Marketing Positioning for A New Experience, Inside A High-End Jewelry Studio
“Tina made me see what is possible in my business. She is authentic and really cares about her clients.”
- Founder, Fine Jewelry Studio
The Client:
The client is the owner of a luxury jewelry studio, specializing in heirloom and statement fine gold and gemstone jewelry.
The Challenge:
The studio had recently moved from a street level boutique location that brought in regular clients, and local foot traffic to a new larger space off the main shopping area in a second floor location.
The challenge was to keep top of mind with existing loyal clients and bring in new customers through experiences and special events.
The client came across a new and innovative jewelry experience at a trade show and wanted to try it as a way to bring in both existing and new clients by appointment.
The new experience needed different positioning than it was sold as at the trade show, to align with the higher end experience of the brand.
The Solution:
In an on-going marketing strategy engagement, the client and I brainstormed ideas on how we could position this in-store jewelry experience to feel exciting, fresh and special to her existing customers.
Once we had a brand positioning that aligned with her fine jewelry brand, we needed to create awareness and education for the in-store experience.
The Strategy
Branding & Positioning
The industry term “permanent jewelry” label was too generic and down-market for this brands regular clients. and not aligned with the luxury part of the brand. We developed a new name and layered in meaning to the experience that felt special and unique.
The in-store experience itself was elevated by adding in personal touches and meaning that aligned with the founder’s personality and consultative approach to styling and working with clients.
Exclusivity was created by making the experience by appointment only or open to special events and party groups.
Education
Since this was a truly new offer and not yet known or understood we created educational content through a website landing page, via social media and with print collateral.
Collaborations with other B&M stores allowed for the brand to expand it’s reach through pop-ups and special events.
Digital strategy
The digital strategy was to use SEO to rank for the studio location+ the jewelry experience.
Email marketing and social media posts to create excitement for the in-store experience.
Results:
The launch of the in-studio experience was a success. Existing customers came to the studio for the experience and purchased other higher ticket pieces.
The SEO and collaboration strategy brought in a steady stream of right fit new clients, with the brand ranking in the Top 3 positions in Google for high-value keywords that brought in regular appointments from new leads.
The lower price point experience was the ideal entry point into building relationships with new clients and bringing in an additional revenue stream.