‘My friend’ in french, Mon Amie was brought to life with one thing in mind: create a brand that is authentic, connects people and helps them give back.

The Mon Amie girl is kind, compassionate, down to earth and relatable. Well read and well traveled, she finds purpose and celebrates diversity. She enriches her life through meaningful experiences. She is wildly loyal and invests in her friendships. She’s not a number. She’s a state of mind.

We partnered with international WE Charity on Mon Amie’s give back program. WE Charity partners with communities to implement WE Villages, a holistic, five-pillar international development model designed to achieve sustainable change, in Africa, Asia and Latin America. We chose the Maasai Mara WE Village as the beneficiary of Mon Amie’s give back program.

We incorporated WE Charity’s Track Your Impact (TYI) tool to ensure transparency and accountability on Mon Amie’s give back program. A widget was built into the Mon Amie website to support this tool.

The Mon Amie watch was inspired by the idea of customization- the choice of cause determined by the choice of watch AND the many variations in which the watch could be worn. Each watch had a symbol of the cause it gave to, at the 12 hour position. The symbols were inspired by universal icons and charms. Surprise and delight was considered in the decision to pair the watches with Rafiki bracelets. The Rafiki bracelets were made by ‘mamas’ of the Maasai Mara WE villages. A jewelry pouch was included in the set to store the bracelet or gift to a friend.

As a digitally native brand, discovery, community, education and shopping experience were key considerations in the design of the Mon Amie website and social channels.

We partnered with local Dallas artist Alli K on a mural that depicted the 5 pillars of development that the brand gave to. This mural formed the backdrop for the Mon Amie brand launch party, where Fossil Group employees were invited for a preview and celebration.

As a lean startup, we deployed numerous tactics to amplify the brand across social media platforms. Such as influencer gifting, seeding, brand partnerships, artist collaborations and paid & earned media. The result was a rich collage of assets, incremental increases in social media followers and increased traffic to website.

Get a taste of one of many influencer posts about Mon Amie. World of Wanderlust’s Brooke Saward’s post @monamiewatches .

Every Mon Amie watch came with a gift with purchase, a rafiki bracelet made by ‘Mamas’ in the Maasai Mara WE villages. Rafiki bracelets are also sold through WE Charity’s social enterprise platform MEtoWE.

As a follow up to the launch collection, popular mesh bracelets were introduced to the Mon Amie watch line.