A young jewellery brand was far better known than bought, and its top-of-mind lead appeared only in the bridal segment
A specialist jewellery brand built on a newer segment of the category had invested heavily in salience and wanted to know whether it was converting.
The tracker covered the full funnel across 31 brands, imagery, premium standing, advertising and the path to purchase, with bridal and non-bridal buyers reported separately.
Awareness was not the problem; repeat purchase was. The brand was being tried and not retained, and the separation opened between buying once and buying again. The newer segment had permission but not primacy. Reading bridal separately revealed a top-of-mind lead that pooled data had hidden. The client left with two distinct briefs: retention, and segment advocacy.
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- The question
- How healthy is a young fine-jewellery brand across three markets, and is the newer segment it champions being accepted?
- Approach
- Face-to-face tracker across 31 brands: funnel, imagery, premium standing, advertising and path to purchase, bridal and non-bridal read separately
- Where
- Three metros, India
De-identified. Names, places and distinguishing details are generalised.
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