Awe Inspired Company Profile

Background

Overview

Awe Inspired is a fine jewelry brand founded in 2018 by Jill Johnson, a three-time cancer survivor, and her son Max Johnson. The company specializes in creating empowering jewelry pieces that honor myth, culture, and the human spirit, offering modern relics that express what leaves you in awe.

Mission and Vision

Awe Inspired's mission is to craft meaningful jewelry that symbolizes strength, transformation, and hope. The brand envisions a world where jewelry serves as a vehicle for empowerment, allowing individuals to express their inner strength and resilience.

Primary Area of Focus

The company focuses on designing and producing fine jewelry, including necklaces, bracelets, earrings, and rings, often featuring pendants and charms of goddesses, zodiac signs, and other meaningful symbols. Each piece is crafted from ethically sourced precious metals and genuine gemstones.

Industry Significance

Awe Inspired has carved a niche in the fine jewelry industry by combining luxury with purpose. The brand's commitment to empowerment and social consciousness resonates with a diverse customer base, setting it apart in a competitive market.

Key Strategic Focus

Core Objectives

Empowerment Through Jewelry: Designing pieces that symbolize strength and resilience.

Ethical Sourcing: Utilizing precious metals and gemstones that are ethically sourced.

Charitable Giving: Donating a portion of proceeds to organizations supporting women overcoming adversity.

Specific Areas of Specialization

Goddess Collection: A line of jewelry inspired by various goddesses, symbolizing empowerment and strength.

Zodiac and Astrological Designs: Pieces featuring zodiac signs and astrological motifs.

Customizable Charms: Offering charms that can be personalized to reflect individual stories and beliefs.

Key Technologies Utilized

Digital Marketing Tools: Leveraging data-driven strategies to engage customers, including the "Goddess Quiz" developed by Max Johnson.

E-commerce Platforms: Utilizing robust online platforms to reach a global audience.

Primary Markets or Conditions Targeted

Empowered Women: Individuals seeking jewelry that reflects their strength and resilience.

Spiritual and Mythology Enthusiasts: Customers interested in pieces inspired by mythology and spiritual symbols.

Ethical Consumers: Shoppers prioritizing ethically sourced and socially responsible products.

Financials and Funding

Funding History

August 2022: Awe Inspired raised $6 million in an early venture capital round. Investors included Gaingels, True., White Cap Private Equity Management, and Circadian Ventures.

Total Funds Raised

$6 million

Notable Investors

Gaingels: A leading investment syndicate representing the LGBTQ community and its allies.

True.: A venture capital firm investing in consumer brands.

White Cap Private Equity Management: A private equity firm specializing in consumer products.

Circadian Ventures: A venture capital firm focusing on consumer brands.

Intended Utilization of Capital

Product Development: Expanding the range of jewelry offerings.

Marketing and Branding: Enhancing brand visibility and customer engagement.

Operational Expansion: Scaling operations to meet growing demand.

Pipeline Development

Key Pipeline Candidates

Lunaria Collection: A spring 2025 collection featuring celestial-themed jewelry aimed at personal transformation and spiritual connection.

Stages of Product Development

Design and Conceptualization: Identifying themes and inspirations.

Prototyping: Creating initial samples.

Production: Manufacturing the final products.

Marketing and Launch: Promoting and releasing the collection to the market.

Target Conditions

Personal Transformation: Jewelry designed to inspire change and growth.

Spiritual Connection: Pieces that resonate with spiritual beliefs and practices.

Relevant Timelines for Anticipated Milestones

Spring 2025: Launch of the Lunaria Collection.

Technological Platform and Innovation

Proprietary Technologies

Goddess Quiz: A personalized, data-centric marketing tool based on the Myers-Briggs personality test that matches customers with products from their top-selling "Goddess Collection."

Significant Scientific Methods

Data-Driven Marketing: Utilizing customer data to personalize marketing efforts and product recommendations.

Leadership Team

Max Johnson

Position: Co-Founder and CEO

Professional Background: Background in digital marketing, honed during his time at Stanford and on Hillary Clinton's 2016 presidential campaign.

Key Contributions: Developed the "Goddess Quiz," a personalized marketing tool that matches customers with products from the "Goddess Collection."

Jill Johnson

Position: Co-Founder

Professional Background: A three-time breast cancer survivor with over 30 years in the jewelry industry.

Key Contributions: Designed the initial "Goddess Necklace" to honor fellow survivors, leading to the founding of Awe Inspired.

Competitor Profile

Market Insights and Dynamics

Market Size and Growth Potential: The fine jewelry market is substantial, with a growing trend towards ethical sourcing and empowerment-themed products.

Industry Trends: Increasing consumer preference for brands with a social conscience and commitment to charitable giving.

Competitor Analysis

Ephemeris: Offers handcrafted spiritual accessories, including talismans and jewelry featuring astrological charts and lunar phases.

Singularu: Specializes in jewelry for women, offering various pieces including earrings, necklaces, rings, and bracelets.

Brilliant Earth: A well-established brand known for ethically sourced fine jewelry and commitment to social responsibility.

Strategic Collaborations and Partnerships

Celebrity Partnerships: Collaborations with artists, cultural figures, and nonprofits to create campaigns that inspire and advocate.

Charitable Giving: Donating a portion of proceeds to organizations such as NAMI, CancerCare, and Women's Earth Alliance.

Operational Insights

Major Competitors: Brilliant Earth, Ephemeris, and Singularu.

Market Position: Awe Inspired differentiates itself through its commitment to empowerment, ethical sourcing, and charitable giving.

Competitive Advantages: Unique product designs inspired by mythology and spirituality, strong brand identity centered on empowerment, and a dedicated customer base.

Strategic Opportunities and Future Directions