Gold jewelry

The article was written by Raphael Thierry

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Like fashion, the jewelry sector followed the quick path of mass consumption. Was it an error ? Is it going to pay off on the long run ?

ExJewel disrupts the French jewelry market in mixing technology and ethics. With our repurpose service we believe in promoting fine jewelry against the whole fast fashion trends and low-quality products. Our algorithm enables price standardization and transparency in the market. Our goal is to enable jewelers and the public to repurpose and obtain new fashionable products for a low price. And unfortunately repurpose is not possible with low-quality jewels.

Table of content

1- Fine jewelry, the new black gold!

The market today

“Trendy pandy”

2- Why some jewelers committed suicide?

The mistake they did

The pressure of the success

They came back nevertheless!

3- Online sells!

Shifting businesses

More content for a higher result!

4- Tech is disrupting the industry as we speak!

Stop consuming, start recycling!

High technology for high benefits

5- Exjewel, the French forerunner of the jewelry innovations!

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1- Fine jewelry, the new black gold!

The market today

Gold jewelry demand slipped by 1% to 12.7t in Europe because of an uncertain political context in the UK and France. Nevertheless, for the same period, the UK increased by 2.1% the number of gold articles hallmarked in 9 and 18 carats.

“Trendy pandy”

Meanwhile gold is rising on the jewelry market share, the diamond remains successful in the whole aspect with classic timeless jewels.

Especially earrings know a significant performance this year with diamond and pearls and become more and more interesting to invest in compared to neckless and bracelets.

David M Robinson showroom manager, Alisha Duffy explain “The modern lady who wears DMR jewelry wants the opportunity to be bold and our statement earrings allow them to do this.”

Allied market research, Global Opportunity Analysis and Industry Forecast, 2014-2022

1- Was mass consumption suicide?

A short term decision

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In a context of customer consumption switching from mass consumption to targeted consumption, most jewelers have been blind by temporary success.

Indeed, the whole jewelers who invested in branded goods wagon when it was trendy with famous branded charms like Pandora have known a direct high increment of their sells for a short period. With the sustainable trends, customer changes their way of consuming by getting more reliable jewels.

Fine jewelry which is characterized by better quality jewels makes more sense for the customer who now prefers to invest in longevity jewels and not in low-quality fast fashion.

The pressure of the success

The unexpected change of mindset of customer has become the nightmare of branded goods investors. Jewelers are now trapped in a circle where they are positioning as low-quality silver charms sellers.

Their strategy of getting more scalability on the fine jewelry business conducted them to be a threat by powerful brands and loose confidence of their clients in selling lower quality products.

Although, Kirstie Adcock explains that “Fine jewellery, in general, has been performing well. We notice that clients are slowly moving away from fast fashion and costume jewellery to invest in something that will last.”

They came back nevertheless!

Even midst clients change their way of consuming for a few years in buying less and customizing more jewels with higher quality metal.

This new trend has a direct impact on the main fine jewelry companies in the UK.

For example, Amore reported that gold jewelry was 60% of their turnover for the year 2018

Same for Gecko’s which realized a sells up of 5% on gold jewelry so far.

2- Online sells!

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Shifting businesses

The Brick and mortar business model which means on the physical way still win on online sells for fine jewelry. People need to try before getting jewels, following the trends to buy the wearable product for daily life and being sure of the investment they do.

 In spite of a performing, brick and mortar sale, the jewelry market is getting more digitalized. The customer wants more extra services including next day delivery, quantity discounts, free engraving, free point of sale and display imagery, professional product, and model imagery, according to Creative director Desiree Pringle.

More content for a higher result!

On the same way, Marketing support becomes more important for online customer.

Websites with more content gain more tractions thanks to storytelling.

Storytelling can be defined as the “why” your company does exist.

Answering what your company has a unique story the main rule of the storytelling is to find the right way to let your clients dream. Then they’ll become a fan for sure. 

People who want to invest in fine jewelry need other extra marketing appeals to make the online experience more user-friendly.

Ferrari Firenze chief executive officer, Ilaria Furlotti give some tips of content to rise the positive experience of customers like videos, short interviews, designer inspiration, pictures on models and still life. All of these content contribute to modernizing the jewelry industry and will make a competitive advantage in the future.

Tech is disrupting the industry as we speak!

Stop consuming, start recycling!

Although the customer is more concerned about high-quality jewels, they are not only sensitive about the feature but also where the jewels come from.

The whole supply chain needs to be involved in communication as a proof of the goodness of the process for the client.

One of the best examples of this year is the first earrings developed by Dell.

Yes, we talk about the computers company which recycle the gold of their processor to make new trendy jewels for really affordable prices under $100. 

High technology for high benefits

The multitude of supports in the jewelry supply chain makes an obscure tracking process. The blockchain technology allows improving the sourcing on an ethical way by making transparency and security on sources transactions.

Customers are also sensitive to the customization of goods. The technology progress of the industry makes an easier process to provide complicated customized jewels thanks to 3D printed. With an online machine, jewelers are now able to furnish high designed product fast and flawless.

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Credit to Dizingof via Flickr
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  • As Dell did with the first earrings done by computing company, the English jewelry LYLIE’S use salvaged precious metal from devices to make affordable jewels. The company also bet on rising of customized jewels in developing a “bespoke” service on which people can start from scratch or just repurpose parts of jewels. 

Exjewel, the French forerunner of the jewelry innovations!

ExJewel disrupts the French jewelry market in mixing technology and ethics.

With our repurpose service we believe in promoting fine jewelry against the whole fast fashion trends compared to low-quality products.

The algorithm we are improving make standardization of jewels value for people, to convince them to repurpose it rather than buy new lower quality jewels again and again.

Sources :

Professional jewelers: GOLDEN INSIGHTS: An in-depth look at the fine jewelry market

Le Monde: Le nouveau filon des diamantes de synthèse

Comité Francéclat, eco stats

Fast Company: This gorgeous jewelry is made from the gold found in trashed computers

https://www.ft.com/content/9acf7fca-868f-11e8-a29d-73e3d454535d