Hey Harper Pauses Sales for a Day to Give Away $760,000 in Earrings and Prove a Point
The waterproof jewelry brand's 8th-birthday stunt leans on survey data claiming most women have dealt with jewelry that tarnished, faded, or turned their skin green.
Hey Harper marked its 8th anniversary on October 20 by pausing all sales for 24 hours and giving away 8,000 pairs of its Dazzling Long Earrings, a stated $760,000 in product, to anyone who covers $5 shipping at heyharper.com. Founder Catarina Oliveira frames the giveaway as proof the brand's marine-grade stainless steel and 14K gold PVD coating actually resists tarnishing, backed by a company survey claiming 86% of women have had a jewelry problem in the past year and roughly 40% have had pieces turn their skin green.
The giveaway also sets up the brand's next move: a designer collaboration launching October 22 with Amari Carter, a designer who appeared on Netflix's Next in Fashion, bringing butterfly motifs and asymmetrical shapes to rings, earrings, bracelets, and necklaces. Hey Harper currently sells direct-to-consumer and through Target and Amazon, with Walmart arriving soon.
Giving away $760,000 in product sounds like a loss leader until you notice the math: 8,000 new customers who paid $5 in shipping, right as the brand launches a designer collaboration two days later, is a customer-acquisition campaign wearing a birthday party's clothes. Hey Harper didn't pick October 20 by accident.
Source: PR Newswire
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
The Brand Briefing
Liked this? Get five more every morning.
The Brand Briefing: the stories moving brands, in your inbox at 7am your time. Free.
