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Idea Overview:
Unique, high end, handcrafted well-being and anti anxiety jewellery created using semi precious gemstones.
Who might use it/where it might be used?:
Retail businesses that cater to the modern woman aged between 25-45 who identify with a bohemian/ hippy lifestyle and the holistic wellbeing industry including spa services.
The Market (B2B, B2C or Both):
Both
Sector the idea belongs to:
Retail
Why you think there is a demand for your idea?:
My research has found that the wellbeing industry is growing, as well as ecommerce for meaninful fashion and jewellery.
Who would be the ideal customers?:
Luxury Bohemian fashion and wellbeing lifestyle retail businesses aimed at women predominantly (25-45 years old) however, men's styles can be included (think Russell Brand). I will find customers mostly online, both b2b and b2c customers.
What ideas do you have to reach these customers?:
Social media strategies on the pintrest and Instagram platforms which are highly visual and engaging. Reaching out to retail businesses directly and using video and Instagram influencers.
How far have you developed this idea?:
I have a few designs made and have conducted test marketing where I gained feedback from customers.
What – if any – feedback have you had for this idea so far?:
I have simplified my designs based on customer feedback at a craft market. I have also focused and refined my branding, aiming at a slightly younger age demographic.
What supporting material – if any - would you like to add to your proposal?:
n/a

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6 comments to “Anti anxiety Jewellery”

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  1. Trudi Hamer - July 6, 2022 at 10:41 am

    Thinking about your launch, are you going to start with one particular range (men or women)? Will you focus first on sales direct to the customer, or will you look for a retailer, in the first instance?

  2. Richard John - July 6, 2022 at 11:35 am

    I didn’t quite get the ‘anti-anxiety’ element. Is this confusing the marketing message?

  3. Simon Krystman - July 12, 2022 at 3:35 pm

    Hi Siobhan, please could you upload your Canvas and Customer Persona’s

  4. Sonia Lassami - August 2, 2022 at 9:10 am

    Excellent idea and it looks lovely! What makes this specific type of jewellery anti-anxiety?

  5. Mark Cardwell - September 8, 2022 at 6:57 am

    You may need to be a bit cautious about the “anti anxiety” message – note that the U.K. advertising regulator says this:
    “Marketers should ensure that they hold evidence to support all claims that consumers are likely to regard as objective. In the absence of sufficient evidence, the ASA is likely to consider objective claims misleading.”

  6. Mark Cardwell - September 11, 2022 at 4:47 pm

    Until I saw your presentation at ARU, I hadn’t realised you were using essential oils. Makes much more sense now!