It's no longer necessary to shell out more than a couple hundred dollars for a decent pair of gold hoops, stackable rings or layer-able necklaces:
Author:Dhani MauPublish date:Oct 31, 2018Want to cover yourself in pretty gold jewelry without breaking the bank? Thanks to new business models and manufacturing options, it's no longer necessary to shell out more than a couple hundred dollars for a decent pair of gold hoops, stackable rings or layer-able necklaces. Missoma, a rapidly growing direct-to-consumer brand, is positioning itself as a reliable go-to for jewelry at this price point, often referred to as "demi-fine.
It took a bit of trial and error for Missoma to find its niche. "We tried out different metals, different price points, and even at the beginning, we were a little bit more expensive going to a bit of and older audience, and now — about four years ago, I would say — we just found that perfect combination of the right price point...we found exactly who our target audience was," says Hordern.
Then there's the whole celebrity/influencer piece. As we all know, Meghan Markle wearing something does not exactly hurt a brand's sales. "We've been supported organically by so many great, great people who wear it everyday, and just seem to love it," says Hordern, referring to celebrities and influencers. "I think that's what people connect with is the authenticity of it all." She says a whopping 70 percent of the brand's sales can be traced to Instagram.
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