KBS Jewelery

THE PROBLEM

Discovering what the future of fine jewelry for the North American consumer would be

Client

KBS JEWELERY

Project Type

CATEGORY REVIEW

Location

North America

References

KBSGROUP.COM

THE BRIEF

In a vast, hyper-fragmented, and saturated market where everything seems to have been done, the main challenge was to discover what the future of fine jewelry for the North American consumer would be.

CATEGORY REVIEW •CATEGORY REVIEW •CATEGORY REVIEW •CATEGORY REVIEW •CATEGORY REVIEW •

OUR SOLUTION

Deeply understanding the role of fine jewelry in people's lives

To help KBS on this mission and identify viable, relevant, and innovative business opportunities, it was necessary to deeply understand the current role of fine jewelry in people's lives and how the purchasing cycle unfolds in different stages: pre-purchase, purchase, and post-purchase.

It was crucial to have broad access to different social levels where fine jewelry plays an essential role -identity, family, community, and group- to unlock new forms of usage and emerging behavior that could define new avenues of opportunity for the development of new products.

How We Did It

At the beginning, we needed to understand the state of the market and the category. Insights from experts in the field provided clues for reflection on what is happening in fine jewelry.

We also spent time with diverse fine jewelry consumers across the United States to truly understand their behaviors, what they are wearing, what they cherish, and what they would love to buy.

It was there that we glimpsed a clear opportunity that defined our market strategy for KBS.

CHALLENGES

Some of the challenges we had to overcome:

The fine jewelry category seemed to be stagnant.
With hundreds of brands in the market that appear similar and ultimately lack authenticity, finding a new way to engage and be relevant to the consumer seemed impossible.
Diamonds have become commoditized.
With the recent boom in synthetic gems, specifically diamonds, the category seemed threatened and without a clear direction to solve the loss of value associated with mass production of synthetic diamonds.
Personalization is a must for the US consumer.
Increasingly, people are seeking distinction and uniqueness. They desire to be heard and decide how to personalize their fine jewelry. Thus, finding an authentic, viable, and scalable way was essential to the task.

THE RESULTS

Commercial opportunities anchored in emerging, relevant, and high-potential consumer behavior

Our main mission as a strategic partner was to create areas of commercial opportunity anchored in emerging, relevant, and high-potential consumer behavior.

The project doesn't end there. As a true partner, our work also has helped them craft and shape the retail conversation. Winning over challenging partners and creating real value for KBS.