campaign that drives both purchases and brand awareness. While Three Trees may be one of the most established jewelry brands in Vietnam, they are the opposite of complacent — willing to take risks and giving our team of artists and writers wide latitude to create. These results are a testament to that.





