Mejuri: Seasonal Product Launch Campaign

Manasi Paradkar
Jul 5, 2021
8 min read

Mejuri believes in fine jewellery for everyday wear. Founded by Noura Sakkijha in 2013, Mejuri has introduced simple and contemporary designs to fine jewellery. “We hope to create a trend of women buying jewellery for themselves rather than be gifted (or waiting for men to buy jewellery for them)”, says Noura. (2017, forbes.com). All of their jewellery is handcrafted like it was in the olden days, but their designs and style are for the golden days ahead (mejuri.com). Their materials are recycled and fairly mined, and their production process is such that it supports the livelihoods of people dependant on this industry.

What Appeals To Me?

• Mejuri focuses most of their business practices on online sales with a “direct-to-consumer” approach, thus cutting down expensive manufacturers, marketing campaigns, and brick and mortar store costs.

• More than 75% of Mejuri customers are women buying for themselves. This is a result of how the brand has marketed itself.

• Instead of seasonal releases or big marketing campaigns, Mejuri has “weekly drops” where they release fresh inventory on instagram at the beginning of every week.

What I Would Like To See More Of?

• Since Mejuri focuses most on online sales, starting their own mobile app would make it a more easier and faster online shopping experience. Their weekly drops can also be done on the mobile app, thus increasing their sales.

• Mejuri needs to focus more on sustainability. They can have campaigns where they ask customers to bring in their old jewellery that they don’t wear, to get store credit. The metal and stones from those products can be reused to make their new and stylish jewellery pieces.

• They can make their social media content more relatable by adding more jewellery styling tips and tricks. Once in a while they can let their customers have a peek at how their favourite pieces are each specially handcrafted.

TREND ANALYSIS:

Macro Trends:

• Eco-Venience Retail: According to an article in LS:N, “Accelerating e-commerce and demands for expedited delivery are forcing a new framework that puts eco-conscious practices at the centre of retail operations.” The pandemic has driven a major increase in online sales and an increased want for door-to-door services. According to the World Economic Forum, demand for last-mile delivery will continue to soar: it's expected to grow by 78% globally by 2030 (LS:N, 2021).

• Increased demand for delivery services also means that companies will now have to come up with new ways to tackle the adverse effects on the environment due to the increase of delivery service vehicles.

• The pandemic has caused buyers to put their buying decisions into perspective. Consumers now expect total transparency and traceability of all their products along with circularity and sustainability initiatives.

Micro Trends:

• LS:N states that there is a higher demand for more and better created “Phygital” experiences. An online space where customers can experience spaces and products that mimic the experience of being in-store.

• According to the WGSN Fashion sector, there is a liking for #recycledmaterials in the jewellery and accessories sector (WGSN, 2021).There is a liking for textured surfaces, as well as raw and unfinished looks. Chunky metallic watch straps are going to be in for the AW 21’ collections. • From influencer conduct to social media platforms, more considerate luxury marketing is emerging online in which brands are exploring new role models (LS:N, 2021).

Initial Product Ideas & Strategic Direction for AW 21’ collection for Mejuri:

- Introduction of Jewellery Upcycling & Remodelling: A personalised service where customers can get their old jewellery upcycled into new and modern designs. As customers yearn to find more brands that are ethical and sustainable, along with a rising demand for recycled and circular materials, introducing a service, for eg. that allows you to refurbish and upcycle your mom’s old ring into an engagement ring , while still keeping the old aesthetic alive, would work perfectly with the customer likings and mindset. As customers are no longer going outside, upcyling old jewellery into new designs that follow the trend, would be perfect for those at home zoom meetings.

- Data shows that more and more customers are choosing to shop through local shops or online instead of huge departmental stores. Mejuri can launch a nomadic van service. This van would travel from neighbourhood to neighbourhood providing customers with personalised jewellery styling tips, jewellery cleaning and maintenance services, trial sessions through appointments, as well as a collection point for customers to drop of their old jewellery, either to get it refurbished, or to get a discount on the current Mejuri products.

OVERVIEW OF THE LAUNCH CAMPAIGN:

Based on the trend analysis, forecasting and brand research, Mejuri would be launching a new service called “Old Is Gold”, offering refurbishing, upcycling or recycling of old jewellery. Mejuri already uses recycled metals for some of its products, but launching this service, would up the sustainability and circularity factor of the brand. Mejuri’s primary clientile are women ranging between the ages of 22-45, hence this kind of service would sit well within that group. This service finally gives them a chance to revamp that old jewellery from their mother, and turn it into something more current, while still preserving it’s essence. Mejuri will also be having a special mobile store i.e a luxury van called “Mejuri Luxe”, which will be touring through major cities of USA for 2 months, offering all kinds of exciting offers and services.

CRITICAL PATH:

COMPETITOR ENVIRONMENT:

Mejuri is a brand that believes in fine jewellery for everyday wear, and is specefically targeted towards women. Mejuri already uses ethically mined, as well as recycled metals and stones for their products. All of their materials are certified and responsibly sourced. But when it comes to upcycling and

repurposing, Mejuri still has a lot to learn for it’s

competitors.

Astor + Orion believes in complete circularity of their products. They use safer materials with low toxicity, along with use of recycled materials and creation of products that can be recycled without extra processing. They also have ethical as well as transparent manufacturing.

Protsaah is an Indian brand with deep rooted values for repair and upcycling. They have an amazing ‘cradle-to-cradle’ program, wherein customers can send them their old or defective pieces of jewellery, and receive a credit of upto 70% on their next purchase. This old jewellery is either fixed and resold, or recycled for parts.

Washed Ashore believes that sustainability is not a trend, it’s a lifestyle. They use 100% recycled metals, post-consumer gemstones, and 100%

upcycled pearls. Washed Ashore uses gemstones from old jewellery pieces in their products to give them new life.

Sue Lane is a contemporary UK based jewellery designer. All of the jewellery is personally designed and handmade by Sue herself. The brand offers a remodelling/refurbishing/upcycling/recycling service , to turn old beloved jewellery into new contemporary designs. All the designs are personalised according to client requirements.

NEW SERVICE LAUNCH: “OLD IS GOLD”

“Old Is Gold” is going to be the new service created by Mejuri, that offers customers the option of getting their old jewellery repaired/remodelled/refurbished/upcycled, or recycled into new modern pieces of jewellery. This way the customer has the option of choosing a more sustainable path, instead of paying for metals that come through the labour of those poorly paid workers in mines. This service is divided into three tiers, that would offer the customers with a choice of selecting the one the most suits their needs. This service is a perfect option for anyone wanting to inculcate sustainability and circularity in their buying habits.

MEJURI WEBSITE PREPPED FOR THE LAUNCH:

“MEJURI LUXE” MOBILE STORE:

“Mejuri Luxe” is a mobile store that is going to be used to launch the “Old Is Gold” service. The van is going to travel through the famous cities of US for two months, providing customers with all kinds of exciting offers and services. Customers will get the chance to have a luxury shopping experience on-wheels, while receiving special recommendations from our in-house stylists and designers.

LUXURY VAN SERVICES:

- Customers will have the opportunity of pre-booking free styling appointments with our in-house stylists and designers on the luxury van, according to the van travel schedule. All appointments will be pre-booked to be safer during the covid time.

- First time Mejuri customers will be provided with a 10% discount on their purchases from the van.

- If customers wish to use the “Old Is Gold” service for revamping their old jewellery, they can book an appointment and bring in their old jewellery to the van to get design and style recommendations from our stylists. Their new revamped jewellery will then be sent back to them in 2-6 weeks depending on the service picked, and the design requirements.

SOCIAL MEDIA:

Mejuri has a following of 1 million on their instagram account. Most of their sales are generated from their website and social media accounts. Most Mejuri consumers are Millenials and Gen Zs. They release all of their new collections via their website and instagram. It only seems fair, that the new service launch be announced via their instagram and facebook channels as well.

SUSTAINABILITY INFLUENCERS:

These women are sustainability influencers based in US. Mejuri can make use of these influencers for increasing traffic, and educating customers about the sustainability factor of this new service. Using sustainability influencers, will also attract the right customer base to the Mejuri profile, which will inturn result in a successful launch.

BEFORE-AFTER SERIES:

Mejuri should also start a Before-After series on Instagram, thus encouraging customers to share pictures of their revamped jewellery from Mejuri. The hashtag “#oldisgoldbymejuri” should be used for sharing these pictures, thus hopefully making the hashtag viral, and the launch successful.

EDITORIALS:

Mejuri can make use of editorials in magazines and fashion websites to generate buzz for the launch of their new service. Mejuri consumers are mostly women in the age group of 22-45, who are thoughtful and conscious buyers, and would definately read the articles published in these magazines. This would also be a chance for Mejuri to talk more about the sustainability factor of this service, thus attracting a whole new range of consumers.

Articles about Mejuri launches and products have already been published in these magazines and websites multiple times in the past few years, hence we already know that publicity through these sources is beneficial. Editorials about the new service can be put on these sources to generate buzz and excitement among customers.

FEATURES & BENEFITS:

Why should the customers buy this?

“Old Is Gold” is a one of a kind service with three different tiers which customers can choose from, according to their needs and requirements.
This service is completely sustainable, and offers you a chance to invest in your old jewellery to make it new, instead of paying for new raw materials that will be dug up by low paid miners.
The world is shifting towards more sustainable and circular options, in order to try and avoid the use of new raw materials. Mejuri is offering just that.
All of the new designs will be personalised to the customer, depending upon their requirements.
The “Mejuri Luxe” van will give the customers a chance to book private styling appointments in a mobile luxury store on wheels, just in their city!
All of the jewellery will be completely handcrafted, thus bettering the lives of the artisans who make it.

References:

Bishop, K. Scot, S. (2021), ‘Eco-Venience Retail’, In: LS:N, At: https://www-lsnglobal-com.ucreative.idm.oclc.org/macro-trends/article/26771/eco-venience-retail (Accessed 02/06/2021)

Thomas, L. (2020), ‘10 Sustainability Influencers Inspiring Us To Do A Little Better Every Day’, In: The Good Trade, At: https://www.thegoodtrade.com/features/sustainability-influencers (Accessed 06/06/2021)

Ernest, M. (2020), ‘Louis Vuitton has a taco truck but for luxury goods, and it’ll come to you’, In: Input, At: https://www.inputmag.com/style/louis-vuitton-mobile-store-boutique-shopping (Accessed 04/06/2021)

F. K. Levy, G.L. Thompson, J.D. Wiest (A version from the magazine of 1963), ‘The ABCs of the Critical Path Method’, In: Harvard Business Review, At: https://hbr.org/1963/09/the-abcs-of-the-critical-path-method (Accessed 05/06/2021)

Slate, A. (2018), ‘Critical Path Method: A Project Management Essential’ , In:wrike, At: https://www.wrike.com/blog/critical-path-is-easy-as-123/ (Accessed 08/06/2021)

Lane, S. (2021), Sue Lane, At: https://www.suelanejewellery.co.uk/pages/remodelling (Accessed 02/06/2021)

Astor+Orion, At: https://astorandorion.com/pages/our-ethics (Accessed 03/06/2021)

Protsaah:Handcrafted Peace,(2021), At: https://www.protsaah.com/blogs/our-sustainability-story/cradle-to-cradle-our-repair-and-recycling-program (Accessed 03/06/2021)

Washed Ashore, (2021), At: https://www.washedashore.co/pages/sustainability (Accessed 02/06/2021)

Mejuri, (2021), At: https://mejuri.com (Accessed 27/05/2021)