The Challenge

Moi Moi Fine Jewellery is a new jewellery store Marketing Angels helped launch on the top floor of the QVB building in Sydney. A family run business, the store exclusively sells a new jewel called Moissanite.

Moisssanite is a unique gemstone that has similar and in some cases better properties than diamond. However, it does not have a profile amongst Australian consumers or jewellers.

Consequently, to be successful, Moi Moi Fine Jewellery needed to develop an innovative positioning for their new business that supports the sales growth they desire.

The Process

We began by conducting a workshop with the Moi Moi team to ascertain key points of difference and lessons learnt from launching Moissanite in other countries such as the US and Singapore. By the end of this process we had established a positioning statement and key marketing messages for the specific target groups.

The next stage was to develop a marketing strategy to drive traffic to the new store and educate Australian opinion leaders and consumers. A website was developed to assist in the education process. Local Sydney newspapers and QVB marketing vehicles were chosen to promote the opening of the new store. As the company was starting from scratch, consistent activity was critical – especially PR to fashion magazines such as Harpers Bazaar and Instyle.

A family friend designed the Moi Moi logo and Melbourne based The Blue Group repurposed marketing materials borrowed from the US, according to the new brand positioning developed. IASP was used to design and build a fully functional ecommerce site, www.moimoi.com.au, to support the store and reach potential interstate customers.

The Result

Moi Moi Fine Jewellery and Moissanite are carving out a niche in the highly competitive Australian jewellery market, well supported by strong, relevant brand and positioning.

Positioning Statement: Moi Moi Fine Jewellery – Giving you what you desire

What the client says:

“We knew that we had a great product but was unsure how to cost effectively communicate with our proposed target market. After participating in Marketing Angels’ brand workshop we clearly knew what our key messages needed to be and what differentiated us from our competitors. We were so busy getting our store opened that it was a relief to have Marketing Angels looking after our marketing execution. The marketing strategy devised was within budget, executed well and has kept us busy ever since we opened our store!
– Lauren Chang Sommer, Managing Director