Enter the Magical World of Poppy Angeloff by Doe Deere

Enter the Magical World of Poppy Angeloff by Doe Deere

Poppy Angeloff is the newest venture of fashion and beauty entrepreneur, Doe Deere. Deere launched the company in 2018 after announcing her diminishing role at her former successful company, Lime Crime Cosmetics. Deere’s transition came after selling a majority stake in Lime Crime to private equity firm Tengram.

This transition paved the way for Deere to focus on building a new brand: Poppy Angeloff, am heirloom quality jewelry line. Just like Lime Crime, Poppy Angeloff bosts ethically sourced materials that are outside the norm of the industry.

Her fanciful approach to these accessories is a social media dream and Deere has long used these social platforms as a way to build community and market herself and her businesses. A look inside the Instagram world of Poppy Angeloff shows off vintage-inspired creations for ‘Victorian girls living in a modern world.’

The Garden Path Leading to Poppy Angeloff’s Launch

On April 20, 2018, the brand’s Instagram page shared its first post which simultaneously drummed up a buzz and cemented its branding. That branding revolves around the image and symbolism of the pansy flower, which is also the company’s logo.

It all started with The Pansy: a symbol of being one-of-a-kind & unforgettable.  You’ll find this delicate yet majestic flower on everything we make. The name Poppy Angeloff comes from an imaginary girl who, as we dreamed, wears & collects our jewels. As for our customers, they come from all over the world, share the love of beautiful things, and are lovingly called angelettes! – Doe Deere, Poppy Angeloff Website

Deere drove this home with the first post featuring a heap of the delicate, pale purple flowers.

Pansy: the ever-blooming symbol of Poppy Angeloff. You’ll see it adorning our packaging, website and even incorporated into the designs. Did you know that back in Victorian times, pansies meant ‘I love you’ or, rather, ‘I think of you’? Because when drooping, a wild pansy’s flower resembles the downcast head of a person absorbed in thought.

Linguistically, the meaning of ‘pansy’ comes from the French pensée, which can be translated as ‘thought’. When giving a gift of pansy, whether jewelry or the flower itself, you’re saying ‘you occupy my thoughts’ or even ‘think of me, remember me’. In modern times, we think that pansy means ‘UNFORGETTABLE’! 🌸 —> Scroll through to some of our favorite colorful pansies! – Poppy Angeloff Instagram

 

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In the following days, Deere shared some inspirational posts with the brand’s followers, giving them a sense of the Poppy Angeloff aesthetic. These posts included a beautiful, vintage jewelry box as well as the first peek inside her newly renovated home.

 

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Deere has consistently used her home as an arm of her new company, showing off both the restoration of antique pieces she and husband Mark have refurbished as well as a decor laden with floral accents and Victorian style.

 

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Deere also used this creative photo of the facade of her home to drive home the idea that color is as important at Poppy Angeloff as it always was at Lime Crime. Simply put, she states, “Color is at the heart of everything we do! 💜🧡💚💙💗💛❤️”

Poppy Angeloff’s  Fetchingly Floral First Reveal

By August 24, 2018, Poppy Angeloff had the first design to debut. Unsurprisingly, the ring features a pansy. What is surprising is the incredibly accurate portrayal of this flower which appears to float on Deere’s hand in the promotional photo on Instagram.

(Watch for the big reveal at the end) 🔮💍🌸 Introducing our debut ring, The Pansy! Set in solid gold and hand-painted in delicious glazed enamel with a sparkling WHITE SAPPHIRE center… Good enough to eat! Inspired by one of my favorite flowers, which symbolize “think of me, remember me”, or simply “unforgettable”.

Coming soon to our Invisible Boutique – click link in bio for a key. 🔑 (keys will be distributed closer to launch date) – Poppy Angeloff, Instagram

Soon after, a peek at the packaging followed. Poppy Angeloff successfully carries its branding from its social pages through its antique replica jewel boxes that each pieces ships in. They are gift ready and require no wrapping to make a statement.

 

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At this stage, the online boutique wasn’t open yet, but a select few would have the opportunity to shop the collection soon. By giving away special digital ‘keys’ to the shop, Deere leveraged exclusivity to get a sense of demand and elicit feedback from the first select few customers.

 

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Toward the end of October 2018, the Poppy Angeloff Online Boutique opened to the general public with a dual announcement of that plan and more information about the hat-box inspired jewel boxes each ring ships in.

 

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Soon after, more designs began to emerge on the social media platform to entice dedicated fans.

 

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The Fanciful Poppy Angeloff Family Grows

As the brand gained steam, Deere used the Instagram account t share some information with her followers about jewelry, gems and how to size themselves for online ordering.

This attentiveness to customers is one of the hallmarks of a Doe Deere brand. She has an innate ability to suss out what her customers need and delivers it with a touch of whimsy and staging to die for.

 

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She simultaneously crowdsources information about gemstone and color preferences so she can thoughtfully expand the brand to cater to its target base.

Poppy Angeloff rounded out the year and holiday season with some giveaways to drive traffic to the brand’s website and social accounts and sales to tease shoppers looking for the perfect holiday gift.

 

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The Ever Expanding Pansy Tries on New Trappings

Just before Christmas, Poppy Angeloff began teasing that something new was coming. A fresh spin on an old favorite, even within the brand’s relative infancy.

“What do you call a pansy that grows in snow? ❄️ #teaser,” the post enticed.

 

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Within days,  the brand explained slightly more about the pending new release, an updated take on the signature Pansy ring for those who love silver rather than gold. Instead of simply popping the same hand painted-enameled flower onto a silver setting, however, the whole design got a facelift.

The Snow Pansy is an even more delicate wash of pale white, purple, black and yellow.

Some pansies bloom even in the snow. We call them Snow Pansies! ❄️🌸 A new rendition of a classic is #comingsoon! Hand-painted enamel, white silver, white sapphire center. $180. INCLUSIVE size range 4-13!!! Subscribe to be notified when it becomes available on poppyangeloff.com. – Poppy Angeloff, Instagram

 

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Another giveaway ensued offering The Snow Pansy up for grabs. These are ingenious ways to bring attention to the brand as a whole and new launches. They were well timed around the biggest shopping season of the year.

More Recent Developments: New Rings and Valentines Day Launch

Poppy Angeloff kicked off the new year with a team photo of their ring roster and a special thank you to loyal customers.

 

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🍋🍇🍑🍒🍐 Which one’s your favorite??

In the beginning, I was shocked to learn how expensive it is to produce quality jewelry in small quantities. But I’m happy to say that with your help, we’ve finally moved beyond that! More orders means more volume, and more volume means lower prices for you guys!! 👏🏻 (Seriously, we have a real amethyst/citrine ring that’s on sale for $100 right now.) If you’ve purchased from us in 2018 – thank you! You are our OG fans and we won’t forget you. 💕

Deere establishes deeper brand loyalty by passing success on to her customers. It’s hard not to feel involved and be rooting for Poppy Angeloff’s future success.

That was merely the beginning, however, of what 2019 holds for this brand as it explodes with new designs and more gemstone and precious metal options for shoppers.

A Modern Spin on That Bloody Valentine

The latest addition to the collection is a true show stopper. The Bloody Valentine.

#ComingSoon : BLOODY VALENTINE RING 🥀 Sizes 6-10, $150. This beauty arrives just in time for #ValentinesDayto bring good luck in love & protect against heartbreak. I chose Pigeon Blood Ruby as the main stone because of its mesmerizing color – deep red similar to garnet, but more pomegranate! 🍇 Subscribe to be notified when it goes live on poppyangeloff.com.

Bloody Valentine is our first silver-base gold dipped piece. This isn’t your typical flash gold plate that’s gone before you know it. The layer of gold is LEGIT and, with proper TLC, will last forever… just like true love. ♥️

 

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Not only for lovers, The Bloody Valentine is also brilliantly marketed as a talisman against bad luck in love. In one simple post, Poppy Angeloff plugs a consistently ignored gap in the market: single women on the biggest couples’ holiday of the year.

Without sounding trite or trope-y, the brand offers up the perfect ‘from-me-to-me gift’ for women everywhere who want to shirk the conventional role of waiting for their lover to give them a beautiful ring for Valentines Day. Yet again, Doe Deere blazes trails while taking the best part of tradition with her as she goes.

Through the Looking Glass

To follow the Poppy Angeloff Instagram page is truly to step into a magical world where color and femininity rule. Everything is positive, uplifting, inspirational and nurturing as the brand and its founder encourage people to be themselves and express who they are.

The visual cohesion is an example of subtle yet extremely effective branding. Newcomers can tell at a glance what Poppy Angeloff is all about while feeling a pull to click on the boutique and place an order. Seeing the beautiful creations on Doe Deere’s delicate hands as she lives her own magical life is a strong siren song to millions of people who dream of embodying such playful yet timeless beauty.

Whether you’re in the market for a ring for yourself, your daughter, niece, sister or mother or just love to surround yourself with natural inspiration and a rainbow of colors, the Poppy Angeloff Instagram page is a must-follow.

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