JewelryHsin-Chung (Alisha) Chang

Zhi (Kina) LiAnubhuti Oak

Nishita TamulyChenhui (James) Zheng

Agenda Introduction Digital Efforts

Brand Story Customer Profile Social Media Value Proposition Fascination Triggers Strengths/Weaknesses UI/UX

Key Takeaways Recommendations 3 Secrets to Digital Success

Introduction

James is looking for a prom date!

Can you tell me about your story?

Brand Story

”We work hard to simplify the buying process, empower and educate our customers and, ultimately

help them make a purchase they will cherish for a lifetime.”

Who do you hang out with?

Customer Profile

What do you do when you socialize?

Social Media

What do you do when you socialize?

Value Proposition

Top 10 Diamond Buying Tips

What about you might fascinate me?

Fascination Triggers

Why should I take you to the prom?

Know-It-All PioneerWeakness

Social ArtistWeakness

Aspirational DivaWeakness

How do I get you know you more?

UI/UX

So who should I take to the prom?

Who is who?

Know-It-All

Pioneer

Social Artist

Aspirational Diva

Key TakeawaysBlue Nile Education

Core for content marketing

Clear value proposition Best value for

money Unconventional

target Men

Catbird Segmentation

Niche market Strong social

media presence Influencers on

Instagram Blog

Beyond the product offerings

Tiffany & Co. Strong

community Social

engagement Great content

Emotional connection

Seamless UX Tools to create

value consistently

RecommendationsCatbird Story Telling Responsive UX

design Adopt latest

technology

Blue Nile Leverage

emotional stories Extend CLV

Increase instagram presence

Tiffany & Co. Personalized email

marketing Cater to emerging

consumers (millennials)

Build user-generated content

3 Secrets To Digital Success In Jewelry Industry Create relevant content to engage

in conversations Don’t be afraid to use digital tools Stay true to who you are but

explore new market segments

Thank You!Q&A

APPENDIX

Followers On Social Media PlatformsTiffany & Co. Blue Nile Catbird

Facebook (Likes)

7.6 MM 1.2 MM 23 K

Twitter 1.29 MM 13.7 K 10.6 K

Instagram 2.2 MM 29.4 K 131 K

Pinterest 92.1 K 82.9 K 39.5 K