By: Jared Boba
Group 1: Katie Diamond Jewelry
Diamonds Can Be Anyone’s Best Friend!
Katie Diamond Jewelry is making headway as a local jeweler. It is always impressive when a small business can hold its own in an industry as competitive as retail. The strength of Katie Diamond is that it is high quality jewelry while still maintaining unique properties. Katie infuses her personal style of bohemian and luxe to make her jewelry stand out from others. This is an excellent opportunity to improve her SEO. Originally, when I googled Katie Diamond I still had to scroll down to find her website. If you haven’t checked it out yet, I highly suggest taking a look here for yourself and or a loved one!
Katie has unique jewelry, so we can improve her SEO by driving people who specifically like bohemian and luxe jewelry to her website. The keywords can be more specific for people searching for certain types of accessories. This is a major advantage when you think about it. Everyone already knows Kay Jewelers, Jared the Galleria of Jewelry, and don’t forget Tiffany&Co. Sure they might be considered the best of the best, but what makes them stand out from one another? We are in an age where bigger does not necessarily mean better. If we can hone in on Katie’s strengths, we can create a brand image that separates us from the rest while still being a mainstream jeweler. If you don’t believe me, take a look below at some of the pieces in her collection.
Another major feature of our media plan is Katie’s curated content. Everyone can make a name for themselves especially with the help of social media. It would be a lot more useful for us to reach out to reliable influencers like we talked about in class. Coming from a man who loves Beyoncé more than his own mother, I can admit that it is more useful to use underground content that people feel more personally connected to. Out of her 99 million Instagram followers, people do not feel like they can have a comparable lifestyle or could afford to wear the same jewelry as Beyoncé.
A recent up and coming fashion blogger named Arielle Noa Charnas has made quite a name for herself on her Instagram, better known as @somethingnavy. Arielle just recently hit one million followers on Instagram just for being herself! She has loyal followers that look to her for fashion advice and trends. If we could get in touch with Arielle and send her samples of our jewelry, it would be much more beneficial for her to post about Katie Diamond in one of her “Outfit of the Day” posts than it would for superstar celebrities. Her influence on social media is going to be more consistent and relevant to our target market because women 25-34 can relate to her on some level. An interesting read on how to execute curated content explains the best strategies to use when trying to make your brand more current and “in the now.” It also discusses the importance of one’s personal brand, so if you’re as self absorbed as I am, click here!