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Latest Articles - Luxury

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World Jewelry Houses: Tendencies for Market Improvement

Thursday, 24 December 2009

world jewelry housesThe 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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