Personalized jewelry brand KEEP Collective does about 75 percent of its business online, but expect that number to grow thanks to the company’s new digital Design Studio.
The California-based startup is part of the Stella & Dot Family of Brands, which also includes accessories brand Stella & Dot and EVER Skincare. Unlike the more fashion-forward Stella & Dot, KEEP is all about helping customers create meaningful keepsakes with its collection of charms and “keepers”—leather wrap bracelets, necklaces or other bangles that serve as the foundation of each piece.
“One of the things I love about KEEP is that it’s not selling in the traditional sense,” said Dana Bloom, KEEP General Manager. “When you sell something like a fashion item or clothing item, you’re just talking about that item. When you share KEEP, it’s about connecting with someone’s story and what’s important to them.”
The company’s newly launched Design Studio is an interactive tool that allows users to build their own custom jewelry, with additional features like integrated favorites and one-click sharing. The mobile-optimized platform also includes an Inspiration Gallery, where users can upload their own creations or shop other looks.
Of course, customers are not the only ones who benefit from the streamlined design experience. According to Bloom, the Design Studio is intended to boost the productivity of Designers, or independent sellers, by reducing the time that goes into mocking up samples. The tool appears on each Designer’s personal KEEP Collective website.
“Building on our experience with Stella & Dot, everything is created by us on our platform, and so we have the benefit of being able to design it for her business,” Bloom told DSN. “We measure our success on the number of lives impacted and the Designer’s dollars per hour.”
In 2015, the company’s first year of business, those dollars per hour amounted to $50 million in sales. Management expects to see that figure double in 2016, as a growing salesforce leverages the brand’s increasingly sophisticated tools. Currently, KEEP has more than 12,000 Designers across the U.S. and Canada.