Packaging worthy of what’s inside.

For the opening of West Rock Diamonds’ new Yorkville location, the goal was to create a packaging experience that felt as considered and premium as the jewelry itself. Rather than simply producing shopping bags and tissue paper, D Merchandising was brought in to develop a complete collection of branded touch-points, combining essential retail packaging with unexpected custom pieces that would make the West Rock experience memorable from the moment a client received their purchase. Every element was designed around West Rock’s signature branding, with a focus on premium materials, attention to detail, and consistency across the entire collection.

The biggest challenge was timing. West Rock Diamonds was preparing to open its new Yorkville location and needed the entire collection designed, sampled, produced, and delivered within approximately five weeks. At the same time, the collection couldn’t feel rushed. Each item needed to complement the new retail environment, maintain a high-end aesthetic, and feel intentionally connected to the West Rock brand. This meant coordinating multiple completely different custom products, materials, manufacturing processes, samples, and production timelines simultaneously, all working toward the same opening deadline.

D Merchandising designed and produced the complete collection from concept through final production, including: * Large and small custom CIS shopping bags * Custom double-sided tissue paper * Branded microfibre jewelry cloth * Custom silicone ring protector for wearing over a ring while working out or staying active * Custom jewelry pen featuring green gel to match West Rock’s brand colour * Custom Ring Pop-style candy with a fully branded wrapper The smaller branded details were intentionally developed alongside the core packaging so that the experience extended beyond the shopping bag itself. Even details such as changing the gel inside the pen to West Rock’s signature green helped make every piece feel purpose-built for the brand rather than selected from a catalogue.

From initial concepts and design development through sampling and full production, D Merchandising completed the entire collection within the five-week timeline. Every component arrived in time for the opening of West Rock Diamonds’ new Yorkville location, giving the brand a cohesive packaging system and a collection of memorable custom details designed specifically for their customers.

One deadline. Multiple manufacturers. An entirely custom collection delivered from concept to completion in five weeks.