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 decor company dedicated to preserving heritage and supporting artist communities in Afghanistan, Myanmar, and Saudi Arabia.
Brief and Process
The client’s brief aimed at entering the US mass market, increasing sales, and building a recognizable brand. After discussing their positioning between "Accessible" and "Luxury," they focused on creating a high-end luxury brand. In 4 weeks, my team analyzed US retail opportunities for their market entry.
Outcome
Our client presentation outlined the strategy required to establish an Eastern craft company as a luxury brand in the US.
Expert research
We conducted expert interviews with experienced craft entrepreneurs who entered the US market with their own brands.
Insights
Turquoise Mountain aims to be a high-end, handmade luxury brand offering exclusive carpets, textiles, and jewelry. This vision conflicts with the US mass market, which demands high operational efficiency, short lead times, and consistency. Their USP (unique, hand-crafted products) clashes with a mass-market approach. Current strategies, such as selling through retailers without logo recognition, also fail to align with their luxury brand vision.
Strategic action
We developed a strategy and adaptable mindset to support the client in applying the same precision in both their craft and business model. We emphasized the importance of treating the company with future exclusivity in mind and carefully "crafting" their reputation.
Vision: Seize the American Dream as slow design luxury
Turquoise Mountain emphasises slow design, showcasing artisan-centric, hand-crafted masterpieces and exclusive interior decor. Turquoise Mountain has the potential to become a beacon of authenticity, quality, and exclusivity.
Strategy
Embody authority: Hand-pick partners and high-end retailers and give logo flash options rather than entering a contract without any brand recognition.
Treat B2B like B2C: The story gets lost in translation from the retailer to the store employee to the end-consumer. Create a script that is intended for end-consumers.
Seize established brand equity: Collaborate with established partners that share the same values as Turquoise Mountain.
Deliverable
The team presented the vision and strategic mindset connected to specific tactics and implementations.