eCommerce Success Story: Singularu (1)

It has been some time since we last reviewed in detail one of those success stories of online stores that do things particularly well. Since we know you enjoy them—and so do we—we are resuming this type of content.

Which is the chosen one? On this occasion, we are going to dissect a small gem of eCommerce, if you will allow the poor pun. We are referring to Singularu, a jewelry brand that was founded with the idea of offering a different product to an emerging audience such as Generation Z and which, in my view, has found the key.

It has a particular tone, a clear purpose, and has been able to create a solid narrative, which it skillfully disseminates through its social media channels and overall marketing strategy.

Before delving into strategic matters, it is always advisable to understand our starting point and learn about the motivations behind the company.

The founding partners are Cristina Amestoy and Paco Tormo. She has a background in industrial and jewelry design, with significant experience in England and Korea; he is a specialist in marketing and business strategy. The combination is, to say the least, interesting.

The idea of starting a scalable jewelry business was not enough. Much still needed to be defined, and after considering all possible angles, they concluded that they wanted Singularu to be:

Let us move to the next point: the product. The goal was essentially to create a line that combined quality and design while maintaining an affordable price positioning.

How is this achieved? According to their formula, essentially by reducing profit margins. On their own website, you will find this chart:

The risk with this strategy is that consumers may be skeptical of the idea of a quality product at a low price, and there will always be a shadow of doubt, is it really good?

In this regard, Singularu opts for transparency. On any of their products, one can find the material used (commonly silver) and the treatment applied, for example, whether it has been rhodium-plated or otherwise treated.

Moreover, since they understand the segment they are targeting, they have recognized that millennials and centennials hold a different stance compared to previous generations, particularly on ethical matters.

For individuals in earlier demographic stages, sustainability or eco-consciousness is not as prominent and certainly not considered a competitive differentiating factor. However, Singularu’s target audience is different, and for them, it is important to place their trust (and their money) in brands that align with their values.

Taking this into account, the brand has opted to use 99% recycled silver, in addition to sourcing from local suppliers to reduce its carbon footprint and adopting packaging that is on its way to being plastic-neutral.

We have already mentioned several times that Singularu is highly focused on a young age segment; therefore, everything they say and how they say it is adapted to this audience’s style of expression.

For a brand that is oriented towards luxury and exclusivity, distancing from the potential customer may be interpreted as a sign of respect and status. This can be seen even in advertising images or photoshoots for online stores. The models’ expressions are serious and haughty.

That is not what is intended here; hence, the overall tone is very close and familiar, using informal language and seeking empathy. Of course, the models are smiling in the images.

Closeness is often a good way to build community, we tend to follow brands that feel familiar to us. It is more difficult to develop bonds with companies that speak in overly corporate terms. However, when they present themselves as “equals,” a communication barrier is removed.

At Singularu, we can see this across their entire website and their social media, about which we will speak a bit more later. This is a cross-cutting strategy that ranges from pages such as “about us” or those that explain their vision (I love that they use messages like: “We make the jewelry, you make it shine”) to other subtler touches.

Another area where Singularu particularly stands out is in building trust and authority. They have now been on the market for several years, but even so, we know that online customers tend to distrust eCommerce stores they have never purchased from before.

For this brand, this is of great importance, as demonstrated by numerous initiatives such as offering a 3-year warranty, 30-day returns, or free ring size changes, but also through smaller details that together create a reassuring sense of security.

I could provide many examples, but to focus on a few, I would highlight: