Case Study: Eco-diamond launch

The Challenge:
DNA2Diamonds, a pre-revenue startup business, could claim they offered the world's most personal diamonds. Real, GIA-certified diamonds, DNA2Diamonds have all the characteristics of those found in nature, but are created using DNA carbon taken from a lock of hair. They are also eco-friendly and involve no invasive activity that damages the earth.

Because DNA2Diamonds are a unique way to celebrate life events like engagements, weddings, anniversaries or the birth of child, the company knew they would appeal to a number of very diverse customer segments. They just didn't know which to focus on first.

The Solution:
Create end-to-end marketing plans and messaging for each customer segment and assign a champion to test market acceptance through tradeshows and influencers, and the channels to reach them.

The Results:
DNA2Diamonds launched succesfully by targeting not only botique jewelry stores, but also children's, maternity and high end toy stores, as well as channels that reach pet lovers. They offered affliates not only versioned marketing materials, but data that supported strong interest with their customer base.

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