His strong creative identity soon drew the attention of stylists, editors and well-known media personalities. Re-investment of earnings allowed him to access new markets and further grow the business. Direct sales through a limited number of his own retail spaces improved margins but increased costs, and the need for product rotation entered his agenda. He envisioned diversification in “Fashion Jewelry” as a way to grow and consolidate his brand while improving product rotation at his shops.

He lacked however the know-how and resources to translate his drawings into a final product.

Accessing these needs would mean bringing up costs again without having full visibility of the potential of this diversification.

OUR FIRST STEPS
At first glance, this assignment would have been straightforward: technical reviewing the viability of his designs, generating prototypes, putting together a sample book and establishing suppliers who could produce final pieces at an agreed price… but our work seldom starts with a design.

We envisioned this diversification as something more than an assortment of products to improve his PoS figures.

We would create a new business line for his firm with a close connection to his fashion line… the true creative identity of his designs.

During the following months we generated multiple and needed questions and answers:

Are we aiming at a fragmented market or is it the exact opposite?

How have the rules of the game changed for this market over the last 5 years?

What other firms would be the local and global competitors for the target customer segments?

“Insanity is doing the same thing over and over again and expecting different results”
(A. Einstein)

What would be the right price range and associated margins?

What were the most successful product categories in the customer segments?

How would the product offering differ from jewelry d’auteur, from the fashion jewelry range of well-known fashion firms or the medium-low range of the leading jewelry brands?

Outside of its own retail space, what kind of sales distribution channels would help strengthen its positioning in customers’ minds?

How would this new business line be displayed at the PoS?

What elements of his esthetic style should establish the trademark of the design of his accessories, and in what way?

ROLLING UP OUR SLEEVES
Following these months of analysis, we had a clear view of which pond this new fish would swim in and what its positioning should be.

Together we mapped out the quantity, variety and target price of the pieces that would make up his first collection.

Based on his design sketches, we modeled 3D pieces, hollowing them out to optimize weight and material costs.

We digitally partitioned them in order to achieve the final pieces that would be viable at minimum mounting and touch-up costs.

We printed 3D prototypes aimed at building molds for casting and mounting the first sample set.

The resulting costs forced us to propose changes. We evaluated and tested new materials, suggested new findings and modified designs in order to minimize soldering points.

With the final sample set, and according to an initial conservative sales forecast, we identified the local workshops that would carry out the first production run under our supervision.

We further engaged with retail specialists who would dress sales points, highlighting the jewelry collection.

Finally, we traced a clear process for the launch of subsequent collections, identifying target distribution channels and defining the profile of future hires needed to control and grow new lines of business.