FCB SHOUT reimagines Le Lumiere with ‘Every Sparkle Tells a Story’

KUALA LUMPUR, MALAYSIA – The Shout Group/FCB SHOUT has been appointed as the creative agency for the relaunch of Le Lumiere, Malaysia’s premier diamond and jewelry brand under Tomei Consolidated Berhad. The appointment follows a competitive pitch and signals a bold new chapter for the brand as it looks to engage a new generation of jewelry buyers.

Long admired for its precision craftsmanship and quality, Le Lumiere has traditionally been a trusted name among discerning consumers. But as the jewelry industry adapts to shifting consumer behaviour, the brand is embracing a more emotionally resonant approach.

At the heart of this transformation is the campaign “Every Sparkle Tells a Story”, created by FCB SHOUT. Moving away from the category’s focus on aesthetics, the work repositions diamonds as symbols of life’s milestones, moments, and memories. Through this narrative-led approach, jewelry is no longer portrayed as a static luxury item, but as a meaningful companion to personal stories.

Lam Kok Wah, Head of Group Marketing of Tomei Consolidated Berhad, shared, “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 jewelry 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 extends across a refreshed visual identity system that embodies “meaningful elegance.” Featuring softer colour palettes, refined typography, and a youthful, editorial photographic style, the rebrand is designed to connect with contemporary sensibilities while staying true to Le Lumiere’s legacy.

A centrepiece of the campaign is a forthcoming brand film, set to premiere in Q4 2025, which dramatizes how each Le Lumiere piece becomes a living symbol of a life well-lived. The work will feature prominently in Le Lumiere showrooms, reinforcing the brand’s shift from traditional luxury to modern emotional storytelling.

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 strategic storytelling to refreshed visual design, “Every Sparkle Tells a Story” exemplifies Le Lumiere’s commitment to remaining timeless while evolving with the times. As the brand’s new narrative takes shape, it reaffirms that while diamonds may last forever, the way their story is told must evolve with each generation.

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