CIBJO Webinar to examine strategies for communicating jewellery's unmatched ability to serve as a symbol of love and human connection during troubled times

CIBJO Webinar to examine strategies for communicating jewellery's unmatched ability to serve as a symbol of love and human connection during troubled times

12.11.2020: A recent survey by Platinum Guild International (PGI) of the platinum jewellery industry's key global markets – the United States, China, Japan and India – showed that consumers are actually prepared to spend more on jewellery in the wake of the global pa


A recent survey by Platinum Guild International (PGI) of the platinum jewellery industry's key global markets – the United States, China, Japan and India – showed that consumers are actually prepared to spend more on jewellery in the wake of the global pandemic.



Jewellery’s resilience during challenging times is legendary, and to no small degree is a function of its almost unmatched capacity to symbolise human sentiments such as love and appreciation, particularly when the need for person-to-person connections is elevated. During the COVID crisis, this is a quality that will most likely be sought after well into the new year.



In presenting the results of the PGI survey, the authors of the report recommended that jewellery retailers invest in products that hold symbolic value, either personal such as career milestones or new life stages, or interpersonal, reaffirming relationships.



"Jewellers are advised to constantly rejuvenate designs and upgrade manufacturing to better produce pieces that carry symbolic meaning," they wrote. "With the aid of marketing campaigns and storytelling, these pieces can further bridge an emotional connection with consumers."



Strategies by which jewellery companies may associate the products they design and sell with consumers' emotions will be the subject of the next Jewellery Industry Voices webinar, which is entitled “Jewellery as a symbol for the meanings of life: Story-telling to consumers in the new normal of 2021.” It will take place on Thursday, November 19, 2020.



Panellists include Zhenzhen Liu, Director, Global Corporate Marketing, Platinum Guild International (PGI), Hong Kong, China; Evert deGraeve, Founder and Designer, EDG Design Studio, China/USA; Inezita Gay-Eckel, Teacher and Community Manager, L’École School of Jewelry Arts, France; and Tarang Arora, Creative Director, Amrapali Jewels, India.



The seminar will be co-moderated by Edward Johnson and Steven Benson.



The webinar is sponsored by Platinum Guild International, which is also the Platinum Sponsor of Jewellery Industry Voices Season 2.

 


REGISTER
FOR THE NEXT JEWELLERY INDUSTRY VOICES WEBINAR
CHECK YOUR OWN TIME ZONE FOR THE START OF THE WEBINAR




Jewellery as a symbol for the meanings of life:
Story-telling to consumers in the new normal of 2021



Thursday, November 19, 2020
9:00 AM New York, 2:00 PM London, 3:00 PM Milan, 6:00 PM Dubai, 7:30 PM Mumbai, 10:00 PM Hong Kong



CLICK TO REGISTER



 
      


- Steven Benson - photo CIBJO




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12.11.2020 / MaP

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