The Portuguese brand “A.Ponto” has been on the market since 2006. To expand their business, we carried out a macroenvironmental analysis, focusing on trends and opportunities in the handcrafted jewelry business; followed by an analysis of the competition and a SWOT analysis, where the strengths, weaknesses, opportunities and specific threats of the business were explored; the consumer study was carried out, identifying variables that explain the characteristics and behaviors of the brand’s consumers. Subsequently, strategic and tactical options for the brand were developed, emphasizing the targets, positioning and target segments.