Brilliant Earth
Brilliant Earth, an ethical luxury startup, aimed to disrupt the traditional precious gemstone market by offering ethically sourced diamonds. In its pre-launch phase, the company sought to establish itself as an authentic voice in the emerging marketplace for conflict-free diamonds. To achieve this, Brilliant Earth worked with me to develop a marketing strategy that highlighted the brand's commitment to ethical sourcing and transparency.
Role
Marketing and communications consultant
Client
Brilliant Earth
Project Focus
Marketing
Communications
Deliverables
Marketing and content strategy
Copywriting across website
SEO execution across website
Copywriting for all packaging
PR advising
Buying guides and other collateral
The precious gemstone industry is marred by ethical issues, including conflict diamonds, making consumer trust paramount for new entrants like Brilliant Earth. In 2008, the challenge was to launch the brand into a uncaring marketplace, providing a credible, authoritative source on conflict free diamonds to build consumer awareness and demand for conflict free diamonds and advocate for an even more stringent standards for conflict free jewelry. The strategy needed to educate consumers on the ethical issues within the industry while showcasing Brilliant Earth as a luxury brand with a conscience.
I devised an issue-based marketing strategy that tackled the complex history and current practices of the gemstone industry head on. Activities included:
Educational Content: Developed an extensive educational section on the Brilliant Earth website, distinct from marketing materials, to inform consumers about the ethical considerations in diamond sourcing.
SEO and Content Marketing: Implemented an SEO strategy that positioned Brilliant Earth as the top organic search result for “conflict free diamond” and related terms, driving visibility and traffic.
Social Media, Blogging, and PR: Advised on and executed comprehensive social media, blogging, and PR programs to engage consumers, share customer stories, and reinforce the brand's ethical message.
Brand Identity and Aesthetics: Ensured that every page of the Brilliant Earth site reflected a refined aesthetic that aligned with the brand's message of luxury with a conscience.
Achievements
Market Leadership: Brilliant Earth became the market leader in the ethical jewelry segment less than three years after launch, attributed largely to the strategic mix of consumer education, SEO, and brand identity.
Top Organic Search Ranking: Achieved and maintained the top organic search result for “conflict free diamond” and related terms, significantly increasing brand visibility and consumer engagement.
Consumer Trust and Sales: The educational resources and ethical stance of the brand empowered thousands of consumers to purchase ethically sourced gemstones with confidence.
Wikipedia Recognition: The framing developed for Brilliant Earth's ethical stance was used by Wikipedia to define “conflict-free diamonds,” underscoring the brand's impact on the industry narrative.
Long-Term Brand Integrity: The original blend of ethical origins, consumer education, and brand promise has remained largely intact, demonstrating the strategy's lasting impact.
Results
Brilliant Earth’s journey exemplifies how a strategic, issue-based approach to marketing can establish a startup as a leader in a niche market. By prioritizing education, ethical transparency, and a strong brand identity, Brilliant Earth was not only able to differentiate itself in the luxury gemstone market but also foster consumer trust and loyalty. This case study highlights the power of combining ethical commitment with strategic marketing to achieve long-term success and industry leadership.
The brand's journey from a startup to a publicly-traded company on NASDAQ with a market cap of $500 million further validates the effectiveness of the marketing strategies implemented during its foundational years.
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