Home Smart 100 2012 StyleRocks Online Jewellery Designer (SMART 100)

StyleRocks Online Jewellery Designer (SMART 100)

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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

StyleRocks Online Jewellery Designer (NSW)

This innovation initially came to life when…

I was frustrated by not being able to create jewellery exactly as I wanted it. Being eight months pregnant with twins I didn’t have the energy to shop for jewellery to celebrate their impending arrival. I went online instead and couldn’t find anything to buy — I found myself wanting to customise the jewellery I saw to make it right for me. I didn’t have the energy — or money — to have something made at a jewellers. We left it…until I saw the Shoes of Prey website and thought, “This is what I need — but for jewellery!”

WHAT & HOW

The purpose of this innovation is to…

Allow customers to design jewellery exactly as they want it, at an affordable pricepoint: most items are priced between $100-400. StyleRocks is jewellery customisation for the masses.

It does this by…

Allowing you to choose your base product from women’s and men’s rings, earrings, bracelets, necklaces and cufflinks. Then choose your metal (silver, 9ct/18ct gold — white, yellow, rose), finish, plating options, precious or semi-precious stones or engraving. You can also choose from our ranges (nature, romance, travel) to add to your ring, necklace etc. to really design it yourself.

PURPOSE & BENEFITS

This innovation improves on what came before because…

In adding a rose/star/heart to a ring, necklace or bracelet, this is the world’s first website allowing you to design in this way and at this affordable pricepoint. The StyleRocks customisation abilities — metal, finish, plating, engraving, precious/semiprecious stones — eclipse anything offered by any of its competitors.

Its various benefits to the customer/end-user include…

Quality jewellery (from our exclusive partnership with Australia’s largest jewellery manufacturer), ease, convenience, control, gift ideas, real-time prices, ability to share with others through Facebook/e-mail, and “Cool” factor.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Either a) settling for something that wasn’t quite right, was only acceptable or b) going to a jeweller to have something made — not really an option for items less than $1,000.

Its predecessors/competitors include…

Gemvara is the closest competitor but a) they focus on stones, pushing their pricepoint much higher than StyleRocks and b) customisation is limited to existing templates, where you simply change the metal or stones.

TARGET MARKET

It is made for…

a) women’s fashion market; b) men’s fashion market; c) bridal markets.

DISTRIBUTION STRATEGY

It is available for sale through…

The website, www.stylerocks.com.

Our marketing strategy is to…

Promote it through: a) PR (women’s and men’s fashion magazines/websites and bridal magazines/websites; b) online marketing (PPC, Search, YouTube, blogging); c) brand ambassadors who promote it; and d) affiliates to sell volume.

 

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