Aluxa, was a concept created by a global manufacturer of cruise line tableware who also owned artisanal workshops in Mexico. Two designers were commissioned to produce artistic high-end fine jewelry lines yet there was no business model for entering the USA market.
The fine jewelry market is extremely competitive and difficult to break into as an unknown designer brand. Finding an established sales rep organization to take on a new line is expensive. Develop marketing and sales strategies for wholesale and retail.
Create a brand from scratch.
Develop the look-feel, pricing, positioning, and product value proposition for each designer’s respective line of jewelry through market research to break into the US market. Conducted in-depth interviews with designers and workshop artisans on location, to create the storyline behind their work.
Produced a comprehensive look book. Sold to the high-end retail and wholesale trade in Dallas, Houston, Atlanta, and other select locations.
Established a flagship retail shop in Austin’s east side which includes a workshop where students can learn jewelry design.
Pink Parachute Project