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 YouTube 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.
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.