Vol. 7, Issue 2, Part F (2025)

In the Middle East and North Africa (MENA) region, luxury jewelry marketing has undergone a significant transformation, shifting from product-centric displays to emotionally driven storytelling. This evolving strategy aligns with global trends in luxury branding, where symbolic meaning and emotional resonance increasingly influence consumer loyalty and brand preference. Lebanese jewelry houses such as Moukarzel, Zoughaib, and Yeprem exemplify this emotional turn through campaigns that engage with core human experiences-maternal love, female empowerment, and bold self-expression. For example, Moukarzel’s Mother’s Day campaign emphasizes familial bonds and legacy, Zoughaib’s “Power Women” video champions strength and resilience, and Yeprem’s “Set to Shine” presentation reimagines jewelry as avant-garde performance art. Each campaign targets specific consumer segments while addressing broader cultural narratives and anxieties within the region.
Despite their growing prominence, these emotionally charged campaigns have received little scholarly attention regarding how emotion is strategically selected, framed, and communicated. This study addresses that gap by exploring how these three Lebanese brands deploy emotional themes to resonate with diverse consumer identities. Using a multidimensional theoretical framework that draws on emotional branding (Gobé, 2001) [5], cultural branding and identity mythmaking (Holt, 2004), archetypal analysis (Mark & Pearson, 2001) [8], and semiotic visual rhetoric (Barthes, 1977 [2]; Scott, 1994), the research reveals how emotional storytelling in visual campaigns constructs compelling brand narratives. Ultimately, this analysis highlights the interplay between emotion, culture, and visual codes in crafting powerful and culturally embedded luxury brand identities in the Lebanese market.