Making a radiant entry into the world of jewellery

Radiant Bay: Market Entry Strategy

The Situation

In India, buying gold or diamonds traditionally means a trip to the trusted family jeweller. But today, the jewellery industry is riding the e-commerce wave. While at a nascent stage currently, it is tipped to have tremendous growth potential with a forecast of $22 billion in the next three years.
Radiant Bay was a growing player in this story. It was an online store that was set to be the largest catalogue of wearable, affordable, diamond-studded silver and gold jewellery. With a resolution to feature the most trendsetting diamonds, it wanted to be positioned as the confident woman’s portal of choice for exquisite jewellery that suits her fashion needs. In order to achieve that, they needed a market entry strategy and a communication campaign that built awareness about Radiant Bay.

What We Did

To mark the launch of Radiant Bay, we created a #SparklesInTheBox package for key editors and journalists with a piece of jewellery in them. They not only gave the media a first-hand experience of the brand, but also provided all the communication about the company, the collections, and the production techniques.

Then for the launch of each new collection, we did specific targeted activities. For the Rakhis collection, we tied up with Uber and wished brothers and sisters across Mumbai a safe Raksha Bandhan. Then we did a feature on Ganesh Chaturthi for the Ganesha collection. We also focused on the novel concept behind the black diamonds collection. With the objective of sustaining the brand name with the media, we created trend stories around resort wear, diamonds under 1 lakh, blue and yellow stoned, and heart inspired accessories.

The Results

In a span of three months since its launch, this new brand had garnered 60 stories across print, online and TV. It had been featured in top magazines like Harper’s Bazaar, Harper’s Bazaar Bride, Femina, Elle, New Woman, Savvy, BTW, Jetwings, key mainlines like Financial Chronicle, DNA Luxury, Maharashtra Times, Deccan Chronicle, and also TV channels like Me Marathi and Zee 24 Taas.

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