In a dazzling collaboration that merged creativity with luxury, the BCom Honours specialising in Marketing Management students embarked on a transformative journey with V’dodili, a prestigious jewellery brand known for its elegance and craftsmanship. The project kicked off on 26 February 2025, where the students took a deep dive into the world of V’dodili under the guidance of its visionary founder, Erika Engelbrecht, Portia van Niekerk (marketing and sales co-ordinator), Dr Gene van Heerden (a former lecturer in the department), as well as the module lecturers, Drs Danita van Heerden and Tinashe Ndoro.

 

The challenge entailed creating a strategy for rebranding and launching a new range. In addition, students were tasked with enhancing V’dodili’s social media presence and expanding its customer base, all while preserving the brand’s essence through personal storytelling woven into its four signature designs.

 

Eight teams meticulously crafted their strategies over weeks of brainstorming and planning. On 12 March 2025, the teams had the invaluable opportunity to refine their concepts directly with Engelbrecht herself, ensuring their ideas aligned perfectly with V’dodili’s ethos during soundboard sessions with each team.

 

The culmination came on 19 March 2025, when each team presented their campaigns. Team 1, the Diamond Team, set the tone with an unforgettable ‘Dinner with V’dodili’, intertwining jewellery tasting with culinary delights. Throughout the evening, creativity sparkled: Team 3 hosted a ‘Sips and Sparkles’ event, Team 6 renewed vows with a wedding-themed reveal, and Team 7 transformed a gold vault into a shrine of uniqueness amid mass production.

 

However, it was Team 5, aptly named The Golden Standard, that stole the spotlight. Their innovative ‘Invisible String Theory’ captivated V’dodili’s panel, seamlessly connecting each piece to a customer through an interactive quiz, embodying the essence of personal storytelling that V’dodili sought.

 

Reflecting on the journey, Engelbrecht expressed profound gratitude to the students for their dedication and fresh perspectives. “The collaboration with these talented minds has not only revitalised our brand strategy but also inspired us to embrace new narratives,” she remarked.

 

As the evening concluded, it was clear that beyond the campaigns, what truly shone was the synergy between academia and industry, revealing paths of innovation and excellence for both V’dodili and the next generation of marketing leaders.