ABOUT
Project: Develop product, branding, platforms, and wholesale strategy for Charmed by The Crowns, a new tween jewelry line.
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Challenge: As a new division of The Crowns Bespoke Jewelry, the brand lacked retailer trust.
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Solution: Deployed brand ambassadors, launched an on-trend, competitively priced line, and executed a hands-on wholesale strategy with samples placed directly in retailers’ hands.
ROI AND STRATEGY
Rate of Conversion:
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35 wholesale accounts by Mar 2023 → 70 by Jun → Von Maur by Aug → 110+ accounts by Dec, with Dillard’s discussions for Q1 2024.
Strategy:
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Dominate tween jewelry niche with fresh content and trend-driven products.
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Send samples to aligned retailers and track trends via Markettime.
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Drive growth with new order incentives and loyalty discounts for re-orders.
