Marketing Strategies for the Jewelry Industry You Can't Afford to Miss

Hello

The jewelry industry is permeated by carefully controlled, industry-specific marketing strategies.

These are often fairly little-known topics.

Even if it's something that's obvious　to people in the jewelry world
For those who aren't　it still feels very daunting
wanting to know but unable to take a peek
You might want to ask but can't.
That's exactly why　there are quite a few things you can only understand vaguely.

「Common sense that had been unconsciously ingrained」

■When it comes to wedding rings, diamonds
■When it comes to wedding rings, platinum
■When it comes to wedding rings, it's three months' salary.

However,Did you know that diamonds being used as engagement rings is　surprisingly recent?

In days gone by, among royalty and the upper classes, diamond rings were sometimes given as symbols of wealth and luxury, but
It seems that diamonds were not commonly used in engagement rings.

 

 

So how did diamonds come to be common as engagement rings? 

Actually, here's the interesting part...

In fact, in 1867, when a diamond mine was discovered in South Africa,Diamonds suddenly became oversupplied and ended up being something everyone could afford
ended up beingI see.

Then what happens?As expected, the price has dropped.

To preserve the monetary value of diamonds that have become oversupplied and their reputation as luxury goods・・・　they will be controlled。

Who? For what purpose?　That's right.

De Beers, which owned diamond mines, is launching its famed strategy.

Control the mining output (actually, it appears when you dig)

Diamond Gift for the British Royal Family
Loaned to a Hollywood star
Celebrity Engagement Rings Featured in Magazines

through a variety of measures, such asPromote the image of diamonds and the narrative about their rarity and symbolism. Nicely done.

 

（⇈RADIANN　Moissanite　Oval Cut 4.0ct　Engagement Ring）

At the same time, to ensure it isn't just for celebrities,

「A diamond whose quality remains unchanged forever is associated with eternal love」

A campaign conveying that message has been launched
By emphasizing that the diamond sparkling on a woman's finger is a symbol of a man's financial success and social status
They also used strategies to boost men's buying intent. Clever, isn't it...?

And again and again　marketing campaigns are being rolled out everywhere,Published in 1948

「A Diamond is Forever（The diamond's eternal brilliance）」

This is the slogan that symbolizes De Beers' marketing strategy.
Yes, that familiar phrase came from De Beers.

Thus, by adopting a strategy of skillfully controlling the market, De Beers shaped the way diamonds are perceived today.

If that's the case, we might...
It means that they regard things controlled by an unknown great power as valuable.　That in itself is not strange.
However, what's important is　From now on, value begins with understanding
So that's how it is.

In recent years, due to growing awareness of environmental and human rights issues,
Not necessarily　like what has been said until now
"The 'common sense' that had been unconsciously instilled in us is gradually changing."


■When it comes to wedding rings, diamonds ➡ Ethical jewelry such as moissanite
■When it comes to wedding rings, platinum　➡　favorite colors such as yellow gold
■Wedding rings — three months' salary ➡ Skip the engagement ring and opt for just the wedding band

 

More and more people are choosing engagement rings that use alternative materials like moissanite.

The future of the jewelry industry may evolve over time depending on various strategies and marketing, don't you think!

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