How Can Jewellery Compete In Our Exceptionally Branded World?

(gemkonnect.com) - Google the words ‘brand quiz’ and you’ll be faced with over 18 million options to test your logo, colour and shape recognition skills using some altered versions of famous brand identities. The fact that there are so many search results proves how connected we are to the branded world — instantly able to recognise Coca Cola from its trademark font, or Pepsi from its swirling red, white and blue logo. When you drive down the street in your car, the brand name is clearly visible on the front and back. The same could be said for the shampoo you buy, or the bread you eat. What makes jewellery interesting, therefore, is that there is no clear statement of brand on a piece. We may choose to buy something because of the brand, but passing on this brand message is difficult at best. A honed jewellery aficionado may recognise the four leaf clover shape of Van Cleef & Arpels’ Alhambra collection, the Bulgari serpent or the Cariter panther…but what about the average customer, who is already bombarded with messages 24 hours a day?