DIAMOND CANDLES BRAND STRATEGY

Diamond Candles is a soy candle company founded in 2011.  Their flagship product is the Ring Candle: a candle that contains a ring valued between $10 and $5000.  Over the past 3 years, the company has experienced rapid growth and has developed a passionate and active following on all social channels. While the surprise factor is a great way to bring in customers initially, Diamond Candles must increase customer retention.

The challenge is to increase customer loyalty, specifically among customers that share Diamond Candles' values.

Insight 

The experience of the ring candle is at the core of the customer's connection with Diamond Candles.

Strategy

Use the emotional experience driven by the ring reveal to elevate the customer experience from novelty to delight.

Brand Positioning

Bring serendipity and delight to home fragrance.

Team: Creative Technologist/Art Director: Christine Pizzo; Copywriter: Colleen Trachy; Creative Brand Manager: Lauren Umer