As a jeweller, pressures come in all shapes and sizes. Sourcing raw materials can be difficult, supply chain issues ever present as well as finding the right staff. All of these factors can impact how your business performs and operates.
However, the fundamental measure of your success not only comes from how well you can attract but more importantly retain customers. Satisfied customers create revenue while loyal fans act as your referral programme, providing repeat custom.
Before we fast forward though, we need to rewind a little because your appeal to potential customers starts with how well they recognise and identify with your brand and on what level they are willing to engage with you.
Building Your Jewellery Brand
Understanding the essence of what your jewellery brand is all about is essential for making it a success. This applies whether you are just starting out or established already in the marketplace.
It’s useful to think about this from an objective perspective. Think about some of the brands that you follow for . What motivates you to do so? Is it reliability, service, trust, respect?
When you are invested in a brand you are far more likely to be interested in what they say and also to recommend them to others. We often don’t question the reasons why we choose one brand over another but the majority of the time we are drawn towards them subconsciously because we agree or align with their values.
It is this distinction between your brand and your competitor that needs to be clear in the mind of your customers. They need to be able to identify fully with your brand and the core messages that you communicate. Without it, you won’t be able to create that relationship and bond with them.
So what can you do to make your jewelry brand the one that customers want? There are three primary steps that you need to get right from the beginning.
- Brand Mission – The reason or purpose for your brand’s existence or what Simon Sinek describes as the ‘why’ of your business (Start with Why). We all know that businesses are there to make money but that is not on the agenda for your customers.
- Brand Vision – This defines your aspirations for the future and what you would like to achieve.
- Brand Values – The standards you adopt that compliment and support your brand and that you uphold and adhere to.
Together these three elements are the foundation that you use to build your brand. They are your guide, a compass to navigate your way forward.
But, how do you determine what the core values for your jewellery business are? For a start, it’s not about listing your features.
In order to define who you are, it’s easier to think of your brand in the same way as you would a close friend. And just like close friends, we chose them for many reasons. We enjoy their company and get satisfaction from being around them.
If we transfer this logic to your brand, this is where the magic happens. Your brand too has its own personality and traits that customers can potentially feel an affinity towards.
It can be a positive impact on their lives that helps to make them feel better, comfort and reassure them, bring them enjoyment and a sense of fulfillment. Likewise, it can be an ambience, ethos or an attitude.
To exemplify what we mean, we have put together some examples of jewellery brands and the core values they have defined.
5 Inspirational Jewellery Brands
Tiffany & Co.
According to Statistica, Tiffany & Co was ranked seventh among the world’s largest luxury brands in 2021 and with good reason. It has stayed true to the values that were identified when it was established in 1837.
It therefore has an important historical legacy and earned reputation therefore nostalgia, timelessness and everlasting is a major part of their conversation.
This is also translated across signature product ranges that are considered to be heirlooms. They stand the test of time and are still as revered as they were the day they were bought and worthy of being passed from one generation to the next.
Van Cleef & Arpels
Dating back to 1906, the Maison of Van Cleef & Arpels also boasts impressive longevity. Like Tiffany & Co. the designs are easily recognised as being from Van Cleef & Arpels.
In particular, the Alhambra collection (registered trade name) is inspired by the Palace of the same name that is based in Granada, Spain. The Alhambra (or ‘Red One’) is a fortress and regarded as one of the most famous and best preserved monuments in Islamic architecture. This collection takes striking design elements of the Palace such as the four leafed clovers, talismans and the crinkled archways and
They also devised the mysterious setting or Serti Mysterieux uses gemstones that are positioned near each other in such a way that the prongs are not visible and therefore creates fluid and seamless colour across individual pieces. This technique is reputed to take around 300 hours to complete, requiring intricate expertise and artisan work. Furthermore, only a limited number are released thus adding to the exclusivity of owning one.
Not only is there specific, innovative and detailed workmanship integral to each creation but having a piece in their possession gives the wearer a deep sense of esteem. Individuals relate to the audacious, exclusive and evocative nature of the brand. It cleverly marries its tone through its distinctive use of the ampersand, evident in the name but equally prevalent across their entire communication.
Descriptions such as individuals & expertise, excellence & poetry permeate the fabric of who they are and what attracts people to them. This is a perfectly effortless symbiotic relationship that flows through every inch of the brand.
Founded in 1874, Piaget portrays their philosophy built around the ‘The Sunny Side of Life’. This is meant for those who seek elegance, positivity, optimism and living a full life
Joy and beauty are embodied in the brand and is translated through their jewellery collections. Visionary, passionate, a respect for individuality is enveloped in what they term the pioneering spirit of their artisans. The pieces are intended to inspire and uplift while also encouraging customers to feel empowered. It is an ode to joy and beauty, and it’s about embracing your passions and individuality.
These values are envisaged and realised with the Possession collection which features rotating rings which reflect the independence of women who are ‘always on the move’.
Founder Harry Winston established the company in 1932. He became widely acknowledged as the inventor of modern couture jewellery and is acclaimed as the ‘King of Diamonds’ and ‘Jeweler to the Stars’ most notably because he sought the rarest and most exceptional jewels.
Again, the brand has developed their own signature techniques that separate their style from others. This includes the Secret Collection including the Diamond Cluster Necklace. This is handcrafted using the finest quality stones composed of a selection of round, marquise and pear shapes that transforms into a hidden locket.
The mission statement is centred on ‘celebrating the meaningful moments of every client’s life’ which offers the ultimate in exclusivity with an appeal that attracts only the most discerning and privileged that want the finest craftsmanship, prestigious quality gems, innovative gemstone settings, heritage and philanthropy.
PD Paola, on the other hand, is new in comparison with the previous examples certainly in terms of when they originate. However they are no less intentional and clear in terms of how they are defined and the legacy they want to create.
Established in 2014, the strapline is directed ‘for women who own their glow’ and explicitly reaches out to a particular cohort with an empowering message. It appeals to those who have a desire to be authentic, a sense of spirit and edge, those who endeavour to be more socially responsible, the style-conscious and adventurous.
In the words of the brand itself, they resonate with the rebelliously elegant. The theme is carried through their active support of annual Women’s Day campaigns for example.
Another important part of their ethos is sustainability. While they admit that this is not without its challenges, especially within the jewellery industry, they are committed to continually achieving better standards in this regard. This is exemplified through their sustainability plan, their use of acquired renewable energy sources and the deliberate sourcing of alternative materials such as recycled gold and lab-grown diamonds.
What are the key ingredients that every great jewellery business has?
- A signature style.
- The ability to develop an authentic story.
- A clear understanding of what their value proposition is and having an appropriate pricing model reflecting that.
- An aptitude for identifying the right partnerships to collaborate with.
- Aligning with complimentary brands that will help to nurture a devoted fan base.
- Self belief. In spite of challenges, there is a appetite to grow steadily and at a consistent pace.
- A willingness to learn and adapt.