Case Study: The Diamond Galleria
Opening The Diamond Galleria in 2013 was a dream come true for owners Bert and Tyna Wheat. The two had always dreamed of opening a jewelry store with a classy, upscale environment without the too-often typical pushy sales staff. The Diamond Galleria is a hometown jeweler that provides a personalized, laid back jewelry shopping experience for each of their customers. They offer famous bridal brands like Tacori and Verragio and fashion jewelry like Kendra Scott and Alex and Ani. But what stands out the most is the superb customer experience, with an almost perfect 5-star online review rating.
While Bert & Tyna have 50+ years of combined jewelry industry experience, The Diamond Galleria opened a new local business in Evansville, competing against other established Evansville jewelers. With an expertly designed building and some of the hottest designer collections, Bert and Tyna were learning that many men and women in Evansville did not know their store was local. They were also hearing that a barrier to getting customers in the door was the appearance of being “too expensive”.
The Diamond Galleria is quite the opposite. So with the disconnect between the experience and community perception, they enlisted the team at Thrive Marketing Strategies to help them create a message and drive the marketing strategy.
We knew that we had to saturate the market with a consistent marketing message: “The Diamond Galleria is your trusted local jeweler with amazing customer service and an incredible selection of the best designers at the best value – hands down.” To help penetrate the market even further with this message, we built upon their Local Love Story campaign, highlighting local couples that chose The Diamond Galleria for the engagement ring they’ll wear forever. Alongside that campaign– based on research from current customers–we created the “Hands Down” marketing message campaign. The Diamond Galleria is your local jeweler for the best warranty, selection and price – Hands Down.
We redesigned their website and social media graphics, optimized their online presence and created targeted and retargeting campaigns to reach their ideal customers. Along with these tactics, we managed to build a strong relationship with a local radio DJ who provided us with an endorsement on a popular local radio station.