2023 | Fine Jewelry
Making a 100-year-old fine jewelry brand shine again
Background: A major fine jewelry retailer needed to test messaging positioning across current and prospective audience segments. The research focused on defining segments and testing messaging concepts to gauge effectiveness and determine creative direction for marketing efforts and advertising campaigns.
Methodology: Focus Groups
My Role: Qualitative Research, Reporting
Guiding Principles
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Avoid worn out tropes.
Consumers are seeking a shift in traditional jewelry marketed to men for women—moving away from "surprise" reveals and towards a focus on co-shopping and self-love as a means of empowerment.
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Promote inclusivity in depictions of love.
Market non-traditional relationship jewelry with diverse representation of age, ethnicity, relationship status, and body type, depicting love and gifts inclusively.
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Expand beyond traditional moments.
Expand marketing and offerings to encompass non-traditional gift-giving and personal milestones like graduations and professional achievements and promote jewelry as part of everyday wear.
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Showcase unique, bolder pieces.
Feature a collection that is non- traditional, modern, unique, and artfully designed (even limited inventory). Challenge and recast perceptions by showcasing them prominently at all customer touch points.
Due to the sensitive nature of the client work, the specific results and detailed findings from this project are not available in this portfolio. The insights and strategies developed were tailored exclusively for the client and are protected by confidentiality agreements.