Machinations
Machinations, a boutique jewelry line based in Brooklyn, specializes in handcrafted unique statement pieces. With a focused vision to cater to the occult jewels market, Machinations aims to grow its brand by addressing the lack of meaningful accessories in this niche and standing out from the few brands currently catering to this demographic.
What I did
Branding and Messaging:
Online Presence:
Content Marketing:
Customer Experience
Outcome
Learned entry-level price threshold is $125
High return customer rate, ranging from 17%-25%, attributed to the email subscription program.
32% increase in total sales and a 0.79% improvement in the conversion rate.
Situation
The occult jewels market represents a unique segment within the jewelry industry, characterized by consumers who seek accessories imbued with symbolism, mysticism, and personal significance. Despite a growing interest in occult-themed products, there remains a scarcity of brands that specifically cater to this demographic. This presents a strategic opportunity for Machinations to establish itself as a leader in this niche market.
Task
Position Machinations as a premier brand specializing in occult-themed jewelry.
Create handcrafted statement pieces that resonate with the aesthetic and symbolism valued by occult jewelry enthusiasts.
Increase brand visibility and awareness among the target demographic of occult enthusiasts and spiritual seekers.
Build brand authenticity and trust within the occult community, fostering long-term relationships with customers.
Action
Product Development: Design and create handcrafted statement pieces inspired by occult symbolism, mythology, and esoteric traditions. Incorporate high-quality materials and meticulous craftsmanship to ensure each piece reflects the desired aesthetic and significance.
Branding and Messaging: Develop a compelling brand identity that resonates with the values and aspirations of occult enthusiasts. Craft messaging that emphasizes the symbolism, mysticism, and personal significance of Machinations' jewelry, appealing to the spiritual and esoteric interests of the target audience.
Online Presence: Establish a captivating online presence through a professionally designed website and active engagement on social media platforms frequented by occult enthusiasts. Showcase the unique designs and craftsmanship of Machinations' jewelry through visually compelling content highlighting each piece's symbolism and inspiration.
Content Marketing: Implement a marketing strategy focused on storytelling and educational content related to occult symbolism, mythology, and spiritual exploration. Share insights into the design process, the significance of symbols used, and the brand's commitment to authenticity and craftsmanship.
Community Building: Foster a sense of community among occult enthusiasts by engaging in conversations, hosting events or workshops, and collaborating with influencers and thought leaders within the occult community. Encourage customer participation and feedback to strengthen brand loyalty and advocacy.
Customer Experience: Prioritize exceptional customer service and personalized support to cultivate customer trust and loyalty. Provide a seamless online shopping experience, including secure payment options and transparent product availability and delivery communication.
Persona Research
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Most mention brands
David Yurman on the high luxury end
Harley Davison is on the low end.
The companies’ Machinations most identified with the Great Frog and Clocks and Colours.
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Identify Themes
Values handmade unique talismans
Customization always possible is a big bonus
Cross-culture symbolism
Counter culture representation
Occult & esoteric flare
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Tv Shows and movies
The Witcher
Viking
Salem
Dracula
Sons of Anarchy
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Music/podcast
NiN
Manson
Tool
Goth rock
True crime
Paranormal
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lifestyle
Taxidermy
black clothing
silver jewelry
Ren Fest
Personas
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Persona 1: Mystic Morgan
Background: A 35-year-old tarot reader and spiritual practitioner with a deep interest in occult symbolism and esoteric traditions. Morgan regularly attends metaphysical events and seeks out unique accessories that reflect their spiritual journey.
Motivations: Seeking authenticity and depth in their accessories, Morgan values craftsmanship and symbolism. They are drawn to brands that align with their spiritual beliefs and provide meaningful pieces that resonate with their personal journey.
Challenges: Often disappointed by mass-produced jewelry lacking genuine symbolism or spiritual significance. Morgan seeks brands that offer authenticity and transparency in their craftsmanship and design process.
Preferences: Prefers handcrafted jewelry made from ethically sourced materials, with designs inspired by ancient symbols and mystical motifs. Values brands that engage with the occult community and provide educational content on symbolism and spiritual practices.
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Persona 2: Wandering Willow
Background: A 28-year-old herbalist and nature enthusiast deeply connected to earth-based spirituality and pagan traditions. Willow is passionate about sustainability and seeks products that honor the natural world and its cycles.
Motivations: Values authenticity and sustainability in their accessories, seeking pieces that reflect their connection to nature and pagan spirituality. Willow is drawn to brands that prioritize ethical sourcing and eco-friendly practices.
Challenges: Often struggles to find jewelry that aligns with their spiritual beliefs and values. Willow is cautious of brands that claim to be "eco-friendly" without transparent sourcing or production methods.
Preferences: Prefers jewelry made from recycled metals or sustainable materials, with designs inspired by nature, Celtic symbols, and pagan rituals. Values brands that share their commitment to environmental stewardship and offer transparency in their supply chain.
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Persona 3: Occult Oliver
Background: A 40-year-old occult scholar and practitioner with a fascination for ancient mysteries and esoteric knowledge. Oliver seeks accessories that embody the depth and complexity of occult symbolism, reflecting their scholarly and spiritual pursuits.
Motivations: Values authenticity and depth in their accessories, seeking pieces that resonate with their knowledge of occult symbolism and mythology. Oliver is drawn to brands that demonstrate a deep understanding of esoteric traditions and provide intellectually stimulating designs.
Challenges: Often frustrated by superficial interpretations of occult symbolism in mainstream jewelry. Oliver seeks brands that offer thoughtfully crafted pieces with layers of meaning and symbolism.
Preferences: Prefers intricate and symbolic designs inspired by alchemy, astrology, and hermeticism. Values brands that engage with the occult community and offer educational resources on symbolism and esoteric traditions.
Next steps,
Visual Identity
After identifying key themes to define Machinations' niche and set it apart in the market, the next steps involve refining the brand's visual identity. This process involves drawing inspiration from current occult lifestyles and alternative brands such as:
Black Craft Cult
Kat Von D Personal Brand
Oddities Flea Market
Arcanxus Design
Catland Books
Dragula
Ashley Von Heling Photography
Penny Dreadful
And others
Branding
I created a moody dark vibes visual identity that is a signature of the brand and a logo based on the same ideas.
The Logo was crafted using a sketch from the Jewelry designer. It’s a combination of the ruin for man Mannaz and ambiguous wing not the devil or angle from Christianity. It signifies owning one’s own destiny.
Marketing strategy
To maximize organic traffic within a limited budget, Machinations focused on creating engaging paid content while leveraging partnerships and collaborations to expand its reach within the occult community.
Paid Media Strategy:
Targeted paid content was created to reach specific persona targets identified through market research.
A/B testing was conducted to determine the effectiveness of different ad formats, such as video carousel ads versus still images, in driving engagement and conversions.
Partnerships and Collaborations:
Machinations collaborated with local music artists, providing them with jewelry to wear during shows and share on social media, effectively reaching a broader audience within the target demographic.
A look book photoshoot was organized, providing both Machinations and the collaborators with high-quality promotional material for joint marketing efforts.
Machinations Sponsors New York Oddities Flea Market and Morbid Curiosity Events
Community Engagement:
Utilizing social media platforms, Machinations encouraged community engagement by sharing behind-the-scenes content, sneak peeks of upcoming collections, and stories behind each piece of jewelry.
Interactive elements, such as polls, Q&A sessions, and giveaways, were incorporated to foster a sense of community and encourage participation from followers.
Performance Test Example
In these tests, we look at top-performing images and headlines.
10,554
Reach
$0.11
Cost per click
619
Link clicks
$69.99
7 days ad spend.
Image test
7.3% top preforming
0.3%
2.4%
0.2%
Headline Test
65.3%
Jewelry with meaning.
34.7%
Inspires & Empowers.
Insights and Discoveries for 1 year
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Organic
Top age and gender
Men 25- 44
Women 35-44
Geographic
United States
Canada -
Paid
Top age and gender
Men 45–54
Women 45–54Geographic
New York
California
Texas -
Top Format
Video
Carosel
Reels
Learnings & Results
Entry-level piece priced under $125, catering to a wider audience.
Return customers demonstrate increased spending, ranging between $300-$900.
High return customer rate, ranging from 17%-25%, attributed to the email subscription program.
Top-selling item identified as raven talons, indicating a strong demand for this design.
Mobile platforms emerge as the primary channel for customer interaction across all data points.
Local artists now seek out Machinations, attracted by its aesthetic and the opportunity to be associated as a Machinations model.
Top Organic
Image
Engagement rate 10.02%
Carousel
Engagement rate 11.86%
Top Paid
Top performing
CTR 3.85%
Top performing
CTR 3.40%
The last 12 months compared to year befor
+3%
total orders
$298.01
Average order
+ 32%
Total sales
+.79%
Conversation rate