I simply love analogies. I find them especially helpful when explaining the intricacies of abstract concepts and, in particular, in my daily operations when discussing the importance of bespoke digital marketing strategies with my clients.

Just like diamonds, there is something magical and fascinating about digital marketing for luxury brands.

“Digital marketing for luxury brands is like diamonds; it needs a human’s touch and tailored techniques to realise its full potential. It is about leveraging highly skilled processes to release the internal sparkle of your brand to create mesmerising experiences for your discerning clientele.” – Florine Eppe Beauloye

SevenDigital Lessons Luxury Brands Can Learn From Diamonds

1. The Wonder Of Change: From Dull To Dazzling

A rough diamond looks very much like a dull piece of glass. Only when it is polished and faceted, it reaches its full potential. By the time the rough diamond is transformed into a precious gem, it can lose half of its weight.

In the same way, the true value of a digital marketing strategy is not revealed until after it has been crafted and refined. Luxury brands must first gain the awareness of this precious digital force, shed unrefined habits, and eliminate the inappropriate, allowing for digital marketing to emerge as a strategic element of their entire business ecosystem.

2. Bespoke Craftsmanship

Diamonds come in many colours, shapes and forms. Each diamond is endowed with a personality and character that is uniquely its own, yet they all share certain features that allow us to compare and evaluate them.

Just like diamonds, no two digital strategies should ever be exactly the same. There are many possible routes to building your digital roadmap. The true essence of digital for luxury is about craftsmanship, personalisation, customisation and exclusive experiences. But to succeed, your digital journey will require discipline, hard work and specific strategic intent. Your digital strategy must reflect your own brand story, while respecting digital best-practices.

3. Flawless Clarity

Clarity measures diamond flaws or inclusions. The clearer the diamond, the more precious it is. A cloudy diamond is less impressive no matter the size. Planning is a crucial step in diamond manufacturing. During this stage, the size, particular shape and relative value of the cut stones are determined and dictated by the natural shape of the rough stone. If you cleave a diamond in the wrong position, the diamond could shatter and become worthless.

Just like diamonds, the higher the clarity of your goals, the more valuable your digital efforts will be. Those who will win the digital game are not necessarily the biggest brands but the businesses that have a clear digital vision. Indeed, digital marketing for luxury brands requires careful planning in order to yield the greatest value.

4. The Clear-Cut Truth

Diamonds must undergo several stages in their production before transforming into a precious gem, starting with a thorough examination of the rough diamond. The one thing you should not trade off on is the quality of the cut. Diamond cutting requires incredible amounts of patience, specialised knowledge, tools, equipment, and techniques.


In the same way, the quality of the execution is key for a luxury brand to avoid a digital “dilution” of its perceived value. Digital success requires a specific set of skills and a clear process. You should not embark in any digital activity without first understanding where you stand (digital diagnostic) and where you want to be (online desirability).

5. Luxury With Integrity

Unfortunately, just like diamonds, not all digital strategies follow responsible practices. Whether you are working with an external digital agency or have an in-house digital team, you must follow certain principles and work ethics if you want to succeed in the long-term.

6. Crafted To Perfection

When the diamond is mounted onto a ring, it holds a deep emotional meaning, and a feeling of care and pride to wear the precious piece of jewellery. Without the ring, the diamond would remain somehow “disconnected”.

In the same way, digital transformation has to be a cross-company process and an integral part of your business strategy. You cannot build a digital marketing strategy and your tactical campaigns in silos. Your digital strategy must be fully integrated, along with traditional activities to offer seamless experiences across all your touchpoints. Only then will you be able to really connect with your audience.

7. Investments: Know Your Bling

Buying a diamond can be intimidating. What do you look for? How much should you pay?

Just like it is recommended to learn some basics – the cut, carats, clarity and colour – to understand a diamond’s worth, you should learn to demystify the digital process so that you can invest confidently.

In the same way that there’s no ideal size for a diamond – it depends on your budget and preference – you should look for the best digital options for your particular brand ambitions and personality.

A Brand’s Best Friend

Digital is becoming a luxury brand’s best friend. But just like in a relationship, where you have to go through certain milestones before diamond rings are exchanged, you must learn to listen to your audience and build trust before they desire your luxury brand and engage truly and deeply with you.

Next time you admire a diamond, think of how digital can help your luxury brand shine with unprecedented brilliance.

 Visit the mOOnshot digital page to find out more about Florine's work.

_{This article was first published on mOOnshot digital blog and has been reposted on Executive Lifestyle with the permission of the author. Images from mOOnshot digital
Edited by Nedda Chaplin}

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