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Korrid’or Fine Jewellery

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Women in Belgium, 30-65, seeking handcrafted fine jewellery with secure gemstone settings, lasting quality, and timeless elegance for self-purchase or meaningful gifting.

Audience Type

  • B2C
  • Affluent professional women buying fine jewellery for milestones, daily wear, and heirloom value
  • Gift buyers seeking dependable, beautifully made gemstone jewellery for partners or family

Needs – Primary Buying Considerations

  • Secure gemstone settings that protect stones from loss
  • High craftsmanship and visible attention to detail
  • Timeless design over trend-driven styles
  • Durability for long-term wear and heirloom use
  • Trust in maker expertise and product quality
  • Convenient online or in-shop purchase options
  • Added reassurance through free shipping and 1-year setting inspection

Demographics

  • Age Range: 30-65
  • Gender: Primarily women
  • Geography: Belgium, especially urban and affluent areas
  • Income Level: Middle to upper-middle income
  • Profession: Professionals, business owners, managers, and established retirees

Psychographics

  • Lifestyle: Quality-conscious, style-aware, values lasting purchases over fast fashion
  • What they value: Craftsmanship, trust, elegance, durability, and sentimental meaning
  • Pain Points: Fear of loose stones, poor craftsmanship, overpriced luxury, and generic designs
  • Buying Behavior: Researches before buying, compares quality, buys for occasions and long-term wear

Secondary Target Market

  • Men in Belgium, 30-65, buying fine jewellery gifts for partners, anniversaries, birthdays, and special occasions.
  • Values guidance, trust, premium presentation, and confidence in lasting quality
  • Prioritizes secure settings, timeless appeal, and easy purchase decisions

2. My Message to My Target Audience

Refined Elevator Pitch

  • Korrid’or Fine Jewellery provides women in Belgium with lasting fine jewellery through expert stone setting, so they can wear every piece with pride and peace of mind.

Understanding Their Pain Points

  • Beautiful jewellery can lose its value when stones are poorly set
  • They want elegant pieces that feel special, secure, and worth keeping
  • Loose stones, weak craftsmanship, and regret ruin the joy of buying jewellery

Transformation

  • Own jewellery crafted to look refined and last for years
  • Feel confident wearing pieces without fear of stones coming loose
  • Enjoy timeless beauty backed by skilled craftsmanship and lasting quality

Unique Selling Proposition (USP)

  • Handcrafted fine jewellery with expert precision in every setting
  • Built by an experienced stone setter who knows security is everything
  • Timeless design, lasting durability, and a free one-year setting inspection

Brand Values & One-Liners

  • Fine jewellery you can wear with confidence
  • Beauty means more when every stone is set to last
  • Crafted with care. Set with precision.
  • Timeless pieces, made to be treasured
  • Where elegance meets true craftsmanship

Tone

  • Refined, reassuring, and detail-driven. Customers should feel confident, cared for, and proud to wear each piece.

Hero Text Idea

  • Flag Text: Fine Jewellery in Belgium
  • Main Headline: Handcrafted jewellery with beauty you can trust to last.
  • Sub Headline: Every piece is made with expert stone-setting precision. Wear timeless jewellery with confidence every day.
  • CTA: Shop the collection

3. The Media I Will Use to Reach my Target Market

Website

  • Keep WordPress; use WooCommerce for online shop and inquiry capture
  • Lead with trust: secure stone settings, handcrafted, Belgian fine jewellery
  • Add Gift Guide, About the Maker, Care, FAQ, and Inspection Promise pages
  • Add close-up macro photos showing prongs, pavé, bezel, and craftsmanship
  • Feature free shipping and 1-year setting inspection above the fold
  • Add WhatsApp or chat for gift buyers needing fast guidance
  • Track add to cart, begin checkout, purchase, form submit, call click
  • Track product view, wishlist use, shipping info view, scroll depth
  • Prioritize mobile first; most jewellery discovery starts on mobile social
  • Ensure desktop luxury feel for higher-consideration gift and comparison visits

Social Media

  • Focus on Instagram as primary channel for visual trust and discovery
  • Use Facebook for local credibility, older buyers, and retargeting audiences
  • Use Pinterest for evergreen intent around gifts, rings, and timeless style
  • Skip TikTok at launch; audience skews older and budget is limited
  • Post Instagram Reels 2x weekly with stone-setting and bench details
  • Post carousels 2x weekly with product stories, styling, and care tips
  • Post Stories 3 to 5x weekly with workshop moments and testimonials
  • Post Pinterest Pins 10 to 15 monthly linked to product and gift pages
  • Share maker-led content to build trust in craftsmanship over trend content
  • Create series: Set to Last, Behind the Bench, Gift with Confidence

Paid Advertising

  • Start with Meta Ads only; best fit for visual products and low budgets
  • Run retargeting ads to site visitors, IG engagers, and cart abandoners
  • Run small prospecting campaigns to women 30 to 65 in Belgium
  • Test gift-buyer ads to men 30 to 65 before holiday and anniversary peaks
  • Use carousel ads for collections and short Reels ads for craftsmanship
  • Angle creative around secure settings, timeless design, and peace of mind
  • Boost top organic posts instead of broad cold campaigns in month one
  • Add Google Search later for high-intent terms once pages are optimized
  • Prioritize branded search and jewellery gift terms over broad luxury terms

Content Recommendations

  • Why secure stone setting matters more than sparkle alone
  • 5 signs a gemstone setting is made to last
  • Prong vs bezel setting for everyday wear
  • How to choose fine jewellery for an anniversary gift
  • What makes handcrafted jewellery worth the investment
  • How to care for gemstone jewellery at home
  • Best timeless jewellery pieces for daily wear
  • Questions to ask before buying gemstone jewellery online
  • Why a one-year setting inspection adds peace of mind
  • Belgian fine jewellery gift ideas for birthdays and milestones

SEO and Content

  • Target keywords: fine jewellery Belgium, handcrafted jewellery Belgium
  • Target keywords: gemstone ring Belgium, gold necklace Belgium
  • Target keywords: jewellery gifts for her Belgium, anniversary jewellery Belgium
  • Build collection pages around rings, necklaces, earrings, and gift occasions
  • Create city pages for Brussels, Antwerp, Ghent, Bruges, and Leuven
  • Optimize product titles for metal, stone, style, and occasion intent
  • Add Product, Organization, FAQ, and Review schema to key pages
  • Publish 2 SEO blogs monthly and link each to relevant collection pages
  • Earn backlinks from Belgian wedding, fashion, and gift blogs

Directories

  • Claim and optimize Google Business Profile for shop visits and local trust
  • List on Apple Maps and Bing Places for local discovery
  • Apply to Etsy only if product mix suits handcrafted ready-to-ship items
  • Submit to 2dehands business profile if offering select accessible pieces
  • Join Belgian local chamber or town business directory
  • Seek inclusion in wedding vendor directories for bridal jewellery
  • Pitch to Trouwen in België style vendor listings if bridal is relevant

Publications

  • Pitch stories to ELLE Belgique for craftsmanship-led jewellery features
  • Pitch Marie Claire Belgique gift guides before holiday periods
  • Pitch Flair Belgique for occasion-based jewellery styling roundups
  • Pitch Feeling magazine for timeless style and quality-led fashion pieces
  • Pitch Sabato for luxury craftsmanship and maker story angles
  • Pitch local city lifestyle magazines in Brussels and Antwerp

Partnerships & Outreach

  • Partner with bridal boutiques for wedding jewellery referrals
  • Partner with wedding planners serving upscale Belgian clients
  • Partner with photographers for styled shoots and giveaway collaborations
  • Partner with florists for milestone gift bundles around anniversaries
  • Partner with spas and salons in affluent areas for trunk show events
  • Partner with fashion boutiques for in-store display weekends
  • Build referral ties with gemologists and jewellery repair specialists
  • Offer private shopping evenings for women networks and business clubs

Offline and Local Media

  • Attend high-end Christmas markets with a polished display and story cards
  • Host small trunk shows in boutiques, salons, or galleries
  • Leave luxury postcards in bridal shops, spas, and women-led boutiques
  • Use appointment cards for free one-year inspection to drive return visits
  • Pitch local newspaper lifestyle sections with founder craftsmanship story
  • Join select artisan markets only if audience matches premium positioning
  • Sponsor raffle prizes for charity galas with affluent female attendees

Online Events

  • Host Instagram Live monthly on gemstone setting and jewellery care
  • Run pre-holiday live gift guide sessions for men buying for partners
  • Offer virtual private shopping appointments via video call
  • Host a live Q and A: how to buy fine jewellery with confidence

Online Networking

  • Join Facebook groups for expat women and local women in Belgium cities
  • Engage in bridal and wedding planning groups with educational advice
  • Participate in Reddit communities focused on jewellery education carefully
  • Monitor Belgian fashion and wedding communities for collaboration leads

Podcasts

  • Pitch The Glossy Podcast for craftsmanship and luxury consumer angles
  • Pitch Jewellery Journey Podcast for stone-setting expertise story
  • Pitch wedding-focused podcasts in Belgium if bridal line is offered
  • Start a short Instagram interview series before launching a full podcast

Cold Outreach

  • Email bridal boutiques with a lookbook and referral offer
  • DM Belgian stylists and photographers for styled shoot collaborations
  • Email spa and salon owners in affluent districts about pop-up events
  • Reach out to women business clubs for member shopping evenings
  • Contact corporate gift concierges for milestone and executive gifting
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Fine Jewellery Buying Guide for Belgian women buying to keep or gift
  • Covers secure settings, metals, durability, and timeless styles
  • Gemstone Setting Checklist: 7 signs a piece is built to last
  • Ideal for quality-focused buyers worried about loose stones
  • Anniversary Gift Guide for Him: jewellery picks by budget and occasion
  • Built for male gift buyers needing fast, confident choices
  • Jewellery Care Guide with home care tips and annual inspection reminders
  • Fits owners and prospects comparing long-term quality
  • Style Quiz: Find your timeless everyday jewellery piece
  • Captures preference data for product recommendations

Tripwire Offer

  • €25 private styling and gift guidance call redeemable toward purchase
  • Best for hesitant first-time buyers and male gift shoppers
  • Free ring size kit for email opt-in plus paid shipping
  • Moves high-intent ring buyers toward purchase
  • Limited ready-to-ship mini collection under €95 for first purchase
  • Entry offer to build trust before higher-ticket sales

Welcome Sequence

  • Email 1: deliver guide and brand story with maker credibility
  • Email 2: explain why secure stone setting protects long-term value
  • Email 3: show bestsellers with close-up craftsmanship photos
  • Email 4: share care tips and 1-year inspection promise
  • Email 5: invite to styling call or shop ready-to-wear pieces
  • Cart abandon flow at 1 hour, 24 hours, and 72 hours
  • Browse abandon email with viewed products and trust points
  • Gift guide opt-ins get reminder emails before key gifting dates

Segmentation

  • Tag by source: Instagram, Pinterest, Meta ads, organic, in-store
  • Tag by intent: self-purchase, gift buyer, bridal, custom interest
  • Tag by product interest: rings, necklaces, earrings, bracelets
  • Tag by style: timeless classic, bold statement, everyday wear
  • Tag by budget band from quiz or form selections
  • Tag by engagement: opened guide, clicked product, booked call, cart
  • Create VIP segment for repeat buyers and inspection return visits

Chatbot and Automation

  • Add WhatsApp button for gift help and product questions
  • Use exit popup with buying guide or gift guide offer
  • Add quiz popup on collection pages after 30 seconds
  • Use browse abandonment emails from WooCommerce behavior
  • Trigger post-purchase flow with care tips and inspection reminder
  • Send inspection reminder at 11 months after purchase
  • Add appointment form for private shopping or gift guidance

CRM and Tech Improvements

  • Install WooCommerce for shop, checkout, and customer tracking
  • Use MailerLite or Brevo for low-cost email capture and automation
  • Connect WordPress forms to CRM with source and interest tags
  • Add GA4 and Meta Pixel for form, cart, and purchase tracking
  • Track lead magnet opt-in rate by page and traffic source
  • Add Klaviyo later if email revenue and list size grow
  • Create one master lead dashboard: leads, calls, carts, purchases
  • Add trust fields on forms: occasion, budget, preferred category
  • Keep forms short: first name, email, occasion, category
  • Use bilingual capture pages if serving Dutch and French buyers

2. My Lead Nurturing System

Marketing CRM

  • Start with Brevo for email, forms, tags, and automation on a low budget
  • Fits WordPress and WooCommerce with basic ecommerce events and list growth
  • Use tags for source, intent, category, occasion, budget, and engagement
  • Add bilingual signup forms for French and Dutch audiences in Belgium
  • Connect GA4 and Meta Pixel to track opt-ins, carts, and purchases
  • Upgrade to Klaviyo after steady sales and larger product-based email revenue

Sales CRM

  • Use WooCommerce + Brevo deal stages for simple early-stage lead handling
  • Track stages: New lead, Engaged, Styling call, Cart, Purchased, Inspection due
  • Send WhatsApp or email handoff for styling call requests within 24 hours
  • Add call booking via Calendly for gift guidance and private shopping

Automated Follow-Ups

  • Welcome flow: 5 emails over 10 days after guide or quiz opt-in
  • Email 1: deliver guide and founder story with stone-setting expertise
  • Email 2: 7 signs a gemstone setting is built to last
  • Email 3: bestseller picks with macro photos and trust points
  • Email 4: care tips, free shipping, and 1-year inspection promise
  • Email 5: invite to styling call or ready-to-ship collection
  • Cart recovery: 1 hour, 24 hours, 72 hours with viewed item and reassurance
  • Browse abandonment: send after 8 hours if product viewed twice, no cart
  • Gift buyer flow: 3 emails before gifting dates with curated suggestions
  • Quiz follow-up: 3 emails with style match, category picks, and care advice
  • Post-purchase: 4 emails across 30 days with care, story, and review ask
  • Inspection reminder: email at 11 months after purchase with booking link
  • Reactivation: 3 emails after 90 days inactive with new pieces or gift themes
  • Trigger WhatsApp reply within 5 minutes for gift guidance form submissions

Newsletter

  • Send 2x monthly newsletter to stay visible without fatiguing a new list
  • Content pillar: craftsmanship education and secure setting expertise
  • Content pillar: timeless styling for daily wear and milestone gifts
  • Content pillar: care tips, inspection reminders, and behind-the-bench stories
  • Content pillar: featured pieces, bestsellers, and seasonal gift edits
  • Segment self-purchasers, gift buyers, bridal interest, and past customers
  • Send men-focused gift editions before Christmas, birthdays, and anniversaries

Retargeting & Ads

  • Run Meta retargeting for site visitors, IG engagers, and cart abandoners
  • Objective: bring warm traffic back to product, gift guide, and styling pages
  • Use carousel ads showing craftsmanship close-ups and finished pieces
  • Retarget product viewers for 14 days with trust angles and free shipping
  • Retarget cart abandoners for 7 days with inspection promise and urgency
  • Boost best-performing Instagram Reels to warm audiences only in month one
  • Add Google Search remarketing later once traffic volume is consistent

Social Media and Content

  • Post Instagram Reels 2x weekly on setting precision and workshop detail
  • Post carousels 2x weekly on product stories, styling, and buying education
  • Post Stories 3 to 5x weekly with bench moments, FAQs, and testimonials
  • Publish 2 blog posts monthly on buying confidence and jewellery care
  • Create recurring series: Set to Last, Behind the Bench, Gift with Confidence
  • End posts with soft CTAs to guide, quiz, styling call, or collection page
  • Repin 10 to 15 Pinterest pins monthly to gift and category pages

Webinars and Events

  • Host Instagram Live monthly on gemstone setting, care, or gift buying
  • Run pre-holiday live gift guide sessions for men buying for partners
  • Offer 2 virtual styling slots monthly for private shopping guidance
  • Capture registrations with Brevo forms and replay emails for 72 hours

Other Nurture Channels

  • Add WhatsApp chat for gift help, sizing questions, and purchase reassurance
  • Use popup offer for buying guide or gemstone setting checklist
  • Show quiz popup on collection pages after 30 seconds
  • Add review request via email 14 days after delivery
  • Include printed inspection card in every order to drive 11-month return visits
  • Use Google Business Profile posts 2x monthly for local trust and reminders

3. Sales Conversion Strategy

Sales Process

  • Add Shop, Book a Consultation, and Gift Help CTAs on every key page
  • Use 3 paths: buy now, ask a question, book a private appointment
  • Add product pages with metal, stone, size, care, and delivery details
  • Show free shipping and 1-year inspection above the fold
  • Add trust bar: handcrafted, secure settings, Belgian maker, free shipping
  • Offer in-shop and video consults for higher-consideration buyers
  • Add gift-buyer path: Tell us occasion, budget, deadline, style
  • Reply to all inquiries within 24 hours with warm, expert guidance
  • Use a 4-step inquiry flow: need, recommendation, reassurance, close
  • Send quote or product recommendation within 24 hours of consult
  • Include clear next step in every message: buy, reserve, or book follow-up
  • Add cart recovery emails at 1 hour, 24 hours, and 72 hours
  • Trigger checkout follow-up for sizing, gifting, and delivery questions
  • Add post-visit email for non-buyers with top picks and inspection promise
  • Use appointment reminders 24 hours before consults and 2 hours before
  • Follow up after consult in 2 days, 7 days, and 14 days
  • Use a simple lead sheet to track source, interest, objections, and next step

Sales Assets

  • Create consultation script for self-buyers and gift buyers
  • Create DM script for Instagram product and gift inquiries
  • Create email template for first inquiry reply with 3 tailored picks
  • Create objection script for price, trust, durability, and delivery timing
  • Create product recommendation template by occasion, budget, and style
  • Create gift guidance checklist for men buying with low confidence
  • Create product FAQ covering settings, materials, care, and shipping
  • Create About the Maker page centered on stone-setting expertise
  • Create comparison guide: handcrafted quality versus mass-market jewellery
  • Create jewellery care card included with every order
  • Create premium packaging insert explaining inspection promise
  • Create consult SOP from inquiry to payment to follow-up
  • Create abandoned cart email copy with reassurance and urgency
  • Create reserve item policy for undecided buyers for 48 hours

Testimonials and Case Studies

  • Collect first reviews from early buyers, friends, and custom clients
  • Ask for reviews 7 days after delivery and after the 1-year inspection
  • Request photo reviews showing wear, gifting, and packaging experience
  • Ask buyers what made them trust Korrid'or before purchasing
  • Turn best reviews into quote cards for product pages and Instagram
  • Add a Wall of Love page with customer quotes and close-up photos
  • Place testimonials near Add to Cart and consultation booking CTAs
  • Add review snippets to checkout, gift pages, and About page
  • Build 3 case stories: milestone gift, self-purchase, heirloom-style piece

Conversion Rate Insights

  • Track product view to add to cart rate by collection
  • Track add to cart to checkout start rate
  • Track checkout start to purchase rate
  • Track inquiry to consultation booking rate
  • Track consultation to purchase rate
  • Set first goal: 1 to 2 percent site conversion within 90 days
  • Aim for 10 percent inquiry to order conversion at launch
  • Review top-exit pages weekly and tighten trust and CTA placement
  • Test one page change at a time: images, CTA, proof, or FAQ order

Urgency and Offers

  • Use gifting deadlines before holidays, birthdays, and anniversaries
  • Add made-in-small-batches messaging for limited availability pieces
  • Offer launch incentive: complimentary gift wrap for first 25 orders
  • Offer fast-mover bonus: free polishing cloth this month
  • Use reserve your piece for 48 hours after consultation
  • Create seasonal gift edit pages for Christmas, Mother's Day, anniversaries
  • Add low-stock notice only on genuinely limited handmade pieces
  • Use message: handcrafted pieces take time, secure yours before sellout

Guarantees and Risk Reversal

  • Lead with free 1-year gemstone setting inspection on every sales page
  • Offer resize guidance before purchase to reduce fit anxiety if relevant
  • Add authenticity and craftsmanship assurance with every order
  • Offer damaged-in-transit replacement policy with clear terms
  • Add secure checkout, tracked shipping, and signature delivery messaging
  • Use satisfaction check email after delivery to catch concerns early
  • State repair support availability for long-term confidence if offered

Shock and Awe

  • Include handwritten note sharing maker story and care tips
  • Add premium unboxing with ribbon, polishing cloth, and care card
  • Include gift message card for all gift orders at no extra charge
  • Send surprise thank-you voucher for second purchase after delivery
  • Offer complimentary mini cleaning cloth in first orders
  • Add anniversary reminder option for gift buyers at checkout
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Instant order email with care tips, delivery timing, and what happens next
  • Branded thank-you card signed by the maker in every parcel
  • First-time buyers get a short note on stone-setting expertise
  • Gift orders include optional message card and discreet pricing-free packing
  • Custom orders begin with a clear timeline and milestone checklist
  • Custom clients receive a sketch or concept confirmation before production

Communication Cadence

  • Order confirmation sent within minutes of purchase
  • Shipping update with tracking and expected delivery window
  • Custom orders get updates at key stages: design, setting, finishing, dispatch
  • Delivery-day email shares unboxing tips and first-wear care guidance
  • 14-day follow-up asks if fit, feel, and finish meet expectations
  • 11-month reminder invites clients to book the free setting inspection

Client Education

  • Include a jewellery care card in every order
  • Create a simple website guide: how secure settings protect gemstones
  • Add FAQ on wear, storage, cleaning, and when to remove jewellery
  • Publish short videos showing craftsmanship and setting precision
  • Share a ring sizing guide and gifting guide on the website
  • Offer a gemstone setting check guide with warning signs to watch for

Personalized Touches

  • Handwritten note mentions the piece name or occasion when known
  • Birthday month email offers a free polishing cloth with purchase
  • Anniversary gift buyers get a reminder option for future dates
  • Repeat buyers receive a loyalty thank-you gift box upgrade
  • Milestone orders include a keepsake card: crafted to be treasured
  • Local in-shop buyers are offered a complimentary clean at collection

Visuals and Documentation

  • Product pages show close-up images of settings from multiple angles
  • Include macro photos in custom order approvals for peace of mind
  • Add a mini craftsmanship card explaining materials and setting style
  • Provide digital receipt and piece details for easy future reference
  • Photograph finished custom pieces before dispatch for records
  • Encourage clients to share styled photos for a customer gallery

Feedback and Proactive Support

  • Send a 14-day satisfaction check with 3 quick response options
  • Flag any concern for personal follow-up within 1 business day
  • Keep a simple spreadsheet to track orders, dates, and follow-ups
  • Ask review requests after confirmed delivery and satisfaction check
  • Use a post-purchase survey to learn why clients chose the piece
  • Offer easy repair or adjustment guidance if concerns appear early

Guarantee or Promise

  • Promise expert-crafted settings designed for beauty and long-term security
  • Free one-year gemstone setting inspection included with every piece
  • If a piece arrives with a fault, resolve it promptly at no added cost
  • Clear care guidance helps protect the piece and customer confidence
  • Custom clients approve design details before production begins

Operational Excellence

  • Use elegant, protective packaging that feels gift-worthy on arrival
  • Ship orders within clearly stated timelines and avoid vague estimates
  • Keep tone refined, warm, and detail-focused across all touchpoints
  • Maintain consistent product naming, specs, and care info online
  • Offer flexible purchase paths: online order or in-shop collection
  • Check every piece under magnification before packing and dispatch
  • Create simple SOPs for packing, notes, follow-ups, and inspection reminders

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

  • Offer matching sets: ring plus pendant, earrings plus pendant, bracelet plus ring
  • Add paid engraving on rings, pendants, and gift pieces
  • Add premium gift wrapping with handwritten note option
  • Offer chain upgrades in length, thickness, and metal quality
  • Add gemstone upgrades for higher clarity, size, or rare colors
  • Offer custom resizing, polishing, and rhodium plating after purchase
  • Sell care kits with cleaning cloth, solution, and storage pouch
  • Offer anniversary add-on charms or stackable bands for milestone dates
  • Cross-sell gift buyers into future occasion reminders for birthdays and anniversaries

Bundling & Packaging

  • Create bridal bundle: engagement ring, wedding band, annual inspection package
  • Create milestone bundle: jewellery piece plus engraving plus premium packaging
  • Build matching collection bundles with 8 to 12 percent bundle savings
  • Offer stackable ring sets in 3-piece curated combinations
  • Package heirloom care plan with annual inspection and cleaning for 3 years
  • Create gifting bundle: pendant plus earrings plus gift box at set price

Loyalty & Retention Programs

  • Launch VIP client tier after first purchase above target spend threshold
  • Give VIPs free annual cleaning and priority workshop scheduling
  • Offer second-purchase credit valid for 90 days after first order
  • Add birthday reward: free polishing or engraving credit
  • Reward repeat buyers with complimentary shipping on all future orders
  • Create milestone rewards for 3rd and 5th purchase with service upgrades
  • Send one-year inspection reminders with easy booking link

Custom Services and Personalization

  • Offer bespoke design consults for higher-value custom commissions
  • Add stone reset service for inherited or unworn jewellery
  • Offer redesign service to turn old pieces into modern heirlooms
  • Provide private appointment service in shop for premium buyers
  • Add personal styling help for matching pieces and gift selection
  • Offer made-for-occasion customization for anniversaries, births, and birthdays

Pricing Strategy

  • Raise prices above entry level to reflect fine jewellery positioning and craftsmanship
  • Set good, better, best tiers by metal, gemstone, and customization level
  • Offer 10 percent prepay savings on 3-year care plan bought at checkout
  • Price engraving and premium packaging as fixed add-ons at checkout
  • Use bundle pricing to lift average order value without discounting core pieces
  • Benchmark Belgian fine jewellery makers and increase prices if below market
  • Keep discounts rare; use value adds like cleaning or inspection instead

Customer Data and Insights

  • Install a CRM with tags for buyer type, occasion, metal, and gemstone preference
  • Capture purchase dates to trigger anniversary and birthday reminder campaigns
  • Track first purchase, repeat purchase, and average order value monthly
  • Log service bookings to identify high-LTV clients for custom offer outreach
  • Add post-purchase survey asking occasion, gift intent, and style preferences
  • Build email segments for self-buyers, gift buyers, bridal, and heirloom redesign
  • Track inspection no-shows and follow up with rebooking incentive
  • Review top-selling combinations quarterly to create new bundles and upsells

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Give referrers a €50 jewellery credit after a referred purchase
  • Give new customers €25 off their first order above a set threshold
  • Offer double credit during gifting seasons and launch periods
  • Add a VIP perk after 3 successful referrals in 12 months
  • Include a gift-ready polishing cloth with every referred order

Shareable Assets

  • Create a simple referral landing page with one personal referral code
  • Add a referral card to every jewellery box and shipped order
  • Include a QR card linking to the referral page and collection highlights
  • Write 3 ready-to-send WhatsApp messages for happy customers
  • Write 3 ready-to-post Instagram captions for gift and self-purchase buyers
  • Create email templates for anniversary, birthday, and thank-you sharing
  • Add a small insert featuring the free 1-year setting inspection

Timing and Triggers

  • Ask 7 days after delivery once the piece has been worn and enjoyed
  • Ask right after a positive review, thank-you message, or repeat purchase
  • Ask at the 1-year inspection when trust and satisfaction are highest
  • Ask after gift occasions like birthdays, anniversaries, and engagements
  • Add a referral prompt to the order confirmation and delivery follow-up
  • Hand shop staff a short script for in-store buyers at collection pickup

Client Success Stories

  • Request a photo and 2-line story from each happy customer
  • Ask what occasion the piece marked and why they chose Korrid’or
  • Feature stories about secure settings, comfort, and lasting beauty
  • Post customer stories on product pages, Instagram, and email
  • Turn top stories into elegant quote cards for sharing
  • Add a story highlight named Treasured for social proof on Instagram

Partner or Affiliate Programs

  • Partner with bridal stylists, photographers, and wedding planners in Belgium
  • Offer partners a tracked referral code and jewellery credit or cash fee
  • Recruit 5 micro creators who match the refined Belgian customer profile
  • Give ambassadors a private preview of new pieces to share first
  • Track referrals with coupon codes in Wordpress and simple spreadsheets
  • Focus on local boutiques and gift-focused businesses for cross-referrals

Thank-You Experience

  • Send a handwritten thank-you note after every successful referral
  • Upgrade packaging for referred orders with a premium gift message card
  • Gift top referrers a free jewellery cleaning cloth or care kit
  • Feature top referrers in a private VIP email thank-you list
  • Send a surprise birthday offer to customers who referred in the past year

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