- Reign Sapphire’s new marketing campaign promotes individualized ION athleisure wear
- Blockchain transparency provides backstory to jewelry purchases
- Company’s social media focus draws over 200,000 Facebook and Instagram followers
Charles Darwin once said that an ethical scientist should have no affections, merely a heart of stone. In the modern day, ethical science has turned the idea on its head, producing stone that Beverly Hills-based Reign Sapphire Corp. (OTCQB: RGNP) believes will win the hearty affection of conscientious consumers worldwide. Reign Sapphire’s direct-to-consumer operating model offers a variety of personal touches that allow jewelry enthusiasts to write their own stories of love for themselves and for the earth beneath their feet.
Reign Sapphire is known for three of its brands — Reign Sapphires, which markets the second-hardest natural substance on the planet; Coordinates Collection, which provides dated geolocation-inscribed custom wearables; and Le Bloc, which adds a personal touch through its selection of necklaces, bracelets and cuffs adorned with individualized block-shaped letters and icons. The company recently announced an initiative for further marketing of a fourth brand — the ION Collection by Jen Selter, which takes the Coordinates Collection custom jewelry concept into the athleisure and streetwear arena, specifically targeting ‘millennial and Instagram-savvy consumers’.
The ION Collection’s jewelry uses bright colors and textures suited for everyday wear to celebrate special moments in life, drawing on the Coordinates model of inscribing location data that’s personally significant to the consumer in an effort to cater to the athleisure market in areas that have been untapped by the company’s previously existing initiatives.
“A key factor in our sales success is the growth of our social media following, which is now over 200,000 Facebook and Instagram followers across our brands,” the company stated in its March 13 news release. “Pre-sale interest was encouraging and we feel ION Collection has potential to expand sales. We recently announced an agreement with StarShop to promote ION Collection by Jen Selter. StarShop is a pioneering celebrity-driven mobile commerce application launched through a collaboration between Sprint® and its Pinsight Media+® subsidiary.”
Reign Sapphire’s focus on a strategy of social media marketing and direct-to-consumer delivery has driven its lean production model’s revenues, and the news release states that further refinement of the strategy has led to new growth and year-over-year improvements in the company’s gross margins.
In February, the company announced plans to issue an Initial Coin Offering for its own cryptocurrency, Reign Coin, backed by its Australian-sourced sapphires. Reign Sapphire turned to Australia for exploration of quality, ‘conflict-free’ gems produced without the unethical labor practices that are common in some other countries. A pending white paper is slated to outline how the coins would earn interest and fees through transactions that would then be shared collectively by all coin holders in the network through crypto-dividends.
The company’s Reign Blockchain venture uses the ledger-based blockchain platform to verify the authenticity of the sapphires’ conflict-free ethics claims in a soil-to-savoir faire transparency that supports jewelry consumers’ delight in tracing the life stories of their products. In gauging the existing annual market health of colored gemstones such as sapphires two years ago, the Gemological Institute of America (http://nnw.fm/p3Dhb) noted that the greater transparency in today’s supply chain of sapphires is worthwhile to consumers not only because its human rights record tracks better than diamonds, the only stone to exceed sapphires for hardness, but also because the ledger system meets consumers’ sentimental wishes for “jewelry with a backstory.”
“Jewelry has always been an emotional purchase,” the GIA wrote. “Millennials, who have grown up knowledgeable about fair-trade products and sustainability, expect that issues pertaining to human rights, environmental impact, and social consciousness are addressed in the supply chain for the products they wish to purchase.”
Reign Ventures, the company’s joint-venture platform for investment and development of technology-related products, rounds out its portfolio.
For more information, visit the company’s website at www.ReignSC.com
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