From Ethical Practices to Innovative Campaigns: Brilliant Earth's Guide for D2C Triumph

Hello, readers! In today's newsletter, we turn our attention to Brilliant Earth, a brand that has not only shone brightest in the fine jewelry industry but has done so while leading the charge in ethical sourcing. This is Startup Stoic, a newsletter that assists you to learn better and strategize your startup ideas. Feel free to share it with others.

When seen from a business perspective, creating a jewellery startup is challenging. One of the primary challenges is the presence of multiple retail stores. 

As a D2C business, retaining the customers is a task. But, do you think it's impossible?

The answer is, absolutely not. 

Creating a repeating chain of customers in the jewelry niche is a play of wits. And the best example in this case is Brilliant Earth, the digital-first fine jewelry company. 

What Did Brilliant Earth Do Different?

With a commitment to responsibly sourcing environmentally sustainable stones and materials, Brilliant Earth stands out as a prime example. While it gained recognition for its transparency in high-value jewelry like engagement and wedding rings, the brand has extended its ethical principles to a broad range of fine jewelry items. Recognizing its predominantly Gen Z and Millennial audience, Brilliant Earth employs an omni-channel strategy to seamlessly turn first-time purchasers into devoted, repeat customers.

A channel that Brilliant Earth uses extensively to direct its customers toward the funnel and nurture them is email marketing. On average Brilliant Earth has 1.8 million subscribers to its email program. These subscribers generate an engagement of 6,00,000 per month. Now, the question is how does the email subscription help to create such heavy traffic?

Stating Kim Taruno, the email marketing manager of Brilliant Earth,

In other words, since an engagement ring or any other jewelry buyer would only make a one-time purchase, it is crucial to keep them in the newsletter audience of the funnel. A method that Brilliant Earth uses is the personalization of communication. By tracking custom variables that indicate individual interests, they tailor their messaging to each customer's preferences. This helps create a more authentic and holistic experience, guiding first-time buyers through personalized journeys. As customers evolve from engagement ring shoppers to repeat buyers for special occasions, the strategy shifts to providing content that aligns with these changing needs. Essentially, it's about delivering the right content to the right people at the right time to build lasting customer relationships.

As we're discussing the marketing strategy of Brilliant Earth, let's not forget their 'Drop the Hint' concept. 

Brilliant Earth found a clever way to make engagement ring shopping a team effort! The "Drop A Hint" program they developed allows someone to subtly share their preferred ring and stone style with their partner. By making it feel natural and collaborative, they're tapping into the trend of Gen Z and Millennials making joint buying decisions. It takes a bit of pressure off a significant decision and has turned out to be a highly successful campaign for Brilliant Earth. The program not only boosts conversion rates but also provides the company with more insights for tailoring future customer journeys. Smart move, don't you think?

Key Takeaways From Brilliant Earth

Let's delve deeper into the key takeaways for D2C leaders based on Brilliant Earth's success:

1. Commitment to Ethical Practices:

   - Brilliant Earth's dedication to responsibly sourcing environmentally sustainable stones and materials sets a high standard. D2C leaders should consider adopting similar practices to not only appeal to socially conscious consumers but also to build a strong brand identity rooted in ethical values.

2. Omnichannel Strategy:

   - Recognizing the target audience, which consists mainly of Gen Z and Millennials, is crucial. D2C leaders should prioritize understanding their audience's preferences and behaviours to tailor marketing strategies accordingly.

   - Implementing an omnichannel strategy, as demonstrated by Brilliant Earth, allows for a seamless and integrated customer experience. This approach ensures that customers can transition effortlessly from online interactions to physical showrooms, fostering a stronger connection with the brand.

3. Email Marketing as a Powerful Tool:

   - Brilliant Earth's emphasis on email marketing showcases its effectiveness in customer engagement and retention. D2C leaders should explore innovative ways to grow their subscriber base, such as incorporating links in social media bios and utilizing QR codes in physical locations.

   - Personalization is key in email marketing. Tracking custom variables and tailoring messages based on individual interests ensures that customers receive relevant and engaging content, enhancing the overall customer experience.

4. Personalization for Lasting Relationships:

   - The recognition that one-time buyers can evolve into repeat customers through personalized journeys is a crucial insight. D2C leaders should invest in data analytics to understand customer behaviour and preferences, allowing them to deliver personalized content that resonates with their audience.

5. Innovative Campaigns:

   - Brilliant Earth's 'Drop A Hint' program is a testament to the effectiveness of creativity in marketing. D2C leaders should explore innovative campaigns that not only drive conversion but also enhance the overall customer experience. The program's success in making engagement ring shopping a collaborative effort aligns with the trend of joint buying decisions among younger consumers.

6. Insights for Future Strategies:

   - Beyond immediate conversion, campaigns like 'Drop A Hint' provide valuable insights into customer preferences and decision-making processes. D2C leaders should view such campaigns as opportunities to gather data for refining and tailoring future marketing strategies, ensuring continuous improvement and relevance.

7. Continuous Evolution:

   - The acknowledgment that customer needs to evolve, especially in the jewelry niche, underscores the importance of adaptability. D2C leaders should be proactive in adjusting marketing strategies to cater to changing customer preferences, ensuring a sustained and evolving customer relationship.

In summary, Brilliant Earth's success serves as a blueprint for D2C leaders, highlighting the significance of ethical practices, omnichannel strategies, personalized marketing, innovative campaigns, data-driven insights, and continuous evolution in the ever-changing landscape of direct-to-consumer business.

Here's a Think It Through question for the D2C leaders:

As a D2C CMO, how will you prioritize understanding the preferences and behaviours of your target audience, especially if they are mainly Gen Z and Millennials, to tailor marketing strategies effectively?

Today, As we are focusing on personalisation and email marketing, I want to recommend couple of newsletters to subscribe.

• Case Studied - Discover the world's best case studies that will make you a better marketer.

• Marketing Alec - Digital Marketing does not have to be daunting.

• AI Tool Report - Learn AI in 5 minutes a day

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