When you’re in the process of planning to launch a jewelry brand, you must do more than simply design your jewelry pieces; you must also identify your target customers and decide on the best way to share your brand with them, both visually and through language. Before you make arbitrary design...
I recently read an article in JCK about Pandora’s efforts to reinvent itself after an “unsatisfactory” 2018. Pandora executives admit the brand has high brand awareness but lacks brand identity. This got me thinking about the difference between brand awareness and identity and why it matters to jewelry brands. In Pandora’s...
If you’ve been feeling a sense of deja vu lately, you’re not the only one. More luxury brands are taking fewer creative risks with their logos, websites, and Instagram feeds. In fact, according to a recent article in Bloomberg, “Many purveyors of upscale goods are choosing a similar feel.” Have you...
As a small jewelry brand, do you ever feel like you simply can’t compete with the major players in the jewelry industry? Instead of seeing size as a crutch, consider it an advantage. Small jewelry brands actually have colossal opportunities for executing and developing superior branding. The next time you feel...
