Situation

Young couples who seek a personalized, bespoke engagement ring, purchasing from a mass retailer would be engagement ring suicide.

Brief

Reinvent the engagement ring shopping experience with a whole new online brand that feels world-class and bespoke.

Objectives

Attract the proportion of the engagement market that would never consider shopping at Michael Hill for their engagement ring, by creating a brand and experience that is unique and best in class.

N/A

A housefire in October of 1977 set Michael and Christine Hill on their path to create the business of their dreams. Today there are 281 Michael Hill stores in shopping malls worldwide. But their success in retail created a new challenge. Young couples seeking bespoke, sophisticated, one-of-a-kind experiences didn’t want to buy their engagement ring in a mall. In 2023, TenSevenSeven was born, inspired by a spark that was ignited nearly 50 years before. Informing the iconic design and brand experience of TenSevenSeven; capturing the passion of true love.

To capture the proportion of the engagement audience that would not consider buying their engagement ring from Michael Hill.

Their personal style is influenced by global fashion but is grounded in sophisticated yet classic design.

They are digital natives, who seek the creative flair of an IRL independent jeweller experience with the ability to design their bespoke engagement ring online, while removing the awkward conversation around price.

• Approach

The entire brand experience was inspired by the initial ‘spark’. The initial spark of how a couple feels when they fall in love, the spark of passion and romance. The entire approach was to feel world-class and sophisticated. The digital ring builder was a world first, combining the art of a jeweller’s hand drawings with a seamless online experience.

No two rings or experiences will ever be the same.

- Implementation

First came the name and the initial brand mark and website design, the colour palate, and the online user experience.

From brand identity to lookbook, print to out-of-home, digital screens to socials, e-com to packaging. The TSS brand completely reimagined the experience of shopping for an engagement ring.

- Timeline

The website went live in October 2023. Supported by organic socials.

A more robust communications plan is due to launch in quarter 1, 2024, featuring social and OOH.

- Placement

Instagram, Meta and Pintrest.

- Scale

Australia wide.

Business Impact:

- $28,000 Average Transaction Value.

- 186% above forecast.

Customer engagement:

- 41.82% Average engagement rate on the website

Impressions:

- 8.6m total IG impressions in first 3 month since launch