Fiona Diamonds Brand 360

Learning about your brand

Learning about your products

Learning about your customers

Learning about your Competition

Learning about your proof-points

Word Library, Brand Voice, Tone & Keywords

[INCOMPLETE] Learning about the voice of the customer

COPYWRITER BRIEFING INPUTS

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Learning about your brand

WHY IS THE BRAND WORKING WITH ADBUFFS?

Our goal with Adbuffs —-

goal 1 - lead generation (high ticket size items- solitaire, necklaces, (5lakh-50lakh- customisation service)

(lab grown diamonds- lead generation - then sentot sales team)

goal 2 - website sale, offer, coupons, earlier google ads did not work, affiliate programs worked best for us, cred platform helped us with profitable conversion)-

(add info — 2015- online store(now in shopify within next 2 weeks)- link woocommerce to shopify)

Service: Ads / Ads+ Emails/ Emails?

DIRECT COMPETITION IN EMAILS 2

DIRECT COMPETITION IN EMAILS 2

Brand website Link

Notes & Email newsletters brand references

Caratlane

Don’t miss any occasions, funnelling, product displayed in a good way

Bluestone

good subject lines in all

BrilliantEarth

good subject lines in all

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Experience with previous agency

we have worked with few agency in the past, not recently though.. Did not get good sales numbers.

BRAND VALUE PROPOSITION

What?

Fiona is the First & Only Brand in India to sell Natural Diamonds, Lab – Diamonds & Moissanites all under one roof. This makes the Brand a One Stop Destination for all your jewellery needs.

We understand What a Woman really wants! – just Variety, Value & Look. To achieve this, we adapt to the latest trends in the luxury world and curate the most memorable pieces which shall give you a look of a much higher perceived value.

Our mission is to make Fine Jewellery Collections at unbelievable prices. We believe that luxury should not come at the cost of the environment so when you choose to wear a jewelry piece, you make a statement that’s larger than a style statement.

Why?

We promise to deliver exquisite jewellery pieces with the most remarkable finish, so as to create highly desirable designs & experiences that surpass our customer’s expectations.

We shall be your jewellery wardrobe all your life since we promise to give you Lifetime Exchange on all your jewellery and thus keeping your investments safe.

How?

A single jewellery piece follows a long journey before coming to life. Before designing, our designers think of each individual one of you to understand your Professions, Lifestyles, Occasions, Likings, Purposes, Events & Proud moments. Only then they are able to bring out the emotion out of the jewellery which would make it special for you.

Strongest Value proposition

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What is your story?

1. ORIGIN STORY

To deliver exquisite jewellery pieces with the most remarkable finish, so as to create highly desirable designs & experiences that surpass our customer’s expectations.

natural diamonds also called mine diamonds,

lab grown diamonds - (eco friendly, fairtrade diamonds- millenials prefer lab diamonds,

occasion based- gift to bride, (we want to gift natural diamond)

2. NAME STORY

14-15 yrs back- looking for unique name- Fiona- white like a princess

3. GAP STORY

1- engagement ring big in India, we have 500+ rings ready

(others will have 5-6 ready rings)

2- customisation - date, initials, designs, personal shopper & jewellery designer also we give them )

3 - in our category , we give best price guarantee, get value for money,

we deal in all grades of diamonds.

4 - leaders in solitaire designing , moissanite diamonds, price - plain gold jewellery also we have started,

5 - outsource some designs, depends on trend, design as per trends, inhouse manufacturing so quality control is there..

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US VS THE INDUSTRY

transparency - trust factor - educating the customers, no jeweller - family doc or family jeweller, - selling lab diamonds in the name of natural diamonds...

Unorganised sector currently.

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TRENDS STORY

lightweight jewellery, minimalist, (earlier it was gold) now due to increase in price 14kt is also accepted,

ppl don't prefer heavy jewellery, new brides also want big solitaire,

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PRODUCTION STORY

thin bands, lightweight jewellery, solitaire rings- tiffany cartier do, that we do... types of diamonds (3 types by means of tech )-

lab grown diamonds- buy back, value retention , here its an investment , post covid- fast spending, little less apprehensive, 100% buy back & exchange (they calm down),

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DESIGN STORY

DESIGN AND CRAFTSMANSHIP

1- Sketching

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We craft jewellery that would make a statement and turn heads by giving a bold look. At this stage our designers sketch their ideas which would just fit perfect for that special occasion.

2- CAD

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The hand sketches are then converted into a digital sketch with all detailing of the size and setting of each gemstone using Computer Aided Designing

3- 3D Modelling

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The most sophisticated 3D printers then use these CAD files to create a wax models which are the physical prototypes

4- Casting

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The wax moulds are sent to create a dye in which liquid gold is casted to bring the design in a 3D Golden form.

5- Filing

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All extra gold is filed to make the entire surface even to hold polish flawlessly and make the jewellery look delicate at this stage.

6- Setting

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This is one of the most crucial stage in craftsmanship since the right angle and orientation of each jewel shall make it shine to its highest potential. Only a perfect setting can enhance the Brilliance of a real jewel.

7- Final Polish

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The precious piece is now brought to full life by polishing it to the highest standards so as to cover any blemishes or porosity to make it look flawless. Different combinations of Rose Gold, White gold & Yellow gold are given to bring out the complete design element of the piece.

8- Quality Check

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Each piece is carefully examined for quality assurance to make sure it meets all Hallmarking & Certification requirements and maintain the highest standards.

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Top interests associated with brand

Interests

Interests

Direct Interests

socialites, shopaholics, like luxury items, cars, travel, pets, fine dining, all pleasures in life

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