In This Lesson:

• Key Components


• Gemstone Settings


• Jewelry Forms and Styles


• The Three Precious Metals


• Jewelry-Making Methods


• Designs and Inspirations


• Fine Jewelry Branding

KEY COMPONENTS

In jewelry, artists have the power to transform gems into
expressions of personal feeling and identity. A fine sapphire, for
example, is beautiful in its own right, yet set in an elegant plat-
inum ring, it can become a symbol of love, success, or life’ s
enjoyment. The same is true of any gem, or any type of jewelry.
This makes identifying customers’ messages and motives a
crucial step in helping them select jewelry to own or to give. As
part of the process, you also need to ensure that an item will
suit the appearance, taste, and lifestyle of the person who will
wear it.

Along with these concerns, there are two other key components that factor into any successful
gemstone jewelry presentation:

•Effective Description– Use the right words to enhance the pleasure an item of fers the
senses of vision and touch. To create desire, you have to paint an appealing verbal picture, then
translate that image into benefits which reflect the customer ’s reasons for owning or giving the
jewelry.

Gemstone

Jewelry

Colored Gemstones 7 1

Defining emotional and psychological

messages is a crucial step in helping

customers select jewelry.

Cover photo courtesy Barbara Westwood.