Establishing a luxury brand.
Crafting a brand for slow design.
Introduction
As part of a design sprint at Parsons, our client was Turquoise Mountain, a jewelry and home décor company dedicated to preserving heritage and supporting artisan communities in Afghanistan, Myanmar, and Saudi Arabia.
Brief and Process
The client’s brief focused on entering the U.S. market, increasing sales, and building a recognizable brand. After exploring a positioning spectrum between accessible and luxury, the client committed to establishing a high-end luxury brand. Over four weeks, our team analyzed U.S. retail opportunities and strategic pathways for market entry.
Outcome
Our final client presentation outlined a strategic approach for positioning an Eastern craft organization as a luxury brand in the U.S. market.
Expert research
We conducted expert interviews with craft entrepreneurs who had successfully entered the U.S. market with their own brands, gaining insight into operational, branding, and positioning challenges.
Key Insights
Turquoise Mountain aims to operate as a high-end, handmade luxury brand offering exclusive carpets, textiles, and jewelry. This vision conflicts with the realities of the U.S. mass market, which prioritizes operational efficiency, short lead times, and consistency. Their unique selling proposition (handcrafted, one-of-a-kind products) clashes with a mass-market distribution model. Existing strategies, such as selling through retailers without visible brand recognition, further undermine their luxury positioning.
Strategic action
We developed a strategic mindset and adaptable framework to help the client apply the same precision to their business model as they do to their craft. Central to the strategy was treating the brand with future exclusivity in mind and intentionally “crafting” its reputation over time.
Vision: Seize the American Dream as slow design luxury
Turquoise Mountain embraces slow design by elevating artisan-led, handcrafted masterpieces and exclusive interior décor. The brand has the potential to become a beacon of authenticity, quality, and exclusivity in the U.S. luxury market.
Strategic umbrelly
Embody authority: Select partners and high-end retailers deliberately, and prioritize visible brand recognition rather than anonymous wholesale agreements.
Treat B2B like B2C: Brand storytelling often gets lost between retailer, sales associate, and consumer. Develop clear narratives and scripts designed for the end consumer, not just intermediaries.
Leverage established brand equity: Collaborate with established partners who share Turquoise Mountain’s values to reinforce credibility and accelerate trust.
