In 2010 IGC Brand Services faced unprecedented public perception and sales challenges, and made the decision to face those challenges head-on by refocusing their business on bridal sales, their strongest source of revenue. To this end they developed a new line of bridal jewelry, specifically targeted at a Millennial core audience, and approached Cultivate Studios to develop a new brand name, position, and retail tools to accelerate sales of the new line.
Between 2010 and 2015 IGC Brand Services bridal sales grew by 250%, compared to only 37% growth for the US jewelry industry overall.
By 2014 80% of new retail customers were deploying the Smart Kiosk to drive deeper in-store engagement with prospective buyers.
The 2006 release of the movie “Blood Diamond” helped accelerate a rise in social awareness around diamonds being mined in Africa and sold to finance war efforts there. This, in turn, attached very negative connotations to the brand name “Southern African Diamonds”. Furthermore, 2007 marked the beginning of a financial recession that severely restricted luxury spending, dramatically affecting IGC Brand Services’ core audience.