Musk, Minerals & Mother Earth
How Helen Spiegelhalter makes her designs tangible with a new, physical presence.
Strategic consulting and event sparring for a vibrant and aesthetic brand experience.
Photo: Eva Janson, Hannah Maute, Christian Metzler
The project context
Jewelry designer Helen Spiegelhalter runs an independent label – clear, minimalist, with high artistic and craftsmanship standards.
Between studio work, production, and self-employment, there is little room left to plan one's own event.
The aim of the party on November 21, 2025, was to raise the visibility of their brand and to showcase four collections in a personal, design-oriented setting.
The goal: no traditional presentation, no launch moment, no stage. A space where guests can arrive, try things out, experience them – and engage in dialogue with the designer.
The challenge lay in translating this intimacy into a precise aesthetic form while simultaneously planning in a budget-conscious manner.
Photo: Eva Janson, Hannah Maute, Christian Metzler
Project progress
The Signature Concept was followed by ongoing sparring and selected implementation services.
1 / Kick Off & Analysis
We started together by asking Helen Spiegelhalter about her brand values, goals, and desired physical brand presence. We then created a detailed marketing persona.
Result: A compact event paper that clearly defines the mood and goals – and a strategic direction for working with the target group in the future.
2 / Guidelines & Concept Development
The analysis led to the central guiding principle of the event, focusing on atmosphere, brand impact and budget-sensitive implementation.
Both proposed spatial concepts combined the presentation of the jewelry with a community spirit – but differed in their visual language and atmosphere.
The chosen elements were: stone, organic forms, soft light, and minimal music. An atmosphere reminiscent of a small studio, an exhibition, and a gathering all at once. An experience that could be perceived with all the senses.
3 / Implementation & Opening
Tomato Studio was involved in purchasing, coordinating with the venue, setup and teardown, as well as during the event itself. This resulted in a clearly structured process and a cohesive visual presentation on site.
An evening that felt light –
and its effects linger for a long time.
Tomato Studio developed a concept that views the collections as part of a larger world of materials and forms. Stone, clay, clean lines, subdued light: a setting that makes jewelry appear like objects – architectural, approachable, with a visual language by Helen Spiegelhalter.
The evening was deliberately left open, without a fixed program. Guests were encouraged to move around the room, pick up pieces, and discover things for themselves.
The event has revitalized their brand:
Visible offline, compatible online with a good social media presence, and above all, emotionally approachable.