case study 1 | ELIN HORGAN
ELIN HORGAN CREATES Elegant, design-led jewellery handcrafted with recycled sterling silver in bishopstone, bristol.
Inspired by abstract art and architecture, with a design ethos of ‘beauty in simplicity’, Elin uses geometric shapes and clean lines to give her work a timeless aesthetic. designed to be treasured forever, when you invest in a piece you know it will be a firm jewellery box favourite for years to come.
The Challenge
Following a slow growth year at Elin Horgan, there were doubts in moving forward with new initiatives & strategies. Better clarity was required on the brand’s marketplace positioning in order to create new collections with confidence and refine the range strategy.
With the price of precious metals skyrocketing, profitibility had become a concern and a new strategy was needed to maintain margins whilst ensuring the jewellery was the right price from the customer perspective. Ultimately, Elin needed support to ensure her next steps were the right ones for the long-term integrity of her business.
The Solution
The methodology to create a new strategic plan for 2025/2026 included a benchmarking exercise of retail prices against competitors, a product range audit to identify opportunities in the assortment, a macro-trend analysis to contextualise the brand within the commercial jewellery arena (rather than for fast fashion trends), and a UX website analysis to discover pathways optimising conversion. This work informed a 5-point strategic plan to follow to streamline and grow the business.
The Impact
The new strategy included plans to enhance and expand the current range, ensuring the key jewellery types, materials and silhouettes were offered within the signature design stories. Recommendations from the UX audit have enhanced the website for increased conversion & engagement, which is crucial for the more profitable direct channel growth goal. Finally, A new pricing architecture benchmarked by the competitor primary research and new sourcing initiatives to reduce costs allowed for significant boosts to margin & profitibility.
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“Working with Kirsty has been an absolute pleasure and has given me an enthusiasm and optimism about my business that had been lacking for some time.
I was struggling with range development and pricing issues which had left me doubting my strategic direction, but Kirsty brought clarity to every aspect of my operations.
Her years of experience in the jewellery industry was immediately apparent and I loved the fact that she took the time to really understand my business so the advice she gave was tailored to my needs rather than being generic.
Working with her has given me a renewed confidence and excitement about what the future holds and I can’t wait to get stuck in!
I'd recommend Kirsty to any jeweller who’s looking to level up and take the next steps in growing their business”
Elin Horgan
