# A new jewellery brand shifted to a 70% DTC model

> A debut collection was given a clearer pricing, product and channel structure.

- Client: confidential
- Company: Private Investment Firm
- Type: Build
- Sector: Jewellery
- Timing: 1 week

## Turning creative ambition into a launch structure

[CONFIDENTIAL], founder of [CONFIDENTIAL], had developed a debut jewellery collection and identified potential markets. The business needed a clear position and a commercial structure for launch.

## Taking aim

We connected brand positioning with the product range and pricing architecture. Each product was given a defined role within the collection. We also reviewed the original wholesale led distribution plan against the economics of the business.

## Taking the shot

The launch model shifted towards direct to consumer, with wholesale retained as a selective channel.

## Hitting the mark

[CONFIDENTIAL] moved forward with a unified brand position, tiered pricing and a 30% wholesale, 70% direct to consumer channel mix. Pricing sets the position a brand can occupy before its first sale.

Source: https://arrowhead-website-kappa.vercel.app/cases/jewellery-brand-dtc-shift