First social media crowdsourced jewellery line launches

Jewellery brand Daisy London has used social messaging app Yubl to help design a new line of earrings with YouTube vlogger Roxxsaurus.

The London-based jewellery label used Yubl’s unique voting button feature to allow its users to help direct every stage of how the new line of earrings would look. First, the users voted on the shape of each earring, either a Lotus Flower, Elephant, Evil Eye, Hand of Fatima or a Heart, and then on whether the material used should be gold, silver or rose gold. Even the campaign imagery was decided via crowdsourcing through the in-app functionality.

The end result means that the earring set, priced 69 pounds and co-branded with marble finish box wrap, was all developed using social media, which the app claims marks a first for social media by allowing consumers to be part of the design process.

Daisy London director Ruth Bewsey said, “We are thrilled to be working with Roxxsaurus on such an exciting collaboration. The use of Yubl’s brilliant voting feature within the app has allowed us to tap into what our customer really wants, whilst allowing them to be a part of the design journey.”

Yubl chief executive Gareth Evans added: “This is a great example of how Yubl can help brands work with their loyal customers and achieve fantastic results with new product developments. Yubl is thrilled to see the use of our unique new features and functions to help groups communicate in this way.”

Yubl launched in the UK in February and since then it has been downloaded more than 800,000 times. The social messaging app starts with a blank ‘canvas’ allowing users to layer text, stickers, video, photos and yubl ‘buttons’, such as voting options. Once created, Yubls then activate across synchronous screens, allowing everyone in the chat to share the same view at the same time. The idea of the app is to allow a more creative approach to social messaging.

Images: courtesy of Daisy London