Success lies in the history that a brand tells, and in the community that can be found in it. Anyone who thinks that the Dutch company My Jewelery is only a jewelry and clothing brand fails to recognize the core of their success. Like no other, she knows how to attract the attention of the gene z.
My Jewelery was once founded by Sharon Hilgers out of a passion for jewelry and self -fulfillment. In the meantime, the company describes itself as a ‘Love Brand’. It is about more than just products; It is all about emotions, experiences and connection. In an interview with Fashionunited, Pleuni explains cups, community and campaign coordinator in the brand that this approach is not a marketing trick. Rather, it is the foundation on which My Jewelery was built. “If you are no longer connected to your target group, you are actually completely lost as a brand,” she emphasizes. Every campaign at My Jewelery begins with the same question without exception: “What do we do for our community?” The answer can range from an event to a raffle to creative cooperation with fans. However, the starting point is always the experience of the target group.
Community at the center of the brand strategy
My Jewelny community essentially consists of young, fashion -conscious women who value expression, authenticity and mutual connection. Nevertheless, the brand deliberately keeps the target group broad. Whether someone is 15 or over 30 plays a subordinate role as long as they feel at home at the brand. The community makes this openness strong. They are more than just a consumer: inside. They are content creator: inside, ambassador: inside and often the source of inspiration for product development. Fans are invited to meet-ups and events. You will receive products to create your own videos and are actively encouraged to express your opinion.
A remarkable shift can be observed. While influencers: inside for years: inside of brand campaigns, My Jewelery itself sees the community itself as the real influencers: inside. According to the cups, this fits the changing values of the gene Z. “Authenticity has become more important than a polished image. By focusing on our own community and real young women, we not only increase our credibility, but also our relevance.”
Balance between trends and community needs
“Being successful in fashion not only means recognizing trends, but also to listen to your community well,” explains Pleuni Cuppen. “We always try to find this balance: on the one hand to be fashion -conscious and on the other hand to stay close to what our customers want: inside.” A good example of this is the ‘Candy’ chain, a collier with supporters that quickly became very popular in the community. “We got so many inquiries as to whether they could also exist as a bracelet or earring that we have developed them further,” explains Cuppen. “Not because a: e trend scout: in it, but because our customers: inside wanted it.” Thanks to regular focus groups and customer panels, this voice is structurally included in the collection. The result is an offer that is trend -conscious and is also firmly anchored in the preferences of the community.
Activations that connect
The numerous events and work together show that the community at My Jewelery is more than just a marketing term. Coops calls the ‘Hot Girl Walk’ on the Singles Day as an example: “We wanted to do something that goes beyond a commercial action, where buyers: in the inside received a ‘i love myself’ bracelet.” “So we organized a walk through the city and encouraged people to come alone and to get to know new people on the way.” At the ‘Hot Girl Walk’ the participants received: inside Hoodies from My Jewelery. Many content was created by my Jewelery and the community. “Once you have seen it, you may think about the next time: ‘Oh, I want to be there too.’ Of course, we hope that we can keep expanding the community events. “
The event was linked to the ‘solo dates’ tictok trend, but also had a deeper goal. It was about making mental health in gene Z on the subject and emphasizing the importance of connection.
Smaller initiatives also bear the same DNA. “When we introduced our ‘Sisters’ bracelet, we are through the Amsterdam can with 20 fans. This not only delivered great content, the feeling of belonging together was even more important and great.” Even shopping openings are more than just cutting a band: “We always ensure extras such as goodie bags and competitions. It has to be an experience where customers really feel.”
A new community event will take place on October 10, this time in Brussels, Belgium, around the Advent calendar. The second edition of the ‘Singles Day Hot Girl Walk’ in Berlin will follow on November 8th.
Digital channels as an accelerator
Social media are indispensable in this approach. “Tikok is about speed and humor, while the focus is more on aesthetic pictures on Instagram.” “What we see more and more is that the best content comes directly from the community,” explains Cuppen. One example is the opening of the business in Westfield Mall: “We were there before the opening to announce the big opening.” “We started an interactive game with the visitors: Inside. Those who participated received a My Jewelery bag with a goodie.”
A strong community also requires a consistent brand identity. The branding team pays attention to it, but the strength is also in detail. “We deliberately incorporate small surprises in everything we do: from a happy quote on a wash character to personal accents in the packaging.” “And our employees: inside may be the best ambassadors: inside because they share their own experiences on social media. This means that the brand identity is not forced, but lived.”
@My_jewellery We opened Our Doors… and you showed out! � Biggest Love To Everyone Who QueUed Up and Made Our First Day Iconic #Myjewelery #opening #westfieldmallofthentherlands ♬ Move on Up (Single Edit) – Curtis Mayfield
Critical audience, transparent approach
The Gen Z is known as a critical audience, but this does not see Cuppen as a threat. “We even want this critical look. We actively get feedback about panels, reviews and social media.” “And we rely on transparency instead of perfection. We prefer to show how something is going behind the scenes than to present a flawless picture. That creates a lot more trust.”
The message is clear: “Invest in your community. The value is enormous. Our community is known: In, Creator: In, ambassador: in and product developers: In one. Without them we would be nothing.” For a generation that makes authenticity over everything, this is exactly the right strategy.
This article was used with digital tools translated.
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