Context
Michael K Diamonds is a specialist designer of Engagement, Wedding, Eternity and Occasion Diamond Rings and Fine Jewellery. While the company owner had a background in the industry, the decision to enter this market in an extensive way was taken in 2015. The motivation behind this was a desire to offer an alternative to the existing status quo.
Objective
The company was basically starting from scratch and was therefore a new entrant within a very competitive landscape as there are many well established, reputable and recognised brands. The challenge was to help the brand to become trusted and be regarded as legitimate by consumers. The requirement was to successfully capture the interest of new customers, generating leads and improving the fan base as well as engagement rates.
Strategy
It was clear from the beginning, that the company ethos was passionate about addressing a persistent issue within the jewellery industry which involves value for money. Jewellery is considered a luxury item however more often the margins outweighed the quality that customers received, in many cases it could be argued to be very much sub-standard and defect.
Part of the strategy therefore was to develop a consistent theme that would be used across every corporate platform that reinforced the same emotive message and offered a rhetoric that consumers could relate to.
It was important from the outset to understand what exactly business needs were and use resources in an efficient way in order to develop the brand in a visual way. There was a particular emphasis on addressing any particular challenges while also reinforcing key business values. A coherent system has been implemented for the purposes of communicating with and nurturing prospective clients as well as determining a positive competitive position.
Results
Not only has there been an unprecedented number of queries, ring purchases have increased significantly and there is a professional client interface in effect. Confidence in the brand are evident in the number of sales that have been increasing year-on-year and the number of referrals are also experiencing a significant upward trend. The reviews support the service that is provided, the transparency of communication and the quality that clients receive. Brand loyalty is being achieved and can be seen through the numerous repeat purchases that have occurred.
“We have been working with 360 Marketing Consultancy for over two years now. Our brief was to become a recognised and established brand within the jewellery industry. Through the development of creative content, professional liaison and consistent communication our brand has continually grown during this time. For example, over one 8 month period, our sales year-on-year have improved by 444%!”
Michael Kenny, Owner of Michael K Diamonds.
Furthermore, awareness was also recognised in the achievement of the weddingsonline award in 2020 for ‘Jeweller of the Year’.
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