This North American diamond jewelry distributor creates Soulmate Diamond Jewelry to celebrate life’s most enduring connections.
JB Jewelry is a global diamond jewelry marketer. Its North American subsidiary had developed a new line of mid-priced diamond pendant jewelry for distribution at mass retail outlets, department stores, and independent jewelry stores in the US and Canada.
In a highly competitive category, executive management recognized they needed to define a space in the mid market segment of the accessory jewelry category where they could play and win with the introduction of a new product.
Working with marketing and sales executives, we evaluated consumer insights on occasion gift giving of special occasion jewelry, and from those insights, help the brand team to focus their value proposition only to the most fervent consumers who actively enjoyed purchasing for gift giving to loved ones.
By focusing on the key product difference – jewelry designs that featured keepsake diamond insets that were cut from the same original rough stone and placed in matching pendants–we developed the brand positioning strategy on the highly emotional associations people had with “keepsake” gift giving that represented the special bond between loved ones.
Splitting a rough stone, cutting two matching diamonds sand placing them in matching or nested jewelry designs was a perfect metaphor for the enduring bonds loved ones share. After all, nothing is more permanent than a diamond.
Celebrating life’s special connections was the basis for brand positioning strategy that focused solely on the enduring emotional connections consumers associated with a keepsake diamond purchase on the special occasions when these connections are celebrated in people’s lives. What mattered most to the target consumer was the idea of lifetime bonds between loved ones. In effect coming together as one. And a result, SoulMate Diamond Jewelry was born.
Bringing this value proposition to life required creative direction guidance and development of the Soulmate brand identity system, retail packaging and merchandising concepts, brand storytelling and voice, marketing communications planning and guidelines for effective brand management after the initial product launch to the retail channel.
With rave consumer reviews, Soulmate Diamond Jewelry was successfully introduced in over 300 retail locations across the US and Canada.