Brand-building and Kickstarter strategy — from community to international jewelry brand.
Core idea: SARLO does not launch like a classic jewelry shop. SARLO launches with attention, trust, Founder status and community. Only afterwards is the online shop scaled.
SARLO is not to be built as a classic jewelry brand. Instead of immediately investing large sums in advertising, extensive product collections or its own stores, a community is to be built first.
The goal is, even before the official launch of the online shop, to:
The focus is on letting people become part of the brand's creation.
Do not push products first. First build enthusiasm, trust and demand. Then deliberately open up the product world.
Today's jewelry market is highly competitive. The greatest challenge is not producing jewelry — but generating attention and building trust.
Many brands invest large sums in:
… and yet possess no genuine community. SARLO pursues a different approach: the community is to emerge even before the actual sales launch.
It was not the product that was unique — the brand and the marketing made the difference.
A powerful brand universe can replace traditional retail structures.
Community first. Retail next.
Great brands don't have to start with stores. They can first build reach, trust and community online.
Kickstarter is the world's best-known crowdfunding platform for new companies, products and brands. Companies can present their ideas and sell products as early as the founding or development phase, before these are produced or shipped.
Supporters finance the first production steps through pre-orders and thereby become the brand's first customers. Kickstarter thus makes it possible to:
Kickstarter is simultaneously:
Kickstarter is not just about raising money. It means: the brand becomes visible, gains its first paying supporters and can prove demand before the regular online shop opens.
Kickstarter was the starting point for building the brand.
The campaign did not only finance the product — it created trust and a first community.
The Kickstarter campaign is intended to introduce SARLO as a new brand, charge it with emotion and captivate its first supporters.
People should not just buy jewelry. People should become part of the making of SARLO.
The packages should feel premium — no sense of a “discount”. The benefit is presented as an exclusive Founder advantage.
| Package | Price | Included | Strategic benefit |
|---|---|---|---|
| Founder Edition | 49 € |
|
Low entry barrier, ideal for reach and a first community. |
| Founder Premium | 89 € |
|
Likely the strongest package: high quality, attractive and still highly purchasable. |
| Founder Collector | 149 € |
|
For fans, collectors and early brand ambassadors. Increases basket size and exclusivity. |
The Founder Dumpling campaign runs in parallel with the Kickstarter campaign and generates reach on social media.
The Dumplings are not a long-term product — they are a marketing instrument. Objectives:
The Dumpling should not feel cheap. It is presented as a limited Founder Experience: an entry into the brand — with a number, certificate, early access and an element of surprise.
| Position | Value |
|---|---|
| Founder Dumplings | 5,000 pieces |
| Sale price | 39 € |
| Revenue | 195.000 € |
| Estimated costs / potential gross profit | 50.000 € / 145.000 € |
In addition, this creates: reach, community, an email database and social media growth.
Not the revenue. Not the Kickstarter sum. The most important metric is the size of the community — newsletter subscribers, TikTok and Instagram followers, Founder members. These people form the foundation for future sales.
| Period | Focus |
|---|---|
| Year 1 | Community building |
| Year 2 | Expanding the online business |
| Year 3 | International expansion |
| Year 4–5 | Collaborations and special editions |
| Year 5–8 | Selected brick-and-mortar retail partners |
| Year 8+ | Own flagship stores, where economically viable |
SARLO does not launch with a conventional jewellery shop. SARLO launches with a community.
Only afterwards does the actual sale of jewellery follow. This way, not merely a product emerges — a brand emerges.
In the beginning, SARLO does not just sell jewelry. SARLO sells belonging, exclusivity and the opportunity to become part of the making of a new international brand.