Avery McKnight

A semester-long final project building Mariollon — an original accessories brand inspired by grandmothers, timeless femininity, and the idea that jewelry can hold meaning across generations. The name combines the Spanish 'mariposa' and French 'papillon' (butterfly), evoking transformation, memory, and quiet confidence. Brand promise: showing new generations the beauty of aging and imperfection.

Solo project covering all nine chapters of the deck: brand mission, target market, consumer behavior, marketing strategy, primary research, customer relationship building, branding, product line, and pricing & distribution.

Position Mariollon for two interconnected segments — women 20–35 buying for themselves, and women 50–72 buying as gifts — using a concentrated targeting strategy and a value-based premium pricing model. Visual direction: soft blue, cream, gold, and olive green; coastal-European, slightly vintage, editorial. Sell direct-to-consumer with Instagram and Pinterest as the discovery engine, supported by small-batch boutique manufacturing in 14k–18k gold to protect craftsmanship.

Brand strategy  ·  Consumer research (Google Forms survey)  ·  SWOT analysis  ·  Customer segmentation  ·  Pricing strategy  ·  Marketing mix (4Ps)  ·  Creative direction  ·  Pitch deck design

• Primary research (Google Forms survey across age groups) revealed quality (64.3%) and emotional meaning as the top purchase drivers — and 96% of respondents were willing to pay more for sentimental pieces.
• Built a full product line with real price architecture — brooches $52–112, silk scarves $72–156, fine jewelry from $125 (pearl studs) to $325 (pearl/emerald ring) — anchored in real gold to justify premium pricing.
• Translated an emotional, memory-driven brand story into a defensible strategic framework: SWOT, 5-step buyer decision process, segmentation, and a distribution plan rooted in DTC and boutique craftsmanship.