My business sells Italian lucky charms and amulets. The famous cornicello aka the Italian horn! In Italy, they look like a chilli but they’re actually a bull’s horn and you see it a lot in the traditional red colour hence why people call them a chilli!
Jewellery is not normally controversial. But our jewellery sometimes stirs some serious emotions in people!
Why? It’s the combinations we combine our pendants with.
Sometimes we will pair a cornicello and a Madonna pendant. Yes, sometimes we mix superstition and religion. Oooh, I know so dangerous!
Controversial? Yes. They are also our most popular sets and bestsellers!
I personally don’t have a problem combining a little Italian superstition with religious medals.
Some people disagree with us but here’s why I think it works:
- Starts a conversation. Sometimes good and bad but increases our engagement at the end of the day. Which includes tags and comments.
- Differentiates ourselves from everyone else. We’re mixing modern with tradition.
- Breaking down those cultural and traditional barriers. Our younger audience loves our new twist and take on the old ways.
- Brand awareness. I believe our brand is becoming more well-known and getting noticed as a result of our controversial pieces.
- Sales boost. People want to be different with their accessories. They also want that extra boost of luck and protection they believe they will get.
In a sea of products and marketers where everything has been done. What product can you sell that you can put a little controversial twist on?
Thanks for reading! Interested in starting your own Italian product business?
Check out my course below: