There is a conventional way to go about and introduce a brand to the market when it comes to fashion and jewellery. I am lucky enough to be able to fall back on a family network of over 25 years within the industry. Lioness Jewellery is a high-end luxury jewellery brand that has an extraordinary style developed within the family business. Taking this new venture, I decided to take the unconventional route to sell our product and enter new markets. With various collaborations, we sell via VIP private events and showcases. This way gives a certain exclusivity and extravagance to it; jewellery is exactly that. We want to give our client a feeling of exactly that: each and every one is important to us. We spend time getting to know them and create a mutual bond that enables the customer to identify with Lioness Jewellery.
Whilst every brand has their own distinct creative style, a jewel made by Lioness Jewellery stands by itself in a bold classic piece of jewellery. That being said, brand image is a crucial part of developing the brand. Being a young luxury brand means to create the connection, the feelings and emotions between the customer and the brand. A VIP showcase gives me the chance to make this happen. I have the chance to give attention to each and every one of my customers with a personal note. I do not try to be someone I am not. I stand by the fact that I am a young and fresh jewellery brand. Therefore I try to compete not only with our style and connection, but also by price point. A showcase and VIP event is a direct way to sell, which leaves me with limited cost of sales. I personally value fairness and loyalty in life, so I apply the same to my brand and my customers.
For me there is only one straight answer: yes! I am an EBS girl through and through. Transferring into the BA International Business, the EBS spirit caught me immediately and I realised it was the best decision I could have made. I believe there was no place else I could have learned and experienced all the things I did. During my BA the hands on spirit was almost present in every course. Still, this was topped at my MA in Luxury Brand Management. I was lucky enough to be part of the first semester to start and graduate in this degree. This one year gave me the most valuable and practical ideas that I am able to implement during my process of creating my very own luxury brand. It would be possible to do it without I guess, but it just makes it this much easier to fall back on such knowledge and this kind of entrepreneurial network.