Blush Jewels, an Amsterdam-founded gold jewelry brand, is distributed by over 300 jewelers in Europe. I spearheaded the brand research and redefinition for Blush, guiding its growth. Following this, I conducted market research and formulated their German go-to-market plan.
Through in-depth interviews with 20 potential B2B and B2C customers, our team identified a consumer need for story-driven products that are both stylistically and financially accessible. Armed with this insight, I positioned Blush around its design accessibility and the strength derived from embracing vulnerability.
To define Blush's expansion plan into the German market, I launched a market-specific survey to better understand consumers’ perceptions of jewelry and shopping behaviors.
In analyzing the responses, I defined the two customer groups and six communication barriers that the brand needs to overcome. These barriers became the foundation of my proposed go-to-market communication plan, coining Blush's German-specific market positioning:
"Your Majesty’s strategy team enabled us to truly understand our customer’s thoughts and made us reconnect with our own colleagues on a deeper level.
They captured the essence of our company and brought it to life by focussing on what truly drives people to purchase our jewelry. Everyone in their team brought their authentic selves, which encouraged us to show our most vulnerable sides. This led to a tight collaboration that shaped our new strategy.”
Chagai Goldstof, CEO at Blush Jewels