Reimagining dinh van: IE University students worked on brand management in the jewelry industry
IE School of Architecture and Design and other IE programs students teamed with the French jewelry to explore nonverbal communication through objects.
On December 18th, IE University students showcased their work at the dinh van store in Madrid, joined by Candice Laporte, CEO of dinh van Iberia, and Cristina Mateo, Vice Dean of IE School of Architecture and Design. This event marked the culmination of the elective course “Communicating through Objects: Experiencing Luxury", led by Professor Saskia Bostelmann.
Over the course of the semester, undergraduate students from various academic programs at IE University worked hand in hand with the French jewelry brand to develop ideas for amplifying its presence, engaging with new audiences, and enhancing consumer awareness. The proposals aimed to strengthen the brand’s connection with younger consumers and introduce fresh concepts to its commercial strategy.
"This course challenged students to step out of their comfort zones, work with peers from different nationalities and disciplines, and deliver creative solutions that reflect the brand’s values, said Professor Saskia Bostelmann.
"The results are diverse and showcase the potential that emerges when university students collaborate with an established brand like dinh van."
Professor Saskia Bostelmann
The course centered on Valentine’s Day as an opportunity to promote dinh van’s iconic Menottes collection—a symbol of love and attachment. Students began their journey by visiting the store, conducting competitor analysis, and acting as mystery shoppers to gain deeper insights into the brand’s DNA. This involved studying dinh van’s history, craftsmanship, sustainability efforts, and its positioning in both Spanish and French markets.
"This collaboration between IE University and dinh van illustrates the power of creative partnerships, said Candice Laporte, CEO of dinh van Iberia.
"By combining the students fresh perspectives with the brands legacy, the initiative has opened new doors for connecting with younger audiences while staying true to dinh van's essence."
Candice Laporte, CEO of dinh van Iberia
As concept and event developers, the students explored diverse approaches to communicating dinh van’s core identity to a younger, experience-driven audience. They proposed eight projects aimed at bridging the brand’s legacy with contemporary values working around themes such as the mystery of an escape room through carefully curated micro influencers, humanizing social media, contemporary love connections, the value of dinh van´s history, atemporal messages of love, time capsules, the captivating energy of art, the increasing value of craftsmanship, personalization, brand & customer commitment, and the high value of generating simple, yet meaningful experiences.