Client: Fine Jewelry Retailer
(Greater Boston, MA)
Inspiring Vision
Our client, Dazzling Diamonds, competes in a market where competitors emanate from all venues whether entirely online, or offline and online. From mall jewelers, well-established fine jewelry stores and huge discount stores like BJ’s and Wal-Mart, a consumer is faced with the daunting task of deciding whom to trust and what is the best value.
Brave Your Standard
What set’s Dazzling Diamonds apart is the fact the owner is on-staff most (if not all days) or can easily be made available. The owner’s service and attention stems from a place of great knowledge and experience. There is no “razzle-dazzle.” The whole process would leave any consumer secure in “moving forward” with Carter’s.
What may have once been perceived as a more of a potential “business transaction” now becomes a friendly conversation between the customer and personnel as they “team-up” to listen and learn from one another in moving towards a purchase decision. In essence, Dazzling Diamonds creates a customer experience of yesteryear, back when the customer perceived the jeweler as a trusted and knowledgeable friend, and when the jeweler respected (learned of) and understood the importance of their decision.
Dazzling Diamonds thinks of its consumers as friends that entrust them to enhance their upcoming life’s memories.
Advance
Dazzling Diamonds, while having an extensive product line, “in” jewelry, custom-making abilities, attentive and knowledgeable personnel, competitive prices, and a somewhat lengthy history, directs its messaging towards its target audience’s higher-order needs: luxury, romance, memories, special moments, love, excitement etc.
We used this platform for future creative / marketing tactics, and developed a creative strategy, and a series of objective and strategies for the various target territories. Since our efforts, Dazzling Diamonds has increased its number of locations, and continues its positive trajectory of sales revenue growth.