This July Only: Save 30% on PRO with code SUMMER30 »

Real-World Education for Modern Marketers

Join Over 616,000 Marketing Professionals

Start here!

Know-How Exchange

Topic: Branding

Search more Know-How Exchange Q&A from Marketing Experts

This question has been answered, and points have been awarded.

Need A Motto For The Brand

Posted by gloriasedo on 125 Points
We recently opened a jewellery brand in Barcelona. Covering all the process from designing to selling. The main short term objective is to be disclosed to the market.
Our passion are diamonds. Therefore we are trying to introduce diamonds and fancy diamonds culture into the spanish market.

Colud you make any proposal for a nice and representative motto?? The brand name is Blu Barcelona.
Thanks!

  • Posted by Moriarty on Accepted
    Blu Barcelona
    "For diamonds, we are your best friend"

    ("Diamonds are a girl's best friend")

    Or
    "When it comes to diamonds, we are your best friend"

    PS Are you suggesting that you don't have any diamond jewellery in southern Spain? Remember that most markets are fiercely fought over - so finding a small niche that you can dominate will save you a lot of time and trouble.
  • Posted by gloriasedo on Author
    Thank you Moriarty!

    About jewellry in Spain, there are many of them. The issue is about officially certificated diamonds and fancy diamonds. There is no Fancy diamonds culture. Just trying to introduce the concept.
  • Posted by Jay Hamilton-Roth on Accepted
    From your prospective customer's perspective, why should they care about "officially certificated diamonds and fancy diamonds"? Can people tell at a glance that the diamonds are indeed different, or is something only a gemologist would notice?
  • Posted by Gary Bloomer on Accepted
    In the diamond trade the term "Fancy" refers to colored diamonds, with colors ranging from Light Yellow to Fancy Intense Vivid Yellow (or Canary Yellow).

    Because of the colors of these kinds of stone, occlusions (visual faults) are less visible. Here's a link giving more detail:

    https://www.diamondonnet.com/knowledge/index.php?action=diamondeducation&am...

    As for the value of certification, it's important in order to grade stones against an agreed upon set of authorized measures such as those issued and adhered to by the GIA (Gemological Institute of America). The GIA's standards grade stones beyond cut, color, clarity, and carat weight (the typical 4 Cs).

    Certification ensures the jeweler retains his or her high degree of reputation, while giving the buyer protection that says that what they're buying is the real deal and not a lower grade stone that's been altered, or that it's not a synthetic stone.

    Everything the buyer needs to know is documented in the certificate.

    When a stone comes with a certificate, the buyer does not have to worry about being ripped off.

    Tag line:

    Blu Barcelona: the best in colored diamonds, guaranteed.
  • Posted by Moriarty on Member
    Gary's thesis on diamonds is a100% cut and polished gem.

    I would suggest however that everybody says "for the best in" few (any?) claim "we're the worst at". You don't get many sales by stating the latter, and since everyone states that they are good only tells you ... not very much.

    However on the basis of his research I would suggest a different tack. We are dealing with something that is actually a flaw in a diamond - so what? It is still a diamond, a real one and not fake (= manufactured).

    Bearing this in mind, do something with the flaw. I am not a pretty woman, I am 50 and divorced - yet Brian thinks I am wonderful. What he sees in me only God can answer ... that is not the point. He sees what he sees in me. Flaws and all. Because that is what your customers will see in your gemstones.

    Beauty - and a beauty that is not ordinarily sold. In short, you have a market on the basis of not being the best.

    Forget price: we are selling beauty and that has no fixed price. Who values these things anyway? Just because it is yellow, pink or purple does not mean it is any less beautiful. On this basis alone you could sell them for double the market price for clear diamonds ...

    .... okay, so you won't get far. We have to be reasonable and respect our customers too. That does not mean that they do not respect you and demand a low price because they can.

    We have three things that make your gems beautiful (before you have even designed and made their setting. Yes, I can handle gold solder).

    Gem - Beautiful color - real diamond (not manufactured)

    On this basis I would attract interested customers by telling them:

    "the cut of this diamond emphasizes its subtle apricot colour"

    "a red gold setting emphasizes this diamond's deep apricot"


    "Diamonds in uniquely subtle shades set by our own studios"

    "we set our own beautiful lemony diamonds in a ring of pale gold"

    .... and so on.
    Can you begin to see my drift? You can do a lot when you have a stone that has a colour. it is no longer pure and perfect, sure. It has a character. Given their cost, you could get someone to describe each individual stone - and this again is something that will set you apart in the market.

    You could even chase the "fruity" line and have this as your business name - snappy title escapes me perhaps one of the crew can pull me out of this rut?

    To your success, Moriarty.

    come on, guys, I have done some real footwork. Kick it about, please!

Post a Comment

Most Popular

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!