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 The unique jewels
have always been on the special place with people throughout the entire
history. And only some artisans possessed the skills of jewelry art. Power
elite has always supported and approved of this sphere, though it served for
them only. If you possessed jewels, it symbolized the power, reference to
elite, and it was designed for the intimate circle of people. The kings, nobles,
the church and other authorities would tend to possess more unique jewels and
jewelry items. This again emphasized their dignity. And the jewelry was
assigned the feature of the wealth. And sometimes, the fortune of large states would
solve with the help of jewelry.
The time
changed and the role of jewelry items underwent some changes. In the epoch of new
commodity-money relations the peculiarity of the jewelry item as the capital somehow
lost its significance. And there are rare people who consider jewels in the
context of financial relations. The modern systems on circulation of diamonds
and gold are monopolized and are built on principles of the political
government.
The trade of
the jeweler has churned out and absolutely new materials are received with the
new technologies which are far more expensive of the most costly jewelry raw
material. The population development brought to re-distribution of values. The
jewelry items, even too expensive, lost their unique peculiarities.
And the new
sphere of industry occurred in new conditions, that is jewelry. It meets the
requirements of the middle class, leaving alone the high society. The release of
jewelry items is mass-produced now and the principal tasks in this sphere are
volume and quality.
The Jewelry
Houses keep flourishing now in spite of the world crisis. The competition, evident
or hidden, between the major players on this too expensive market has always
existed. As of the results of the quiz held in 2008 by the New York Luxury
Institute, the list of the most reputed brands of the luxury jewelry has been
compiled. 500 wealthy people from US participated in this quiz whose personal
capital is not less than $15,1 million USD. The quiz supposed the estimation by
the key aspects as unique peculiarities and exclusivity, quality and social
status, and client servicing.
The results
as of the end of 2008 are as follow:
Harry
Winston - the acknowledged king of luxury, mostly thanks to the unique items
with diamonds.
Buccelatti -
the brand for the selected, and especially luxury are the items from gold and
platinum, decorated with precious stones like sapphires, rubies and emeralds.
Van Cleef
& Arpels - trendy brand which is beyond the time and the competition.
Graff - the
English brand, incredible luxury and trendy design.
Tiffany is the
symbol of success. This world-known Jewelry House has a good standing, yet,
recently it opened new stores in Japan,
Great Britain and Hong Kong.
Piaget is the
unique line of watches with jewel trimming and facet.
Cartier - opening
of the new store in the South
Africa under the brand brought it to the new
level.
Chopard - this
brand is highly appreciated and loved by such Hollywood
actresses like Penelope Cruz, Charlize Theron and Kate Winslet.
Bvlgary - over
800 jewelry items, watches and gifts made the brand recognizable and beloved
throughout the world.
Mikimoto - the
Japanese Jewelry House existing for over two hundred years and known as the
manufacturer of jewels from artificial pearls.
The
economic crisis influenced the market of jewels in a stunning way. And it occurs
again that fluctuating unstable periods are more beneficial for the world
jewelry houses. The investments to the luxury goods are thought to be the most
reliable. The auction houses state that the bids they hold during uneasy times
are more successful. And this refers to every price segments.
The
tendencies to the increase in demand for the jewelry items are evidently seen
at auctions. As reported by the experts from the Amsterdam branch of Christie's Auction House,
the items manufactured after the year 1980 are not especially requested.
However, fashion is a variable substance, and what is outdated today may come
to be trendy some time later.
Today the
items of 70s of XX century are of high demand, though several years ago they
were just ignored. The ancient jewels by such jewelry houses as Tiffany &
Co, Cartier, and Van Cleef & Arpels, launched in 20s of the previous
century meet with a ready market sale. The uniqueness and rarity of the item
are highly appreciated and valuable.
On-line stores
offer sales of jewelry items that also find their market. Only for the eight month
of 2009 the boost of sale went up 13% unlike the previous year. The jewelry houses
do not neglect the digital technologies now. The improvement in this sphere by increase
in sales on virtual shops is the new stage in the development of jewelry
industry.
Those
jewelry houses who keep to traditions master the latest marketing approaches in
the meantime. Thus, the Italian Jewelry House Bvlgary with 125-year old history
persuaded Charlize Theron to walk along the red carpet for the Film Festival
wearing the jewels of the brand. The Italian House Casa Damiani and the Swiss Chopard
are also the Hollywood protégés.
Natan
Jewellery House in Brazil
undertook the new creative marketing approach when it placed the image of the
unique necklace on the mirrors placed in bathrooms of any expensive restaurants
and boutiques in San Paolo. And any woman could «try» that necklace on prior to
go for it to the store.
Jewelry
Houses find adventurous and courageous ideas to extend their clearly on the
wave of the trend. The experts are afraid to no purpose that such expansion will
make the jewelry accessible for everybody's use and lower the image of luxury
companies. The volume of accessories accessible for general public constitutes 10
to 15 % of the total turnover.
Yet, the
brands experience the perfect opportunity to improve.
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