Montash Jewellery Design is a jewellery boutique located in North Brisbane. It was founded in 2003 by Monique Garvey, a jewellery designer, gemologist and diamond valuer.
Montash specialises in original designs and remodelling of jewellery as well as repairs, valuations and threading. It also carries an extensive retail range.
In terms of retailing, competitors include chain stores such as Wallace Bishop and Michael Hill and smaller local retailers such as Diamonds International.
Montash established a website in 2005. According to Monique Garvey, the website along with word-of-mouth recommendations are the main drivers of the customer base.
Montash began to develop a social media presence in late 2013 with the establishment of a Facebook page. Last year, profiles were also set up on Instagram, Twitter, Pinterest and Google +.
The information provided on these social networking sites consists mostly of direct promotional material and does not encourage user participation or engagement.
Montash has a well-established customer base that skews female and is diverse in terms of income. Clients come from all over Brisbane as well as the Gold Coast.
From a marketing perspective, Montash’s target audience is women aged over 25. To reach this diverse group, it is necessary to use a range of social media platforms including Facebook, Instagram and Pinterest.
Advertising in traditional media is currently limited to local glossy magazine, Style.