Services offered: strategic communication, media promotion, PR
Christina Diamonds, the company that brought affordable SWISS MADE watches to Romania, has enjoyed extraordinary growth in just 8 months, from 1 shop to 6, following a strategic communication and promotion plan.
The starting point was just an idea, coming on a holiday, with a budget largely invested in products. Without a business plan, know-how in the field, or high expectations from the customer.
Christina Diamonds, the sole importer and distributor of the Danish jewellery brand Christina Jewellery & Watches, has today a concept store in Băneasa Shopping City (Bucharest), an online store, and partnerships with 4 of the biggest retailers in the market: eMAG (with over 4 million monthly visits and a turnover of 260 million euros), Luxury Avenue, Fashion Victim, and Miss Grey.
“The revolution of luxury at affordable prices” summed up the brand’s mission, being the only company in Romania that offers genuine Swiss Made jewellery and watches, with diamonds, unique in the world, because they can be built by you from scratch – accessible to anyone.
The strengths of the products have been identified, analysed, and tested by third parties. The winners were the following:
1. Diamonds and gemstones.
2. Jewellery is worn by Danish royalty and awarded internationally:
3. Jewellery collections at prices for anyone’s budget.
In parallel, we worked on an online shop where millions of users can purchase their favourite jewellery just a few clicks away. This was the most time-consuming, stressful, and time-consuming part of the project. It was no surprise to us though. We also encountered difficulties that made it difficult to manage the customer-IT relationship. And when it was done, it wasn’t. We have always found that such an online shop needs continuous improvement.
So we created a unified online brand image and community and Christina gradually migrated from the virtual environment to other shops.
In the communication plan we also constantly pursued other types of promotion:
The way we promoted ourselves in the media (TV and online publications) was a kind of hidden advertising. We didn’t aim to bully the consumer and sell at any cost but aimed to pique their interest by creating stories.
We have always provided journalists with news stories where the focus has been on the benefits to the consumer. In just 8 months, the Christina Diamonds brand has had around 30 earned media appearances.
We carefully selected a few public figures who identified with our target audience. With their help, we created campaigns with carefully selected themes based on research. One example is Working MOM, with journalist Emma Zeicescu, which was a real success.
Your business can have an equally impressive rise if you know how and what to communicate. We’re here to guide you and give you the expertise you need for guaranteed growth.
Contact us for more information.
Christina Diamonds, unic importator și distribuitor al brandului danez de bijuterii, Christina Jewelry & Watches, are azi un concept store în Băneasa Shopping City, un magazin online și parteneriate cu 4 din marii retaileri din piață: eMAG (cu peste 4 milioane de vizite lunare și o cifră de afaceri de 260 de milioane de euro), Luxury Avenue, Fashion Victim și Miss Grey.
