Aelunis
overview
Aelunis is a jewelry brand that features handmade necklaces, bracelets, and earrings. I was inspired to start this small business in the beginning of the pandemic because I noticed a gap in the current jewelry market—there were only cheap, fast fashion pieces or expensive, high fashion pieces. I sought out to create a middle ground; Aelunis blends trendy and classy styles at an affordable price while being more sustainable and ethically-made.
Timeline
May 2020 - Present
Role
User Research, Prototyping, Production, Marketing, Product Manager
The Problem
How can jewelry enthusiasts find affordable, attractive, and sustainable pieces?
Research
SECONDARY
Competitive analysis of brands like Mejuri, En Route, and Ana Luisa
Pain points
Jewelry is either too expensive, or supports fast fashion
Current designs are overdone, a lack of unique everyday pieces
