As the global jewelry industry is increasingly impacted by trends which have already shaped the apparel sector, significant changes are coming into play, both in consumer behavior as well as in the industry itself. Key among these trends is the rise of branded product. Today, the consumer's growing desire for compelling brands that have a strong identity is unprecedented. With value, investment, heritage and sentiment at its core, jewelry ticks many of the boxes required for creating commercially strong branded product. The branded jewelry segment currently accounts for approximately 20 percent of the market and estimates suggest double that by 2020, making this a potentially lucrative arena ripe for exploration. Through a series of case studies which identify factors such as the diverse consumer types driving the growth of branded jewelry, and the market intelligence used to anticipate such shifts, the authors will demonstrate how the manufacturing and retail sectors can capitalize on this industry-changing trend through the introduction of added-value product lines that generate margin and encourage customer loyalty.

Author: Juliet Hutton-Squire, Maia Adams