1.

Devine Jewellery (DJ) plc is an international business that sells a range of luxury jewellery items, such as bracelets, necklaces and rings. The business was started by British jewellery designer Dev Anand, who developed a unique selling point (USP) for jewellery that can be personalised with a message or initials. This USP has attracted customers from all over the world. All DJ products are crafted from high quality gold and gemstones. This has enabled DJ to create an exclusive brand image that has attracted wealthy customers who are keen to own a personalised design.

Dev understands that his business must be willing to respond to current trends to grow sales. Silver jewellery is very common, as it is much more affordable than gold. Other reputable brands already sell jewellery in a range of precious metals, including silver.

Dev is keen to produce a new jewellery collection using silver instead of gold. The new collection would not be personalised or include gemstones, making it more affordable for customers in the mass market. Silver items could also be delivered to customers within seven days, two weeks quicker than personalised gold products. The current selling price of DJ’s best-selling gold bracelet is £4700. A silver version of this bracelet would be sold for £1175.