A true brand is

characterized by identifiable

features or components that

are consistently present.

Colored Gemstones 7 23

FINE JEWELRY BRANDING

In simplest terms, a brand is a product that’s strongly
identified by name with its maker. Coca-Cola, Nike, BMW,
and Rolex are good examples, and you can probably think of
dozens more. A true brand, however, is defined by certain
features or components that are readily identifiable and
consistently present. It’s this consistency that gives a brand its
identity, not the marketing that goes into building a name.

The concept of branding is as old as commerce, but over
the past fifty years it has been transformed from common
sense to science. Major corporations now devote much of
their energy to brand management, and universities offer
programs in the subject. For many consumers, brands have
gone from being assurances of value to symbols of personal
identity.

Except for watches and the creations of firms like Tiffany &

Co and Cartier, branding is a fairly recent development in fine

jewelry. Most experts say it began with growing recognition of

designers in the 1970s. Several factors have added momentum

since then.

Inside the industry, promotion by trade organizations, manufac-

turers and designers have made professionals more aware of brands

and their potential. Outside, there’s been a convergence between

jewelry and the world of fashion. Today, popular magazines like

Vogue cover jewelry trends along with those in apparel. Some of

the biggest names in couture – Chanel, Dior, Gucci, Versace – have

launched their own jewelry lines.

Most experts agree jewelry branding in

the US began with growing recognition of

contemporary designers.

Photo courtesy David Yurman.

A true brand is characterized

by identifiable features or

components that are consis-

tently present.

Photo courtesy David Yurman.