About This Project
Heidi Carey started her business somewhat by accident. A former designer for Polo Ralph Lauren under Vera Wang, Heidi started amassing a collection of semi-precious gemstones and beads from her travels around the globe. She made a few necklaces for herself and friends as gifts and word quickly spread among her personal connections about her new jewelry. Within the first few months, Heidi realized she had created a profitable business.
We worked closely with Heidi and her team to narrowly define their ideal customers through interviewing women in their target market about their jewelry shopping habits, researching competitors’ marketing, and combing through purchases made on their online store to fully understand the woman who wanted to buy Heidi’s unique and bold jewelry. We used the information to create a growth-focused marketing plan and path forward.