Brand positioning ahead of international expansion
blush jewels
The brand transformation and go-to-market strategy that empowered Blush Jewels to take on the German market.
SERVICES
BRAND EXPRESSION
BRAND STRATEGY
VISUAL CONCEPT
GO-TO-MARKET STRATEGY
PROJECT INFO
Challenge
Blush Jewels, an Amsterdam-founded gold jewelry brand, sought our expertise to lead its brand transformation and go-to-market strategy to take on the German market.
Solution
To inform this brand positioning, we conducted in-depth interviews and garnered insights into women’s perceptions of jewelry and their shopping behaviors.
Outcomes
We distilled the essence of the company and brought it to life in one clear statement: “Real gold for every feeling.”
Blush Jewels is a gold jewelry brand founded in Amsterdam, sold by more than 300 jewelers in Europe.
We were selected to lead the transformation of the 8-year-old brand, beginning with its brand strategy and a go-to-market approach for the German market.
Empowering women to wear their Blush
Via in-depth interviews with potential customers, we discovered a consumer need for story-driven products that are both stylistically and financially accessible.
With this insight, we anchored Blush to its design accessibility and the strength of embracing vulnerability.
Crafting the right positioning statement
To define the expansion plan into the German market, we launched a market-specific survey to better understand consumers’ perceptions of jewelry and shopping behaviors.
Upon analyzing the responses, we identified two customer groups and six communication barriers the brand needs to overcome. These barriers became the foundation of the go-to-market communication plan and inspired Blush’s new market positioning: “Real gold for every feeling.“
We could finally understand our customers’ thoughts. The essence of our company was captured and brought to life by focusing on what truly drives people to purchase jewelry—resulting in a tight collaboration that shaped our new strategy.
Chagai Goldstof
CEO, Blush Jewels
This project was led by Your Majesty, Amsterdam’s award-winning creative agency that became part of Infinum in 2025. The original case study can be read here.
