The Precious Project is a two-year, U.K. government-supported initiative which aims to demonstrate the viability of precious metal additive manufacturing within the jewelry industry from design and manufacturing to finishing, polishing and retail. One of the areas being explored by a consortium of commercial and academic partners is the creation of new online business models that exploit the freedoms of additive manufacturing and make the consumer an active participant in the design of their piece. Differing levels of consumer engagement have been identified and explored. These range from mere re-configuration to so-called co-creation and are illustrated in a series of customizable designs created for the project.This paper will discuss the technical and creative issues that arise as elements of creative control are ceded to the customer. Can the user be offered a captivating experience and a sense of ownership without jeopardizing brand and design intent?

Author: Dr. Lionel T. Dean