Sustainable luxury jewellery in the UK

Product Positioning

The brand is a luxury jewellery business in the UK that emphasizes sustainability and awareness of environmental and cultural topics. This positioning aligns the brand with the growing consumer demand for eco-friendly and ethically produced products. The luxury aspect appeals to high-end consumers who value quality and exclusivity, while the focus on sustainability and cultural awareness differentiates the brand from traditional luxury jewellery brands.

Target Customers

The ideal customer profile for this brand includes:

• Affluent Consumers: Individuals with a high disposable income who are willing to invest in luxury items.
• Eco-conscious Shoppers: Consumers who prioritize sustainability and ethical production in their purchasing decisions.
• Fashion Enthusiasts: People who follow fashion trends and are interested in unique, high-quality jewellery pieces.
• Culturally Aware Individuals: Customers who appreciate and support brands that promote cultural awareness and inclusivity.

Illustrative Examples

1. Young Professionals: A 30-year-old marketing executive in London who values sustainability and enjoys staying on top of fashion trends.
2. Affluent Couples: A couple in their 40s who are environmentally conscious and seek unique, high-end jewellery for special occasions.
3. Fashion Influencers: A 25-year-old fashion blogger who promotes eco-friendly brands and has a significant following on social media.

Potential Influencer Matches

High Engagement Micro-Influencers

1. Fashion and Lifestyle Influencers: Influencers who focus on fashion and lifestyle content, particularly those who highlight sustainable and eco-friendly brands. They can showcase the jewellery in stylish outfits and everyday settings, making it relatable to their followers.

2. Eco-friendly Advocates: Influencers who are known for promoting sustainability and environmental awareness. They can emphasize the brand's commitment to ethical production and eco-friendly practices, appealing to their environmentally conscious audience.

3. Cultural Enthusiasts: Influencers who celebrate cultural diversity and inclusivity. They can highlight the brand's efforts to promote cultural awareness, making it appealing to followers who value these principles.

Content Creation Ideas

General Ideas

1. Sustainable Fashion Lookbooks: Collaborate with influencers to create lookbooks featuring the jewellery paired with sustainable fashion pieces.
2. Behind-the-Scenes Content: Share the story behind the jewellery, including the sustainable materials and ethical production processes.
3. Customer Testimonials: Feature testimonials from satisfied customers who appreciate the brand's commitment to sustainability and quality.

Creative Ideas

1. Eco-friendly Challenges: Partner with influencers to create challenges that encourage followers to adopt more sustainable practices, with the jewellery as a reward or highlight.
2. Cultural Stories: Collaborate with influencers to share stories and traditions from different cultures, showcasing how the jewellery aligns with these narratives.
3. Virtual Events: Host virtual events or live streams with influencers, where they can discuss sustainability, fashion, and cultural awareness while showcasing the jewellery.

By leveraging these strategies, the brand can effectively reach its target audience and build a strong, engaged community around its values and products.