If the customer is always right-and as jewelry consumers show ever greater confidence in their jewelry-buying decisions, this maxim has never been truer—then the future of the manufacturing and retail sectors (and by extension the jewelry industry as a whole) lies in providing the consumer with what she or he wants. Understanding the impact of evolving consumer taste and style preferences shaped by prevailing trends is essential to providing the market with product people want to buy. It also enables manufacturers and retailers to seek out new marketing opportunities and focus on key growth areas. Through a series of real-life case studies that show the paramount importance of trends and jewelry-specific market intelligence, the authors unpack the concept of trend-focused jewelry production, which reflects consumer demand, and in so doing, results in the development of commercially viable jewelry solutions.

Author: Juliet Hutton-Squire