Project Title: Britta Dietsche.
Project Date: September – December 2024.
Project Type: Marketing Strategy | Consultancy | Graphics | SMM | Photo & Video Editing.
Project Goals: Create unity in written and visual communication while creating the base for the brand identity.
Introduction.
Britta Dietsche is a Zurich-based Swiss brand specializing in jewellery featuring lab-grown diamonds. Launched in 2024, the brand is at the beginning of its journey, and we had the privilege of collaborating with it from the very start. This personal brand reflects the vision of Britta Dietsche, a passionate Swiss artist and advocate for nature and conscious living. The jewellery collections showcase exquisite European design with a strong commitment to sustainability, using high-quality lab-grown diamonds.
Our collaboration with Britta Dietsche aimed to craft a tailored marketing strategy encompassing a brand refresh, social media management, graphic design, copywriting for promotional materials, photo and video content creation, and social media management.
The challenge.
Britta Dietsche is a newly emerging brand in the luxury jewellery market that is highly competitive, with numerous brands competing for attention. Our main challenge was to raise awareness about the benefits of lab-grown diamonds and colored diamonds compared to mined diamonds, as some consumers may still perceive lab-grown diamonds as inferior.
The main focus was to grow the audience and buyers among millennial and Gen Z women in Switzerland through a younger and more affordable, yet ethical, choice of diamond jewellery.
Solution.
Our solution was focused on three directions: positioning, narrative, and differentiation.
– We started by positioning BD as a curator of sustainable luxury jewellery that offers lab-grown diamonds as the ethical and stylish choice for the modern, socially conscious woman.
– We concentrated our efforts on emphasizing how lab-grown diamonds offer the vision the audience craves but without ethical and environmental concerns.
– Lastly, we made it a priority to highlight the brand’s commitment to empowering and bringing color into every Swiss woman’s life.
The solution was through a mix of digital marketing, events, and photoshoots to capture the attention of Millennial and Gen Z women in Switzerland and convert them into loyal customers.
Process and stages.
The first step in creating the identity of the Britta Dietsche brand is research. Looking for information about the Swiss jewellery industry and market was a crucial step in our process. Due to this, we have managed to find very valuable information that we can use in our strategy proposal.
From this, we have found that most couples prefer to buy a lab-grown diamond when they get engaged due to the lower price point while being able to get a bigger diamond. And, after a few years (or even decades), investing in a natural diamond, seeing it as an investment rather than just a showcase of their love.
This was one way of approaching our target. Another shift in the market is that women are starting to buy more expensive jewellery for themselves, without waiting to receive them.
With all of this in mind, we penciled in the strategy and started to work on the branding that will appeal to these two segments of our target market.
Once the strategy and the branding have been created, everything goes smoothly. The strategy gives the direction and what exactly needs to be done to create brand awareness. While the branding gives you a clear image of how everything is supposed to look, feel, and sound.
Challenges and learnings.
Throughout the project, we encountered and overcame several challenges:
– Getting to know the Swiss market and purchasing behavior;
– Reaching information about the market, and especially about the lab-grown diamonds market;
– Trying to shift the perception of lab-grown diamonds being only cheaper, when in fact you can get a bigger diamond for a smaller price and, on top of that, choose a desired color.
Conclusion.
Working on the Britta Dietsche project was a truly dazzling journey. Collaborating with a brand in its early stages is an incredible experience, as it allows us to shape its strategy and identity in an organic and creative way. The client’s team was fantastic, making the entire process even more enjoyable.
We’d also like to highlight our collaboration with Morphee World and Pamela Hastry – Fine Jewellery Consultant, who guided us through the fascinating world of high jewellery. A special thanks to our talented collaborators, Alex Negrea and Rebecca Mânzat, for their invaluable contributions to the video and photo shoots for Britta Dietsche’s promotional materials.
It was a pleasure working with such a passionate and talented team, and we look forward to future collaborations!
If you need help in crafting the perfect marketing strategy for your brand, leave us a message.
