Finematter
an elevated, curated home for fine jewellery
As a category, fine jewellery is the exact opposite of fast fashion, and that’s precisely why we treasure it. Keeping special items for a lifetime, jewellery is a considered, often considerable, emotional purchase tied to a loved one, a special memory or significant milestone.
The category as a whole has however lagged behind fashion in its digital offering as it was only a few years ago that the prevailing industry view was that consumers were only prepared to invest in a significant piece of jewellery if they had seen it with their own eyes and tried it on in-store. However, the global lockdown has meant that online sales in the overall luxury market made up £44 billion in 2020, up from £29.7 billion in 2019, with jewellery being one of the key categories undergoing considerable growth.
Founded by Caroline Chalmer and Mie Ejdrup — both well versed in retail strategy and longtime friends from business school — Finematter, offers an eCommerce platform that address the broken wholesale model, while also offering an elevated, curated home for fine jewellers to sell their products on a global scale. Finematter offers consumers a distinctive point of view, as well as a trusted destination from which to purchase their chosen sparkle.
Ahead of launch a brand ethos and approach to messaging was needed to bring to life the Finematter story. Honing in on the true brand identity and clearly articulating what Finematter stands for as a brand. The brand ethos is based on category, product, consumer and cultural insights that formed the strategic foundation for Finematter's launch marketing efforts across PR, social, influencer partnerships and web.
Caroline Chalmer and Mie Ejdrup has since raised €1.7m in seed funding, successfully launched in time to capitalise on the Christmas rush for jewellery gifts, developed the aesthetic brand direction and partnered with Danish influencer and stylist, Pernille Teisbæk, who is serving as Creative Advisor.
Photography by Hasse Nilsen
brand ethos // purpose & positioning // messaging
