Growing Homegrown

Marketing Jewelry When You Aren’t Tiffany’s February 12 th 1:08pm                         Within most product markets there are large and small firms. For the jewelry industry there are names like Tiffany and Cartier, but there are also smaller brands like Homegrown Jewelry. There is a huge difference in the size, target market, and a lot of other factors of these businesses which is why it makes sense that you have to use different marketing tactics for each. In today’s post I’m going to show you how I, and other small artisans, market in a world of Tiffanys.             Jewelry can be classified under the “Personal Needs” segment of Maslow’s hierarchy of needs. This means that people often buy jewelry for status or prestige reasons. With a larger brand there is more prestige behind their company. Tiffany...

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 Ancient Irish Collar inscriptions in their jewelry that was supposed to protect them. We also see in places all over the world jewelry being used for ceremonial purposes. Even the dead were adorned in gold to take with them to the afterlife in some areas. But overall, jewelry was for those with power and high status. 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 ...