At the same time, unlike the mining sector and the lapidary industry, the jewelry market has a barrier that is extremely difficult for the neophytes who want to enter this attractive business. This barrier consists in creating a brand, in this case defined as a system of product identifiers, which allows to link it with the expectations of the target group of consumers. It is a successful solution to this problem that allows you to ensure the necessary level of sales and the corresponding rate of profit. The creation of a jewelry brand, in our opinion, is not directly determined by the number of funds invested in the project, nor by the attraction of new technologies and design solutions. This is primarily a creative information task and it should be solved by appropriate means.

"Marketing Constants" of jewelry brands

What fundamentally distinguishes the brand Bvlgari from Cartier or, for example, Tiffany from Harry Winston? Outstanding quality? Applying the best materials? The skill of jewelers? Exceptionally expressive original design? Fidelity to traditions? Modern technologies? Obviously, any of the above criteria is equally satisfied by any famous jewelry brand. It is impossible to say that the product from Cartier is inferior to the Harry Winston product in the skill of the jeweler or the quality of diamonds. Moreover, all listed criteria are some "marketing constants" necessarily present in the information flow, designed by marketers of the respective companies.

In fact, today with the help of only such "constants" an effective brand can not be designed for quite objective reasons. If even 50 - 100 years ago it made sense to talk about any branded secrets of jewelry mastery, then modern technologies allow "deciphering" a new alloy, or the way of cutting, or the fastening system, etc. during few hours. The original design of the collection remains so only until the appearance of products on the pages of catalogs and on Internet sites.

Generally speaking, "technological complexity" or "new technologies" in jewelry business is a very conventional concept. Due to a number of restrictions imposed, including anthropometric characteristics, jewelry technologies are quite primitive compared, for example, with modern microelectronics. Appropriate equipment is relatively cheap and affordable. Which, by the way, allows mass production of high-quality counterfeit products of famous brands in the APR countries. It is also worth noting that companies - owners of powerful jewelry brands, as a rule, do not disclose information about the place of production of their serial products, which suggests the drift of production in the direction of South-East Asia. It is indicative that today, even in the most technologically complex sector of the jewelry industry - the watch industry, there is a total unification: Mechanisms for almost all known watch brands are made by only three firms: Miyota, Seiko and Eta. Today, jewelry houses in principle can not have any "long-living" original technological and design know-how - competitors are able to intercept any successful novelties literally at the time of their birth.

Thus, the construction of a jewelry brand based on standard "marketing constants" is meaningless today - it is obviously impossible to achieve more competitive "quality", "skill", "design" than that of Cartier and other market leaders. It remains to derive these "constants" from brackets and see what is in the balance and what factors actually determine the effectiveness of the brand.

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