Merit was contacted by the founder of Bejeti, a self-funded luxury fashion start-up. He wanted to make wallets – very expensive wallets, in exotic (non-animal) materials such as meteorites, and he believed Merit was the right partner to do it with. At Merit, we take start-ups seriously, in that these are individuals’ dreams and futures with which we are entrusted. Plus, the financial and time commitments they’d made to conceptualize, research, and engineer these wallets were nothing short of impressive.
To say the design was a critical component of our strategy is putting it lightly. When an influencer experienced these invitational boxes, we wanted them to audibly gasp. With the help of Somersault Letterpress, we crafted a rigid box wrapped in Neenah Touche 111#, giving each container a sleek, hand-crafted look. Inside, the same substrate was used to craft envelopes for both the custom access card and invitation. GW Metallic Black foil #180 was used to subtly complement the all- black box and interior envelopes. Tucked neatly inside the small envelope was a stainless-steel access card, precisely machine cut and personally labeled for each individual influencer with a unique access code providing them with exclusive access to the pre-sale website where they could browse the products, download the media kit, and share the link with their followers using a trackable code. The invitation was printed on Gmund Cotton 333# cover, in Shiny Cream with GW Holographic Silver foil #910. The final touch was the inclusion of an authentic piece of meteorite, carbon-dated 4.6 billion years, as a token of our appreciation for allowing us to introduce them to the future of ultra-luxury wallets.
The strategy is still active, but to date, Bejeti has been featured in several prestigious publications, such as LuxuriousMagazine, DuPont Registry, Maxim and Esquire. Feedback from editors has been unanimously positive, including this quote from Paul Godbold, Founder and Editor-in-Chief of Luxurious Magazine: “[The invitation] arrived and blew my mind! That's the first time I have ever had an actual meteorite in my hands. Rest assured, I will be writing a piece and thank you."