Brand for your Jewellery Business
So, you’ve just completed a BSc in Jewellery Design and Management course, and you’re figuring out all the career opportunities and job roles. While you can become a jewellery designer, jewellery consultant or retail store manager, nothing can match the excitement and pride of starting your own jewellery brand. Building a brand from scratch for your jewellery business is something that requires utmost thought and research. Whether it’s defining your target audience or creating brand guidelines, there is a lot you must consider. Also, in the jewellery and accessories space, the competition is fierce. These days, minimal jewellery is a big thing. However, you can even start a silver or gold jewellery brand. As one of the top jewellery designing colleges in Bangalore, we know all about starting a brand, and we’re here to guide you. Read on to find out all the tips and tricks.
Tips to Successfully Establish a Jewellery Brand
Identify your Niche
The first step is to identify your niche, and your style. What is it that you want to sell? Is it handmade jewellery or something else? Understanding what you’re good at will help you build a brand quicker. A lot of people are usually passionate about making a certain type of jewellery and then turn it into a business. As a jewellery maker, it’s crucial to know your industry too. Familiarise yourself with all aspects of jewellery making. Study what other brands are doing, delve deep into their vision, and then figure out what can be the differentiator of your brand.
Define your Target Audience
Understanding your target audience helps you define your brand voice, tone and aesthetic. You can even define your target audience based on lifestyle and demographics. Are you looking to cater to luxury-seekers or do you want to build a mass-premium jewellery brand? A deep understanding of your target group can help you chalk out an effective brand strategy. You can even run a survey to understand what your target group wants. The more information you have, the easier it would be to build a brand that resonates with your style. If you can’t define your audience accurately, your business just won’t work.
Create a Mood Board
Next, it’s time to create a mood board. You know the kind of jewellery you’re making, the designs your customers love and where your inspiration is coming from. What next? You need to give your brand a starting place. Combine all the elements of your business together to form one cohesive unit. If your business is scattered, it will reach nowhere.
Capitalise on Trends & Innovations
Even before you get down to establishing your brand guidelines, it’s a good idea to follow jewellery trends and innovations. These days, a lot of up-and-coming jewellery brands are riding on personalisation and customisation. That is because millennials and Gen Z love a personalised element in their jewellery. Every consumer wants a unique piece that reflects their individual style. Besides this you can even incorporate sustainable and eco-friendly materials, and 3D printing technology which makes your designs unique. When your brand screams uniqueness, customers are more likely to purchase from you.
Create your Brand Guidelines
Once you have your ideas in place, it’s time to put them all together. Develop a brand that sets you apart from your competitors. Your brand guidelines are going to work as your rulebook so make sure you define them clearly. You can even print them to ensure you’re following them at every stage. Your brand guidelines should include: your business name, logo, tagline, colour palette, brand statement, typography, fonts, brand voice, imagery and style. Your brand guidelines should reflect the uniqueness of your jewellery.
Establish an Online Presence
Though you may be selling offline, we cannot stress enough on the importance of having a well-defined online presence. Your branding should be consistent across your website, social media pages and marketing collateral. Remember to use high-quality graphics and images that resonate with your brand. Everything you do must match your overall aesthetic.
Ensure your Packaging is Top-Notch
Another integral part of creating a jewellery brand is curating a visual identity. Whatever you do must reflect your values, target group, mission, and the USP of your business. Your packaging must adequately showcase who you are. Make sure you include your logo on your packaging, social media handle, and so on. Your packaging should aid in brand recognition.
Engage in the Art of Storytelling
Another good idea would be to spin a captivating narrative. Share the story behind your brand, inspiration of your designs and craftsmanship involved. All this helps create a strong bond with your target audience. Also, today’s consumers immensely care about a brand’s values and you adhering with them. If you’ve used eco-friendly materials or sustainability practices, make sure you include these details in the tag. These small things help you connect with your target group emotionally and establish a sense of trust and loyalty.
Advertise your Brand
Lastly, once you’ve set up your online presence and created a brand, it’s time to let the whole world know. Let your target group know what exactly you have to offer. Showcase your products and connect with your community on platforms such as Facebook, Instagram, WhatsApp and Pinterest. You can even collaborate with influencers to encourage user-generated content. This will considerably boost brand awareness.
Conclusion
Turning your passion for jewellery-making into a profitable venture is truly exciting. The process of branding ensures that your customers will understand your product better. In the bargain, you will even be able to craft a unique identity for your business. The jewellery business is a huge, competitive space. Turn your jewellery business into a compelling narrative and your brand will shine bright just like one of the jewels you create.
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