me•mi Jewellery

A strategy case study



me•mi Jewellery is a personalised jewellery store situated in the heart of Cape Town. Designing individualised pieces made to order, from the highest quality materials, a custom me•mi piece is the obvious choice of gift for a variety of special occasions.


– Clarify the me•mi brand positioning and USPs
– Identify ways to raise awareness that, in addition to name necklaces, me•mi can customise many other unique pieces of jewellery
– List ways to improve the new website


– Performed a SWOT analysis
– Created a detailed three-month marketing strategy
– Identified key target market segments
– Suggested key messaging to focus on for each digital platform
– Listed possible blog post topics
– Submitted a comprehensive website audit
– Generate an increase in sales

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"The me•mi strategy was a fun project as the personalised jewellery is so unique. The launch of the new website went off smoothly with a big push for sales over Spring weekend. The project was not without its challenges as the market for luxury goods in the current economy is not great at the moment but the brand is innovative and we are doing everything we can to push those sales leading up to the Christmas rush."
Project manager