Never has our ability to personalize our lives been greater. Facebook provides us with a personalized “newspaper” each morning, you can have messages printed on your M&Ms, design your own goldfish crackers, and have your name engraved on an iPad. Consumers want goods that help them tell their unique story. They want to differentiate themselves from the masses. And the companies that help them do it are enjoying great success.
This third article in our series on fall jewelry trends is all about helping your customers tell their stories through personalized jewelry.
A 2013 Forbes survey found that “those customers who had customized a product online engaged more with the company. They visited its website more frequently, stayed on the page longer and were more loyal to the brand.” And while this study was limited to online behavior, it makes sense that the findings would extend to brick-and-mortar shops as well. So how can you, as a jeweler, tap into this craving for personalized goods?
“The consumer’s desire for personalization continues to gain momentum as the idea of story-telling through jewelry choices influences purchasing decisions,” says Juliet Hutton-Squire, co-founder and director of Adorn Insight, the leading global jewelry trends and market intelligence consultancy. “Where possible, designers, makers and bench jewelers should be on the lookout for selling opportunities and environments where they can offer choice in order for the consumer to feel involved in the design process with an influence over the end result.”
Signet rings with monograms, charm necklaces, message bracelets—they’ve all been seen on the fall runways, beautifully layered and stacked to create a look that’s individual to each wearer.
Offer your customers an array of tiny beautiful things and invite them to mix and match, stack and twist, wrap and combine to their hearts’ content. Tiny charms, pendants with messages, strings of miniature beads. Encourage them to choose the components, and then help them put it all together. Keep different styles and sizes of chain on hand to choose from.
If you have an online store, set it up so your customers can build a few personalized pieces with components from your collection.
Stock up on playful charms that are easy to mix and match.
Help your customers express themselves with message charms.
Quickly add and remove charms and beads to expandable bracelets.
Bracelets and rings that you can engrave with personal messages, initials, names or symbols offer a simple way to incorporate customizable pieces into your line.
Sterling and 14K gold signet rings provide a classic palette for personalization.
Metal clay artists can easily adapt their medium to take advantage of this trend. Use Dynasty stamps to build a piece around a customer’s initials. Create charms and beads they can mix and match. Or use Rio Cold Mold to quickly create impressions of your customers’ favorite textures and objects. Then turn those impressions into metal clay components you can incorporate into one-of-a-kind bangles and necklaces.
Have you seen a surge in the demand for personalized jewelry? Are you answering the demand in your work? Show us what’s on your bench in the comments section.