We are a small chain of fine jewellers catering to the top & mid end of the market in Australia. We are keen to create an online presence for lower to mid priced fine jewellery in Diamonds, Gold, Silver, Pearls, Watches etc. The website we want to create will be fully transactional. Rather than taking a cheap discount way, we are aiming at being more of a lifestyle brand. We may eventually offer ladies leather handbags and other related items, hence the focus of the website will be more on Fashion & Lifestyle rather than on Cheap & Discount. We will market the website as the premier destination site for young & fashionable people. The Jewellery on the web site will be at lower price points but will not be of a lower quality. All products will be of a premium quality. For example, the Silver Jewellery will be made in Italy and be of the finest quality and not the cheaper light weight variety that comes from Thailand or China. The Brand is a Premium brand and not a cheap & nasty discount one.
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While not exclusively, the target audience really is the girl in the country or small town who saw the award show in Hollywood and liked the earrings her favourite celebrity was wearing. No bricks & mortar store would be offering anything like that in her little town so she goes online, comes across an odd name and investigates the designs. She can then place an order and be wearing earrings, similar to the ones she saw on the telly, before the week is over! Realistically, we would like to showcase items upto $2000 but the majority of the items that will sell online will range form $20 to $500. The items that we will be offering online will be entirely different to the items we offer in store and will be more fashion forward in all categories rather than being the conservative stock that is stocked in the stores. The age demographics will be from 18 up to 40.
A logo that represents ZIFF.com.au aspirations to be a part of a fashion forward, young and free spirited culture. The 'Z' of the ZIFF will be made into a hallmark (we will do that) that will be stamped on everything that we sell and as a Brand extension. We are keen to create watch designs with the 'Z' on the dial. Essentially, the 'Z' has to be completely interchangable with the name ZIFF. While aiming at the younger more fashion forward crowd, we still want the brand to be a Premium brand. The colours will have to represent this. We are after all still selling fine quality jewellery albeit at online prices. The logo really has to emphasise that.