Online jewellery brands are increasingly embracing a direct-to-consumer business model, with brands such as Casper, Warby Parker, Glossier and Bonobos targeting millennial and Generation Z consumers. The Clear Cut, launched by gemologist graduate Olivia Landau, is another example of industry disruption. Since its launch in 2018, the company has averaged 108% QoQ growth, with very little paid advertising. The site instead uses the marketing power of social media platforms such as Instagram, and sells using direct messages. One such customer spent $$5,000 to $40,000 on a diamond via text message, Landau said in an interview with Forbes.
Online jewellery brands are increasingly embracing a direct-to-consumer business model, with brands such as Casper, Warby Parker, Glossier and Bonobos targeting millennial and Generation Z consumers. The Clear Cut, launched by gemologist graduate Olivia Landau, is another example of industry disruption. Since its launch in 2018, the company has averaged 108% QoQ growth, with very little paid advertising. The site instead uses the marketing power of social media platforms such as Instagram, and sells using direct messages. One such customer spent $70,000 on a diamond via text message, Landau said in an interview with Forbes.