Luxury is an integral part of modern day life and for some, nothing does the trick better than wearing a flashy wristwatch, a shiny necklace or a pricy ring for everyone to see. Vanity seeks company and introduces all sorts of materials into our lives, ranging from gold to diamonds or from freshwater pearls to jade, whether we like it or not. The luxury fashion business literally revolves around jewelry and those seeking to make big bucks out of it have to pay close attention to marketing because the customers are well informed about the products and seek intelligent content in advertisements to change their minds and habits. In this new game of tricky competition, those with creative ideas usually win but those who emphasize taste and originality dominate.
Regardless of how isolated and detached the casual jewelry shopper is, nature is always a great theme to use in jewelry marketing. A recent new trend in jewelry design has made the headlines because of its elegance, relevance and historical essence. The new trend is influenced by the ‘Five Elements’ of Ancient Chinese philosophy, referring to the ‘Five Phases’ in human existence as the body, mind and spirit transform into a Taoist reality of senses, trapped in the crafted pieces. The given philosophy considers the entire human existence through spiritual rhythm and physical interactions with the environment for which all the elements of nature need to be in balance. All the mentioned elements of nature have cyclical values but more importantly intrinsic qualities that add to the effect the pieces have on the owner as well as the outsider viewer. When all the five elements are completed in a person wearing the deep and sophisticated pieces of jewelry, the Divine Creativity recreates the individual in a mix of the elements, combining bits and pieces of every quality and value the elements have on human beings.
Jewelry marketing sometimes extends beyond the boundaries of conventional marketing, finding itself a place in sophisticated organizations – such as the recent ‘Jewelry: The Body Transformed” exhibition at the Metropolitan Museum of Art in New York. In this specific organization, a historical outlook is offered to the visitor, reminding them of how jewelry was incorporated into ancient rituals to define spirituality, honor marriage, mourn death or celebrate victory on the battlefield. The collection in this sense offers items such as ear ornaments, necklaces, rings and headdresses presented the way they were thousands of years ago when they did not decorate life but they actually constructed a large portion of social reality. The exhibition intends on reminding its visitors that many items used for beauty and aesthetics today had functional values such as protection or religious sacredness in historical times, using the human body to communicate messages from thousands of years back. In this pursuit, artifacts of Turkic, Sumerian, Egyptian and Nigerian origin are being displayed at the museum to invoke a sense of historical continuity upon the visitor’s perception and hopefully to lead them to check out creations based on the themes and trends on display.
As times get tougher and the markets begin to signal confusion, even the giants of the jewelry business are seeking ways to survive the backlashes of a troubled economy. De Beers has recently introduced its new brand, Lightbox Jewelry, to promote its synthetic diamonds in hopes of appealing to the lower income customers and sell them some “fun pieces of fashion jewelry.” Although the company has a history of opposing synthetic products, its strategists had to back down on their promise of selling “diamonds [that] are forever” and pay attention to the newly emerging consumer market. The lab-grown synthetic diamonds take form and shape in a couple of weeks and are favorites among the younger customers who have always shied away from buying the traditional and extremely expensive products, regardless of the recent price drops in the market. The earrings and necklaces Lightbox Jewelry offers are priced between $300 and $900 and will help De Beers undercut its competitors and bring some dynamism into the game, while retaining quality and prestige in the eyes of the younger customers. The company hopes to impress such new customers with innovation and remove the barriers between the producers and the younger consumers to expand the market in ways thought to be impossible before.