Branded Jewellery

A brand serves as a distinction of a product from others of its kind. Brand names create distinguishing images or identity for a consumer to recognize and desire. Brands exist in almost all industries and the Jewellery industry is no different.

In older times, jewellery was seen as the indulgence of the affluent society with court jewellers producing exquisite handmade one of a kind pieces. But with industrialization and better prosperity across the populace, jewellery is sought after by all classes. 

For better catering to this wide and divergent market, jewellery producers have started adopting a brand identity. Jewellery is typically worn for occasions or to commemorate certain events in one’s life. Identifying these segments, specific brands cater to specific requirements.

Wedding jewellery is a huge segment and several brands specialize in exclusive wedding bands, engagement rings, promise rings etc. The platinum industry and the diamond industry have also built brands for this specific segment. So you have platinum guild endorsing the platinum “love band” for celebrating your day of love. DeBeers also has engagement and wedding rings for this niche with the option of designing your own engagement ring.

Vogue Institute of fashion technology

The working class is another large market. With women more independent and financially more secure, there is a requirement for work-wear jewellery. Special ranges are created to cater to this market with smaller but more elegant style jewellery like pendants, earrings and bracelets available. Also trends like the right hand ring are popular as women want to assert their identity.

Men’s jewellery and children’s jewellery are other growing markets. Several brands introduce specially designed ranges or lines to provide a variety of jewellery for these segments.

The greatest advantage of a brand is the assurance of quality. The purity of gold, the quality of the stones and the workmanship used in the jewellery are important. Brand names try to build up on these criteria so when a consumer buys a product from a specific brand, he is assured of the value of his purchase. Often certificates accompany the products as a mark of quality.

The process of building a brand is entirely based on trust. When a customer is satisfied with the product after investing a considerable sum of money, he will always prefer to return back to the same brand when he has a requirement the next time. This is known as brand loyalty.

With prominent jewellery houses and corporate names introducing jewellery brands, consumers now have a large variety of specially designed jewellery to fulfil their every wish and desire.