NEW TO LUXURY – MEET MICHAEL M.
The newest addition to the LUXURY community is making quite a splash in the industry with an impressive diamond-intensive collection and a provocative new brand campaign. Since bursting onto the scene nearly a decade ago, Michael M. has steadily been honing in on its signature look and increasing its profile at the same time—the brand boasts an impressive 200K plus Facebook fans and 43.3K Instagram followers. With the holidays, a new year, and their first LUXURY show all on the horizon, we sat down with brand CEO Peter Meksian and his Director of Operations, Brian Fuller, to get the scoop on all things Michael M.—in a nutshell, it's a welcome and fabulous "break from tradition"!
LL: Describe the Michael M. brand in 5 words.
MM Team: Quality, Precision, Modern, Diamond Intensive, Bold.
LL: Can you give us an overview of your product offerings? Any new collections in the works?
PM: Our core offering is bridal and we have over 10 different lines in the category, including custom, that cover the gamut of looks from antique to vintage to modern. I will caveat that by saying that everything is done in the signature Michael M. way, which leans to the modern side, and we are BIG on diamonds. Our looks are bold, but there is definitely something for everyone. We also have a fine jewelry collection which features a range of fashion pieces; some are couture creations that focus on colored stones and rough cuts accentuated by diamonds and others are classic, yet playful, all white diamond staples, We are currently working on a new 14k price point fashion collection, so stay tuned!
LL: Why LUXURY?
MM Team: Moving to LUXURY is about serving our client base. Our core collection is bridal and those customers are shopping at LUXURY. We want to be part of that community and exhibit where it will be a seamless and convenient shopping experience for our existing stores. And are looking forward to meeting new LUXURY doors as well!
LL: Tell us about the new campaign we've been seeing all over social media and the hottest fashion magazine?
MM Team: The new campaign is the result of A LOT of consumer research. Michael M. has a first-time bridal buyer, but she's 32 rather than 22. She is a woman who is not afraid to invest in herself. She's at least a college grad, if not more, and is looking for something her peer group doesn't have. Every jewelry ad looks so similar and to get her attention we had to break the mold or, as the hashtag says, #breaktradition. She wants quality, expertise, service, passion, and a permanent expression of her individuality. Our goal with the visual messaging is to capture the essence of this consumer and speak to her interests.
LL: What are some pieces from the collection you would recommend for holiday gifts?
MM Team: The diamond huggies, fashion band, and swinging circle pendant from our fine jewelry collection. All are classic, gift-able items, but each with a little bit of a playful twist or modern edge that is signature Michael M.