Jewelry Tells a Story
Filed in archive Fine Jewelry by tammy on March 16, 2006
From National Jeweler:
"Speaking Friday at the Women's Jewelry Association's annual Women in the Know Conference, Betts told attendees that understanding the shift can help them market and sell jewelry.
"I find a lot of the stories behind some of the top jewelers are not told enough," said Betts. "Today, people are really looking for meaning in their investments, and a more individual means of expression."
The newest jewelry stores convey stories of their own, with intimate, customer-focused boutiques that emphasize the shopping experience as well as the sale, she said. The boon in the luxury market has benefited jewelry, according to Betts, as fashion houses and other luxury companies have begun to try their hand at jewelry collections. fine jewelry
has also become like fashion, Betts said, in that many designers offer a new collection each season instead of just one per year."I find it intriguing fine jewelry manufacturers may start taking some tips from the smaller jewelry designer who puts out collections, just like clothiers, and who understand that when they market their jewelry they are telling a story about themselves as well.
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