Disrupting the norM
Mejuri wanted to empower women to buy jewelry for themselves - not wait for an occasion or a man to buy something for them.
The Challenge
Explored how Millennial women (their target demographic) spoke and acted. Used structured and unstructured interview methods to understand their buying habits and journey to invest in higher-priced pieces
Conducted extensive competitor research to see what best-in-class looked like. What brands were building community and had a following beyond their product
Led exercises internally to workshop the right tone of voice, messaging and positioning of the brand
The Prep
Developed campaign copy and taglines that challenged the status quo of the jewelry and diamond industry, which caused a stir, inspiring and empowering women to buy diamonds for their damn selves
Utilized copy to focus campaign launches around Millennial women’s interests or key buying moments, such as the Horoscope Collection, springtime, or influencer collaborations
The Solution
Built a lifestyle brand
Women bought jewelry outside of occasional moments or waiting for someone else to buy them something
