Collectors of designer jewelry are attracted to the distinct appeal of an item, the quality of its manufacture and very often the story behind the piece. Expert retailers will always find a way to engage their customer in the back story of an item that catches their eye. Shoppers want validation that they have made the one-and-only right choice from all the jewelry available to them in their price range. The way to accomplish this is to give as much exciting background information about the stone, and the way the item was made, plus any other fascinating bits that assist the shopper in connecting with the item.
18K white gold, diamond and Tahitian pearl earrings. Courtesy Atelier Leseine.An excellent resource for acquiring jewelry with great appeal and story telling opportunities lies in the collections from individual jewelry artists. Their talent is showcased in each unique piece they make; but they also pour their own life experience and personality into the work. Studying a line closely will lead to revelations about what influenced the designer in forming their distinct style.
For example, a closer look at French jewelry artist Nathalie Leseine of Atelier Leseine reveals the depth of her love for exotic marine gems – the Tahitian pearl. She spent time living in French Polynesia to be closer to the natural treasures, learning all about Tahitian pearl farming and what makes them unique in the pearl world.
Since the designer feels strongly about the lustrous black cultured Tahitian pearl, it is given special treatment in her original designer ring. Tahitian black pearls are produced in a range of deep hues with dramatic overtones of other colors like blue, green and pink. Their natural colors are influenced by the temperature of the deep marine waters where they form. The plankton they feed on in the lagoons and of course the oyster itself all lend a hand in affecting the range of colors for these sumptuously smooth orbs that are coveted the world over.
Can you perhaps see homage paid to the majestic Eiffel Tower in Paris in the architecture of her setting? Leseine’s childhood home was Paris. Like many imaginative designs from inventive jewelry artists, she hides a bit of herself in every item she creates.
Perle Captive sketch by Candido Sola.Your customers will appreciate you offering fine goods made by an artist jeweler. Quality is readily apparent in these hand crafted pieces. And the unique styling is often the tipping point with customers. In a day of volume manufacture – even in so called designer lines – it’s refreshing to see jewelry that was thoughtfully made, one piece at a time.
Award winning trade journalist and gemologist Diana Jarrett is a Registered Master Valuer Appraiser and a member of the National Association of Jewelry Appraisers (NAJA). She’s a popular speaker at conferences and trade shows. Jarrett writes for trade and consumer publications, online outlets, Color-n-Ice blog, and at www.jewelrywebsitedesigners.com. Contact her at info@dianajarrett.com, visit her website at www.dianajarrett.com, and/or follow her on FaceBook and Twitter (Loupey).
