Jewelry: Not Just For Princesses
Jewelry: Not Just for Princesses
February 1st, 2018
2:32pm
When we look back at the history of
jewelry there is a distinct trend. Once metalworking techniques became more
advanced jewelry was used a status symbol. Different metals represented
different class levels in Medieval Europe. Often times nobility would have
specific gemstones or
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| Ancient Irish Collar |
Throughout the years, jewelry
started to trickle-down into the lower social classes. It wasn’t until the 1900’s
that jewelry was an accessible good for most people. Clearly with the economic
depressions in the early 1900’s there was a decrease in the popularity of
jewelry, but for the most part it was a time of expansion for the jewelry
industry. Large brands like Cartier and Tiffany & Co. emerged as global
jewelry companies during this time period. This is also when jewelers started
to market their jewelry in ways similar to those we see today.
This shift
from jewelry as a status symbol to an attainable good also led to shifts in target
markets. Jewelry was only for those of high status, that was jewelers’ target
market. This meant that target markets were relatively small, and probably didn’t
require a lot of marketing. Now that jewelry is for everybody, target markets
are a lot larger. However, jewelers still choose a specific group to target.
Although jewelry can be worn by anyone today, as a designer you want to target a specific type of person that you think will love your jewelry. It can be very difficult to know who you want to sell to, but it’s important to not try and sell to everyone. Target markets are important because it always companies to focus on people who truly want their product, instead of wasting time and resources on a group that will never buy. We started finding our target market by thinking about our dream client, what we make, and why we make it. By analyzing the three W’s I was able to create a general idea of my target market. This is what I came up with, “I design, simple, versatile pieces that are a combination of nature and street-style for modern women who enjoy a range of activities, from exploring the outdoors to exploring their favorite city.” This boot camp really helped me focus my brand and forced me to think about who I want to be wearing my jewelry.
Jeweler’s
everywhere go through some type of process to figure out their target market.
Clearly, Tiffany & CO. who have a very high price range have a different
target market than I do. Every jeweler has a different style of jewelry, which
means everyone has a different target market. Besides the quality of your
jewelry, your target market might be the most important aspect of a jewelry
business. You want to make sure you are reaching your dream client so that
hopefully that person becomes a loyal customer.
Sources:
Great job! I have never known anything about the history of jewelry prior to reading this blog. You did a great job at introducing the topic then relating it to yourself. Jewelry is something that is constantly changing and still today it is almost impossible to find two pieces of jewelry that are exactly the same. I really liked how to brought in major companies such as Tiffany's and Cartier and showed the audience how your brand is different from theirs. It is very difficult for many people to find nice jewelry while still paying under $100. I don't know how expensive you charge but it seems like you are on the right track to rise in popularity. That's cool that you went to a camp specifically for jewelry! That shows that people can trust you! I think you did everything great but the only thing I would change is making the font a little bigger so it is easier for people to read! Great job overall.
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