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Importance of Branding
Brands provide an assurance of quality in terms of materials, design and service and are preferred by contemporary consumers for this reason. The brand provides the trust factor which is an integral part of jewellery purchases and was the primary reason why traditionally jewellery was only purchased from the family jeweller. A number of factors are driving the growth of the branded jewellery sector which includes strong performance of the Indian economy, rise in the number of high net worth individuals and an increasingly youthful population with high disposable incomes.
Importance of Branding
Moreover, the changing lifestyle and culture of this section, Your Description Goes Here which has a greater exposure to global fashion and tastes (both directly and indirectly through media) etc, influence their jewellery buying pattern. Branded jewellery, and particularly branded diamond jewellery also has an aspirational value catering to the rising desires and wants of the upwardly mobile segments. Further, the rise of modern retail sector has also made it easier for sale and distribution of branded jewellery.
Importance of Branding
Finally we see that the investment motive in purchase of jewellery is decreasing and design and style are gaining importance as purchase drivers. Today, diamonds are also viewed for their investment potential, so branded diamond jewellery which combines both these factors is gaining popularity.
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1. Craft Shows & Fairs- It is a showcase of craftspeople who get together, exhibit and sell their work to the buying public. Selling jewellery retail through craft shows give beginning craftspeople their first sales experience, allowing them to gain confidence in dealing with the public. Testing prices, the salability of products plus generating first profits are other advantages. a. Juried- where hopeful exhibitors have to submit slides or photos of their work to prove it is of a type and quality desired for a particular event
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a. Non-juried- which are open to all comers on a firstcome-first-served basis, and are usually the starting point for many crafters. 2. Niche Markets- These are core groups of people who have similar occupational and/or lifestyle characteristics that you can target with excellent results. Selling jewellery retail through niche markets with specialty shows in a related industry can be a good option beyond the traditional jewellery or craft show and an excellent opportunity to expand your market.
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3. Studio Sales- Many jewellery designers set up private studios in their home where they work, teach, and sell either on a custom-order basis or on a browse and shop basis. Many artisans hold "open houses" in their studios two or three times a year and/or participate in organized studio tours. 4. Vendor Carts & Kiosks- There are many opportunities for jewellery designers selling jewellery retail from kiosks and pushcarts. Revolving mainly around small impulse items or unique gifts, well structured, eye catching, kiosks and carts are a viable alternative to opening a retail shop.
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5. Rented Shelf Space- Renting shelf space or a small area of a craft or gift shop, or a specialty boutiques is becoming a more popular way for jewelry designers to sell their work. Although consignment is an inexpensive, no-risk way for shop owners to stock their shelves, it is often an unsatisfactory arrangement for jewelry designers. Rented shelf space arrangement, on the other hand, have benefits for both the shop owner and the jewellery designer. 6. Your Own Web Site- Selling jewellery retail through your own web site is an alternative way of reaching customers both nationally and internationally.
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7. Home Party Plans- The home party plan is a profitable way to selling jewellery retail and is a method of product marketing in which you ask a hostess to sponsor a party for her friends. At this informal party you demonstrate and display your jewelry to the hostess and her invited guests, orders are taken, but merchandise is not delivered until later.
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8. Holiday Boutiques- A holiday boutique is another great opportunity to selling jewellery retail it is often set up to run on a weekend can be a profitable and rewarding alternative to selling at craft fairs or through local shops. A holiday boutique or an open house is a craft or jewellery show that is operated once or twice a year. Usually, they are organized and operated from your home or garage, but they can take place in very special places, such as historical houses or church halls.
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