| Historically, marketers of fine jewelry
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| | Thus the designs of fine jewelry offered
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| have targeted their advertising campaigns
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| | in the market today are as varied as each
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| primarily towards men, but times have
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| | designer's imagination. Even the
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| changed. With powerhouses like Debeers
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| | traditional industries of diamonds and
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| leading the way with their famous right
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| | pearls have had to use modern technology
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| hand ring campaign, jewelers have
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| | and upgrade their designs to keep up with
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| realized that the modern woman is now the
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| | the demands of the female consumer.
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| target consumer and the rest of the
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| | These consumers are no longer satisfied
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| industry is taking notice. Men still
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| | with the status quo; they don't want just
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| tend to purchase the higher ticket items,
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| | the round white diamond or the round
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| but they buy for special occasions,
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| | white pearls. Diamonds are being color
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| namely engagements, anniversaries,
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| | treated to come in blue, green, pink,
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| birthdays and Christmas. The workingwomen
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| | yellow, brown and black. They are being
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| today have strong purchasing power and
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| | cut with names like the asscher cut,
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| equally strong opinions of what they
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| | cushion cut, radiant cut, criss-cut, lily
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| like. And what the modern woman wants,
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| | cut. In fact, now that laser is cutting
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| the modern woman buys. In fact,
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| | diamonds, many firms are out there
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| according to the JCK magazine, 80% of all
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| | putting their own spin on traditional
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| jewelry purchasers today are women.
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| | cuts and renaming the cuts after
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| What are they buying? What is it that
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| | themselves.
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| women are buying and not buying today?
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| | Also, pearls are hotter then ever. Some
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| The first thing they want is "Big" with a
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| | of the biggest name in jewelry designer
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| lot of bling. They are doing this by
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| | made their mark specializing in pearl
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| sometimes sacrificing the quality of
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| | designs. Pearls are now being dyed every
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| stone for size, other times by choosing
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| | color under the rainbow and laser treated
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| pieces with multiple diamonds that give
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| | to turn them chocolate brown. The cast
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| the illusion of a big look. The days of
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| | offs that used to be thrown away are
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| women being satisfied with a plain gold
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| | being turned into designer masterpieces.
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| wedding band is gone. Anything paved,
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| | Every part of the oyster is used to make
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| basically small round diamonds set
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| | all different shapes and size pearls.
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| everywhere, with minimal metal showing is
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| | Cultured, Tahitian, south sea, fresh
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| in hot demand.
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| | water, mother of pearl, mabe pearls come
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| And the second thing they want is
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| | in all shapes and sizes. In the past,
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| color…lots and lots of it. In fact,
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| | the Japanese dominated the industry with
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| They are opting for alternative
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| | their traditional akoya pearl strands,
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| semi-precious stones set around diamonds,
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| | but then the Chinese, Australia and many
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| rather then going for the traditional
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| | of the South Sea regions came up with
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| pricier precious stones. Sales of the
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| | their own farming techniques to make
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| traditional sapphires, emeralds and ruby
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| | their mark with their own pearl
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| stone jewelry have plummeted and have
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| | specialties.
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| been replaced by the colorful and
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| | Women today want fashionable jewelry,
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| "cheaper" alternative semi-precious stone
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| | they follow not only the fashion runway
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| jewelry. All colors sell and the
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| | trends, but also their fashion icons. A
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| popularity of a certain color will vary
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| | diamond circle of life necklace worn by
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| with the season and fashion. Beryls,
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| | an icon such as Oprah Winfrey can start a
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| rubellite, rhodolite, garnet, topaz,
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| | major frenzy that can last up to 3 years.
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| citrine, garnets, jade, tourmalines,
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| | Women want versatility in their jewelry.
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| periodot, amber, carnelian, jade, the
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| | They want jewelry they can wear to the
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| selection and colors are endless. Pink
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| | office as well as go out to dinner and
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| and blue-green are always hot colors.
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| | just plain live in. They want anything
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| Not only are stones big in rings but also
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| | that gives her a feeling of change from
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| gemstone bead strands have been the hot
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| | day to night or that she can color
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| ticket item the last few years.
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| | coordinate with different outfits.
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| Tourmaline, peridot, topaz, iolite, jade,
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| | So whether it is a ring, earring,
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| lapis, onyx, beryl mixed with gold beads,
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| | bracelet or necklace, it is all desired
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| pearls and accented with big centerpiece
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| | as long as it is accented with diamonds,
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| pendants have been popular. After
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| | stones or pearls. The price point that
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| enduring a decade of the white metal and
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| | woman buy for themselves is still a lot
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| diamonds minimalism look, women revolted
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| | less then what men spend on average, but
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| and the "bigness" of size and color
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| | there is something to be said about
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| became the flavor du-jour for women's
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| | volume sales. Also where men have
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| necklaces. During the minimalist period
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| | usually purchased traditional designs,
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| where necklaces were all worn short, the
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| | women have forced the jewelry industry to
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| necklaces of today have evolved to the
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| | evolve and revolutionize in a short
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| belly button length. These necklaces are
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| | period of time. This is the power of
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| usually 32" or longer and worn long or
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| | what women want.
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| doubled for a layered look.
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