Digital-first jewellery brand BlueStone launched watch jewellery with a talked-about ad campaign ‘Love is in the Little Things’ recently.
In conversation with Medianews4u.com, Harshna Pasari, Head of Marketing at BlueStone, spoke about the factors that led to the launch of watch jewellery, omni-channel presence and marketing strategies.
On the launch of watch jewellery and the target audience, Pasari said, “Target audience for the category is couples in the age between 25 to 45 and mostly young cosmopolitan couples. What we have seen is that more and more couples are moving away from heirloom and locker jewellery to everyday wear jewellery. Our previous generation wore jewellery on occasions like weddings or any other special occasions – the occasions were limited. Coming to our generation, we have multiple opportunities to wear jewelleries whether it is personal or professional.”
She added, “We have also realised that most of our TG is very digital and tech-backed; most of them are using smart watches. Reportedly, the smart watch segment in India in the second quarter this year has grown 347pc and we have become No.2 in the world on smartwatch consumption. Earlier, watches worn by women were jewellery-like and now it is taken over by smart watches. So, why not adorn it with Jewellery? And these are very subtle and simple with which they can make a statement. That’s where the inspiration came from.”
The response to the new launch ‘by far is amazing’, both on overall searches about the category and product purchase, revealed the marketing head.
The launch comes in the midst of the festive season (September to November), when BlueStone achieves 35 pc of its annual sales.
Omnichannel Inevitability
Every jeweller seems to be going omnichannel. Is it now a category where one cannot survive with only an online presence?
Pasari responded, “Only online or only offline is very difficult in today’s world. Earlier, we had limited e-commerce platforms and physical buying was limited. Now, the customer is in-market all the time, thanks to digital devices. Especially in highest value categories, customers want to have offline or in-store experience as well. It is important to be on both platforms and omnichannel is the way forward across all categories.”
On BlueStone’s marketing efforts, she said, “Our strength has always been digital marketing as we are a tech-backed company. We have expertise in that. At the same time, we are realising that if you want to scale beyond a certain threshold, offline and ATL is extremely important. If you have to have top-of-mind awareness and recall, you have to have multiple touch points for a customer to interact with you. As digital is our strength we will continue to be there and will give equal importance to ATL as well.”
