FN ISI Export Format VR 1.0 PT J TI Augenstern AF Tessaro, Marco AU Tessaro, M AB The start up company Better Diamonds AG established a new brand, which is called Augenstern. The brand Augenstern stands for diamonds, which are made out of a human body, in specific out of hair. Due to a special technique, the graphite can be gained out of the hair. Afterwards, The hexagonal crystal fence of the graphite is turned under high pressure and high temperature. What changes atom by atom into the cubic crystal fence of a diamond. However, the stage of the product life cycle is at the beginning and ready for the market. Therefore, the purpose of the paper is to investigate the market. In a first step a survey was carried out. Derived from the findings of the survey the segmentation, targeting and positioning was developed. The mid part of the paper was the verification of the two unique selling propositions of the brand Augenstern, which are Swiss Made and diamonds made out of a human body by 100%. Due to the findings of the previous chapters the communication content and the appropriate means have been established and evaluated. As well as the development and recommendation of distribution channels. The last part of the paper was to find out the role of deluxe hotels and souvenir stores concerning point of sales. ER