DEDIAM

Dediam, a trusted diamond wholesaler, wanted to know how it could differentiate itself from the competition to ensure its continued growth.

The project started with an innovation scan to identify potential growth areas. The team conducted in-depth interviews with five customers from the international jewellery and goldsmith sector to gain insight into their value proposition and to uncover unmet market needs.

Armed with this understanding, Dediam is brainstorming innovative solutions to enhance its business offering to customers worldwide.

In a market saturated with competition, both locally in Antwerp and beyond, Dediam faces the challenge of differentiating itself from other diamond traders. As its customers have numerous supply options, Dediam must find ways to stand out. To ensure continued growth and success, a clear vision of the ideal customer profile and the associated needs is paramount.

Solution developed

Recognising the critical importance of differentiation and distinctive positioning in such a competitive landscape, Dediam initiated an innovation project together with the city of Antwerp and Verhaert. Their strategy started with an innovation scan to identify potential avenues for innovation.

A quick win for Dediam was to answer the following research questions: "How can Dediam improve its margins or attract a larger customer base?" To investigate this, Dediam selected ideal customer profiles and conducted in-depth one-on-one interviews with five customers from the international jewellery and goldsmith sector. These interviews provided valuable insights into the importance and satisfaction levels of Dediam's current value proposition attributes.

The process revealed new and exciting opportunities by uncovering several unmet market needs. They also gained invaluable insight into their competitors, giving them a competitive edge. Armed with this newfound understanding, Dediam is ready to brainstorm innovative solutions to improve its business offering.