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Our process

24 connected stages. A flexible collaboration.

The complete journey from cultural change to the next product generation. Select a phase to see each stage, its intended output and how responsibility is typically shared.

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01 / 06

Understand change

Every collection begins with a shift in how people live, buy and wear jewellery.

01Cultural change
02Consumer behaviour
03Demand signal

02 / 06

Build the evidence

Market, competitor, customer, historical and material research build a clear picture before design begins.

04Market research
05Competitor research
06Customer research
07Historical research
08Material & technology research

03 / 06

Define the opportunity

The evidence is distilled into a commercial gap, a sharp insight and a hypothesis that can be tested.

09Commercial gap
10Insight
11Opportunity
12Hypothesis

04 / 06

Develop the direction

A design territory guides ideas into concepts, validated against brand fit, feasibility and commercial goals.

13Design territory
14Idea
15Concept
16Validation

05 / 06

Realise the product

Sketch to CAD, wax to sample, casting to setting — produced and inspected to the agreed specification.

17Design
18Engineering
19Prototype
20Manufacturing
21Quality control

06 / 06

Learn and evolve

Launch and feedback flow back into research, shaping the next generation of the collection.

22Launch
23Feedback
24Next generation

Cultural change

Activity: Observe shifts in values, identity, lifestyle and the meaning of jewellery.
Output: A map of relevant cultural shifts.
Responsibility: Brand-led context; ACCA research support as agreed.

Consumer behaviour

Activity: Explore how people discover, choose, wear, gift and care for jewellery.
Output: Behaviour patterns and purchase motivations.
Responsibility: Brand and ACCA collaborate on the research scope.

Demand signal

Activity: Identify repeated expressions of interest, unmet needs and changes in purchase intent.
Output: Prioritised signals to investigate.
Responsibility: Brand evidence, supported by research where agreed.

Market research

Activity: Review the target markets, segments, category structure and positioning.
Output: A market and segment overview.
Responsibility: Research responsibilities and tools agreed together.

Competitor research

Activity: Compare public collections, design approaches, positioning and product propositions.
Output: A competitive landscape and differentiation questions.
Responsibility: Collaborative research using appropriate public sources.

Customer research

Activity: Explore the intended customer’s needs, occasions, preferences and objections.
Output: Customer needs and decision criteria.
Responsibility: Brand-led customer access; research support as agreed.

Historical research

Activity: Study relevant jewellery traditions, references and the evolution of design.
Output: A reference framework for original development.
Responsibility: Brand and ACCA contributions agreed by project.

Material & technology research

Activity: Explore materials, construction methods and manufacturing possibilities.
Output: Material and technical options for evaluation.
Responsibility: ACCA contributes manufacturing perspectives.

Commercial gap

Activity: Identify an underserved need that fits the brand and its commercial objectives.
Output: A defined gap and its supporting evidence.
Responsibility: Brand-led commercial decision with collaborative input.

Insight

Activity: Explain the underlying customer tension or motivation found in the evidence.
Output: A concise, evidence-based insight.
Responsibility: Collaboratively synthesised; brand direction retained.

Opportunity

Activity: Describe the value the proposed collection could create for the target customer.
Output: An opportunity statement and intended audience.
Responsibility: Brand and ACCA align on project relevance.

Hypothesis

Activity: State what should be true for the opportunity to succeed and how it will be tested.
Output: A testable proposition and validation criteria.
Responsibility: Validation responsibilities agreed with the brand.

Design territory

Activity: Define the visual, material and emotional boundaries for exploration.
Output: A creative territory and design principles.
Responsibility: Brand-led creative direction with ACCA input as requested.

Idea

Activity: Generate possible responses within the agreed territory.
Output: A shortlist of original ideas.
Responsibility: Client ideas or collaborative exploration, as agreed.

Concept

Activity: Develop the strongest ideas into coherent product or collection propositions.
Output: Concept directions ready for review.
Responsibility: Brand and ACCA collaborate within the agreed scope.

Validation

Activity: Review desirability, brand fit, feasibility and commercial assumptions.
Output: A decision to proceed, refine or revisit.
Responsibility: Brand approval with technical input from ACCA.

Design

Activity: Resolve the chosen direction into detailed drawings and specifications.
Output: An agreed design brief and design details.
Responsibility: Client design, with ACCA development support as needed.

Engineering

Activity: Review construction, dimensions, stone settings and production requirements.
Output: Technical specifications and CAD for review.
Responsibility: ACCA technical collaboration with client approval.

Prototype

Activity: Create and assess a physical sample for appearance, fit and finish.
Output: An approved sample or a documented refinement brief.
Responsibility: ACCA sampling; client review and approval.

Manufacturing

Activity: Translate the approved design into production through the required specialist processes.
Output: Jewellery produced to the agreed specification.
Responsibility: ACCA manufacturing; client alignment at agreed milestones.

Quality control

Activity: Inspect finished pieces against the agreed quality and specification requirements.
Output: Inspection outcome and release decision.
Responsibility: ACCA inspection; acceptance criteria agreed with the client.

Launch

Activity: Introduce the collection through the brand’s chosen channels.
Output: A launched collection and a feedback plan.
Responsibility: Brand-led launch; ACCA delivery coordination as agreed.

Feedback

Activity: Review customer response, wear experience and product performance.
Output: Prioritised learnings and improvement opportunities.
Responsibility: Brand shares relevant feedback; ACCA reviews product implications.

Next generation

Activity: Translate the learnings into the next research and development brief.
Output: A renewed brief that feeds back into the journey.
Responsibility: Collaborative planning, with the brand setting priorities.

The journey is iterative: feedback and next-generation planning return to research. Not every project uses all 24 stages. Stage responsibilities are a proposed collaboration framework and are agreed for each project.

Where are you today?

Where clients join the journey.

Most projects begin part-way through. The scope from your entry point onwards is agreed together.

Phase 01 Phase 02 Phase 03 Phase 04 Phase 05 Phase 06

I’m researching an opportunityTypically joins at 01 · Cultural change

I have a conceptTypically joins at 15 · Concept

I have a design to manufactureTypically joins at 17 · Design

24 connected stages. A flexible collaboration.

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