THE CHALLENGE

Commoditization of diamonds and a changing retail landscape threatens margins and the selling process. In an effort to challenge the commoditization of the product and change the narrative of the sale, the client needed to evaluate and understand how it partners with retailers to deliver the experience that will inspire and encourage change.

• Understand the obstacles in the retail environment and persuade retailers to emotionally, intellectually, and financially invest enough in the brand to make the change.
• Deliver a clear and relevant model for partnership that ensures proper margins for both parties, support from the brand for retailers, and a goal of mutual growth in the face of challenging external industry dynamics.

THE CHANGE

• From our research, we identified that our client’s value proposition was not aligned with the retailers it was looking to partner with, and therefore was hindering growth on both sides. We identified touchpoints in the retailer relationship to outline opportunities for connection and delivering on the brand promise.
• By identifying and clarifying assumptions, outlining the partnership journey, and positing on ways to capitalize on internal opportunities for change, we worked with the client to realign the value proposition to support organizational goals.