So, multi-colored fancy fairy tales with duchesses, wives of presidents, Hollywood actresses, great scientists and dandies, a beggarly descent and brilliant success - in the time interval of 100 - 150 years. Texts of this kind, in huge quantities continuously distributed in glossy "glamorous" magazines, on relevant Internet sites, in "stylish" TV programs, etc. Are by no means the unselfish creativity of some fans - the chroniclers of jewelry firms, but they are carefully constructed content that makes up the informational basis of the brand, on which traditional "marketing constants" are hung. On the example of the top ten market, it can be argued that the power of the jewelry brand is a direct function of its "History". Of course, the true story in this case is just "raw materials"

No "History of the Family Firm" - there is no brand. This circumstance explains the numerous failures of the neophytes of the jewelry market. You can buy the most advanced technologies and copy a good design (or even create an original one), but without "History" the jewelry remains faceless, therefore, not competitive, because to form the appropriate information flow (and this is the main tool in this market) there simply is not a database . And "History" in this case is created by means and methods that have nothing in common with the jewelry market proper and it is the lack of understanding of this circumstance that leads to setbacks. The palliative solution is the alliances of De Beers and Leviev Group with the "historical" brands LVMH and Bvlgary, but so far there have been no serious successes on this path.

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