In 2024, Dia Hart entered the market with a bold mission – to make diamond ownership accessible and affordable for everyone. They only use GIA and IGI-certified lab-grown diamonds, ensuring top quality. But even with such a powerful mission, they faced one big challenge — many people still believed lab-grown diamonds were fake. Let‘s understand how we helped them launch and gain trust.
First and foremost, the brand was set to launch but there was no defined brand identity. Plus, people still confuse lab-grown diamonds with artificial diamonds. That’s why many potential buyers didn’t fully understand what lab-grown diamonds were or how they compared to natural diamonds. Our challenge was to educate the market, build trust and create a desire for something new.
Through our research, we discovered a key insight: younger people were open to lab-grown diamonds, but only if they had the right information and felt they could trust the brand. This insight became the foundation for everything we did next.
The brand was set to launch but it didn’t have a defined brand identity. So it was likely that people wouldn’t even recognise them or trust them. To prevent this, we conducted audience research, studied the lab-grown diamond industry and understood the aspirations of potential customers. This deep dive allowed us to craft a bubbly, relatable brand persona that stood out. We established a tone of voice that was approachable and welcoming. This helped Dia Hart connect with their audience right from the start.
One of the biggest challenges was lack of awareness about lab-grown diamonds among their customers.
We knew we had to provide information to them first to convince people to actually buy solitaires. So, we had the founders create personal, informative videos that humanised the brand and built trust. Our educational and entertaining reels busted myths, helping potential customers feel confident enough to visit the shop and make purchases.
Just because the brand was just established, we knew we would need to implement a lot of brand awareness campaigns so that more and more people recognised the brand. As the audience was relatively younger and followed influencers, we did influencer partnerships to promote solitaires by Dia Hart. We got a massive reach with this partnership and we moved a step further in our marketing plan.
Before the launch, we did fun content to build hype. At that time we noticed how much our audience loved entertainment. In fact they use social media mainly for that. That’s why we leveraged meme marketing to engage the audience. These also set the brand apart as other jewellery brands were following the traditional route on social media.
We understood that buying a diamond is often tied to significant life moments, which is why we infused emotional messaging into our campaigns. By crafting phrases like “Your First Diamond” and “A Gift of a Lifetime,” we resonated deeply with our audience's sentiments. This emotional connection transformed lab-grown diamonds into symbols of cherished milestones. By telling a story that emphasised personal ownership and memorable gifts, we made each purchase feel special, further solidifying the brand’s place in our customers’ hearts.
