Micro or nano influencers, female, aged 20-40, engaged audience, boho/goth/hippie/nature-loving aesthetic, primarily on Instagram.

Product Positioning

The brand's handmade jewelry can be positioned as a unique, eco-friendly alternative in the saturated jewelry market. By emphasizing the use of natural materials and ethical sourcing, the brand can appeal to consumers who prioritize sustainability and craftsmanship. The connection to nature and ethnic aesthetics can be leveraged to create a narrative that resonates with free-spirited individuals seeking authenticity in their accessories. Fresh angles could include storytelling around the sourcing of materials, the inspiration behind each piece, and the cultural significance of the designs.

Target Customers

The ideal customer profile includes:

• Eco-conscious Millennials and Gen Z: Women aged 20-35 who value sustainability and ethical consumption. They are likely to be active on social media, particularly Instagram, and engage with brands that align with their values.

• Bohemian Lifestyle Enthusiasts: Individuals who embrace a boho or hippie aesthetic, often seeking unique, handcrafted items that reflect their personal style and values.

• Nature Lovers: Customers who appreciate the outdoors and are drawn to products that reflect natural beauty and organic materials.

Illustrative examples include:

• A 28-year-old woman who practices yoga, enjoys hiking, and shares her lifestyle on Instagram, focusing on sustainable living.

• A 35-year-old artist who creates nature-inspired artwork and promotes handmade products that tell a story.

• A 22-year-old college student who participates in eco-friendly initiatives and seeks unique accessories to express her individuality.

Potential Influencer Matches

Suitable types of influencers for promoting the product include:

• Micro Influencers (1,000 - 10,000 followers): These influencers often have a highly engaged audience and can create authentic connections with their followers. They are ideal for niche markets and can effectively communicate the brand's values of sustainability and craftsmanship.

• Nano Influencers (under 1,000 followers): While they have a smaller reach, their influence is often stronger within their close-knit communities. They can provide genuine endorsements and storytelling that resonate with their audience.

• Lifestyle Influencers: Influencers who focus on lifestyle content, particularly those with a bohemian or nature-centric aesthetic, can showcase the jewelry in relatable settings, enhancing its appeal.

• Sustainable Fashion Advocates: Influencers who specialize in eco-friendly fashion can help position the brand within the sustainable market, reaching an audience that prioritizes ethical consumption.

Content Creation Ideas

Proposed content topics and ideas include:

• Behind-the-Scenes Stories: Share the process of creating the jewelry, from sourcing materials to the design process, highlighting the craftsmanship and ethical practices involved.

• Styling Tips: Collaborate with influencers to create posts or videos showcasing how to style the jewelry with different outfits, emphasizing versatility and personal expression.

• Nature-Inspired Themes: Create content that connects the jewelry to nature, such as photoshoots in natural settings or storytelling that ties the pieces to specific elements of the environment.

• User-Generated Content Campaigns: Encourage customers to share their own photos wearing the jewelry, creating a sense of community and authenticity around the brand.

• Giveaway Contests: Host contests in collaboration with influencers, where followers can win pieces of jewelry by sharing their own stories related to nature, sustainability, or personal style.

These ideas can help generate engagement and foster a deeper connection between the brand and its target audience.