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Korman Reveals Fresh Brand Identity and Future-Focused Vision August 29, 2025 (0 comments)
Austin, TX--Independent jewelry retailer, Korman, is undergoing a brand refresh led by owners Kat and Larry Stokes. As part of this transformation, the company has dropped “Fine Jewelry” from its name, unveiling a modern identity that they say “reflects both its rich heritage and contemporary vision.”
[The new interior of Korman. Photo credit: Marine Barian]
National branding firm, Trace Element, partnered with Korman to create a new brand direction for the jeweler with the goal of sustained growth and broader market appeal. This evolution culminates in the launch of The Jewel House—a luxury destination that Kat and Larry Stokes say merges retail innovation with hospitality and experience. Designed as a space for community, celebration and connection, they say the Jewel House represents a reimagining of what a jewelry store can be.
“While we’re known for offering the finest pieces in the industry, our mission is to create an environment that’s inviting and inspiring,” Kat Stokes said. “We are an untraditional traditional jeweler, and we wanted our brand to reflect that. With Trace Element and Wield Creative, we were able to bring that vision to life.”
[Kat and Larry Stokes in Korman's new watch lounge. Photo credit: Marine Barian]
Korman also partnered with designer Maggie McClure Zavolinsky of Wield Creative to develop exclusive custom jewelry displays for The Jewel House. These include state-of-the-art presentation cases, magnetic wall-mounted vertical displays and cases seamlessly blended into the bar countertops of their hospitality lounges.
“Our goal was to create a retail environment that feels as thoughtfully designed as the jewelry itself,” said Maggie McClure Zavolinsky, founder of Wield Creative, whose portfolio includes Ralph Lauren and Tiffany & Co. “Every display … was crafted to invite discovery, encourage interaction, and elevate the overall experience. Korman gave us the creative freedom to push boundaries, and The Jewel House reflects that bold vision.”
[New vertical cases. Photo credit: Marine Barian]
To match this new brand evolution, Korman launched a new website: Korman Jewel House, introducing more online capabilities such as a bespoke custom engagement ring builder, The One and a showcase of Korman’s exclusive creations , The Vault. The new platform is designed to be user-friendly, visually engaging with enhanced functionality to position Korman in the digital jewelry space. The new eCommerce experienced is powered by Shopify to bring the same luxury experience as the store presents.
The redesign includes new bags and boxes with signature colors that include “Korman Brown,” along with warm neutrals like ivory, “clay” and “dusty rose” that bring softness and balance, they said. In a tribute to the Texas hill country is an accent shade of blue, coined “Bluebonnet.”
[Korman's redesigned jewelry boxes. Photo credit: Marine Barian]
The heart of Korman’s new brand is a mirrored “K” logo forming a diamond, a modern icon that they say honors the company’s founding in 1973 while symbolizing its legacy and forward momentum.