Jeweller - March 2022

Brighter Branding | FEATURE
Cartier
L to R: Golshifteh Farahani for Cartier ; Kylie Jenner for Messika ; Anya Taylor-Joy for Tiffany & Co.
be an integral part of the jewellery trade and has enjoyed
significant growth as it has become more entrenched in the
market. The shift in distribution strategy by some of the global
brands has driven significant change,” Edwards says.
The increasing influence of social media has played an
important part in the growth and reach of brands says
Rachael Abbott, manager of marketing and merchandise at
Time Supply.
“There has been such a huge increase in social media,
especially during COVID, customers are very focused on what
is the latest trend and what they see online. They want to be
seen to be a part of it,” she explains.
“There is definitely a focus on personalised jewellery especially
on a brand such as Nomination, where people can express
their personal identity, celebrating special moments in life.”
The personalisation aspect is not unsurprising given that the
success of the category was largely built on the notion.
“Branded jewellery is very much about self-expression,
particularly among our core demographic of 18 to 35 year
old females. This expression is a huge part of their identity,
and with branded jewellery this can be communicated easily,
and with confidence even when the rest of their fashion/look
is expected to be restricted,” says Karen Ridikas, director of
Couture Kingdom.
“The importance of this self-expression and having ways to
communicate your passions and ‘fandoms’ - we believe - has
strengthened this category. Plus, we are seeing young men
increasingly part of our consumer base, too, due to the rise in
dominant common pop culture sectors across a multitude of
medias and experiences,” she adds.
That said, in more recent times the branded arena has also
expanded from the ‘fashion focused’ product into the fine
jewellery category, which is rather ironic given that in the
early days many retailers looked down upon Pandora for
being cheap ‘costume’ jewellery.
Today, branded jewellery collections encompass high-end to
fashion designs that include diamonds, colour gemstones,
platinum and sterling silver. While branded jewellery was often
associated with the fashion category, today it has no bearing
on materials.
Chris Soklich, director Ellendale Diamonds, points to changes
that only a few years ago would not have been considered
relevant to the category.
GE T TING IT RIGHT
Brand Priorities
Steve Der Bedrossian
SAMS Group Australia
“Creating relationships with
customers can drive exposure
and brand awareness, only gained
when branding is strong and drives
products and design.”
Rachael Abbott
Timesupply
“Brands that focus on their
customers’ emotions and identities
instead of their product’s unique
features, have a better chance of
building brands that inspire love,”
Justin Veil
Designa Accessories
“Expansion of stand-alone stores
for many branded jewellery
concepts has also helped
broaden acceptance of the
category for consumers and also
tap into customer segments who
may not have been shopping in
traditional jewellers.”
“Consumers are more socially aware; sustainability and
credibility are key focuses. They want to be informed and
can compare brands more readily as access to marketing
is available now across multiple platforms at any time,”
Socklich explains, adding, “brands - more so than ever -
build a presence through offering a lifestyle.”
Someone who has seen a lot of change throughout the
industry - and in particular the branded category - is Steve
Der Bedrossian, managing director SAMS Group. Having
recently entered the market with a new collection of Australian
sapphire jewellery following the success of branded pink
diamond jewellery Blush Pink, he believes that COVID assisted
many local brands to gain prominence as they sought stock
and support from suppliers closer to home.
“People are now more focused on timeless pieces with
longevity, quality, and aesthetics. The pandemic has also
changed purchase habits, as Australian consumers are now
more likely to seek locally made products, so this must be
a core focus for marketing and branding when products are
positioned at a higher price.”
It ain’t going anywhere
There was a time where industry pundits predicted that
branded jewellery was a fad - something that would fall by the
wayside - but those days are long gone. The category is well
entrenched in the jewellery industry today and while it may
not be for all retailers, the arrival of new brands with a diverse
offering will continue, albeit perhaps a little slower in a post-
COVID world.
That said, there are many reasons why astute retailers will
look towards a sensible offering of branded products within
their own niche.
“Brand confidence and trust from consumers is important
when they are purchasing a luxury good, such as jewellery,
as in order to gain loyalty the brand must deliver in
all aspects including design, quality, and service,” Der
Bedrossian explains.
“Creating relationships with customers can drive exposure
and brand awareness, only gained when branding is strong
and drives products and design,” he adds.
“Brands that focus on their customers’ emotions and identities
instead of their product’s unique features, have a better chance
of building brands that inspire love,” Abbott says.
She adds that retailers can use this “knowledge to engage
42 | March 2022