Somsara Jewelry
A founder story film about legacy, craft, and identity.
Behind The Jewels - Video
Overview
Somsara Jewelry is a modern South Asian heritage brand reinventing traditional craftsmanship for the next generation. As the brand prepared to scale into new markets, they needed a founder film that communicated why the company exists, not just what it sells.
DVXI partnered with Somsara to translate that internal narrative into a polished, cinematic film that anchors the brand in authenticity and emotional depth.
Objective
Tell a deeply human elevated founder story that communicates the brand’s purpose
Create a film that could live across website, press kits, and partnership decks
Capture the founders’ personalities, values, and creative ethos in a way that resonates with a global audience.
Approach
1. Narrative Development
We designed the story around two emotional pillars:
Identity: Growing up between cultures and rediscovering their own identity
Craft: Honoring traditional artisanship while designing for modern wearer
2. Visual & Cinematic Direction
We built the visual world around a blend of:
Soft natural light and warm enamel tones
Close-up macro shots of jewelry craftsmanship
Minimalist studio compositions to keep focus on emotion and story
The camera language was intimate, intentional, and reflective—designed to convey depth rather than hype.
3. Production & Editing
2-day production
Multi-angle interview setup with cinematic lighting
Product detail inserts
Color grade focused on warmth and light shadow contrast
Sound design emphasizing calm
Outcome
Somsara gained a flagship founder film used across website, product launch pages, social platforms, and investor conversations.
Credits
Creative Direction & Production — DVXI
Director & Editor — Amman Waseem
Client — Somsara Jewelry