Jewellery World Magazine - March 2020

design, such as a different coloured stone or
alter the design to suit the right hand rather
than the left.
Building a community
Brett Low of Deer Honey Jewellery still draws
his own eclectic jewellery designs to scale,
and while he’s attracted to the potential of
laser technology, he can’t justify the cost right
now. He doesn’t use CAD himself although he
will contract the work out if necessary – his
scale drawings are easy to interpret. For
Brett, the most important innovation in the
jewellery industry has been the development
of online platforms, where he can network
with both customers and industry peers.
“Instagram is a fantastic platform for
manufacturers and designers, and
part of our online marketing
is to give people a peek
into our workshop
through videos,”
Brett said.
“Facebook is
also good, but I
find Instagram is
the best platform for
promoting jewellery.”
Deer Honey Jewellery
Deer Honey Jewellery
Customers who see Brett’s jewellery
samples online will request their
own customised “tweak” to the
Alternately, they could pick up ideas for
remodelling an old ring – women who
want to redesign their engagement ring or
an heirloom piece of jewellery will gather
ideas from sites like Deer Honey Jewellery’s
Instagram page before coming to a decision.
The range of gemstone options on display
will fire up a customer’s imagination, so they
think more broadly about cut and colour
when choosing a gemstone for their preferred
design.
Besides expanding his customer base, the
Internet has also made it easier for Brett
to interact with suppliers and contractors.
Brett’s smartphone is an essential work tool,
providing a direct line of contact to people all
around the country and overseas.
“Now platforms can be consolidated so you
only log into one account to reach Instagram
or Facebook or LinkedIn,” he says.
This direct line of contact
streamlines the design
process, whether he
is seeking to find the
right gemstone for a
particular design or the
right contractor to help
him complete a commission
efficiently.
Brett has also found that the Internet provides
the opportunity for jewellery experts to
share their wisdom or ask for guidance. He
helps run a Facebook group called The Young
Jewellers Group, which is dedicated to provide
a friendly and accessible community resource
for people in the jewellery trade, where they
can share their skills and expertise or ask
questions from experts in the field.
Technology as a tool
Benjamin Ryan Jewellery
Benjamin Ryan Jewellery caters to customers
who specifically want traditionally handcrafted
pieces, although Ben says that new technology
does play an important role in the business.
“I prefer to handmake jewellery and will
always keep that as the focus of my business.
I do use CAD, laser and wax casting when
needed. I think people can sometimes
become a little lazy with new technology,
but it has opened
up a lot of other
amazing areas
where we
can push the
boundaries of
design.”
While Ben is
concerned there
may eventually be a
slump in traditional
skills, he knows
Peter W Beck
others have held this
fear in the past, and the quality of handmade
jewellery always has its place.
“Old jewellers have always said to me that
when wax casting became more prominent,
Peter W Beck
March 2020 29