Blush Jewels is an Amsterdam-founded gold jewelry brand sold by more than 300 jewelers in Europe.
Your Majesty was selected to lead the brand transformation of the 8-year-old brand, starting with its brand strategy and a go-to-market strategy for the German market.
Empowering women to wear their Blush
Via in-depth interviews with potential customers, our team discovered a consumer need for story-driven products that are both stylistically and financially accessible.
With this insight, we anchored Blush to its design accessibility and the strength of embracing vulnerability.
Crafting the right positioning statement
To define the expansion plan into the German market, we launched a market-specific survey to better understand consumers’ perceptions of jewelry and shopping behaviors.
In analyzing the responses, we sharply defined the two customer groups and six communication barriers that the brand needs to overcome. These barriers became the foundation of the go-to-market communication plan and inspired Blush’ new market positioning:
Real gold for every feeling.
“Your Majesty’s strategy team enabled us to truly understand our customer’s thoughts and made us reconnect with our own colleagues on a deeper level.
They captured the essence of our company and brought it to life by focussing on what truly drives people to purchase jewelry.
Everyone in their team brought their authentic selves, which encouraged us to show our most vulnerable sides. This led to a tight collaboration that shaped our new strategy.”
— Chagai Goldstof, CEO at Blush Jewels
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