[Jewelry making - Article 00475] - Re: [Orchid] Titanium, Stainless castings

[David L. Huffman]

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Hi Scott;

>     We are interested in input from the industry as a way of gauging
>     the direction our efforts should take. Specifically, what are the
>     defining demographic issues in today's jewelry industry
>     determining materials and design trends in the 20-45 year old
>     markets? 

    I'd suggest you'll need to build market awareness of these materials
    and create interest. Just as the Platinum Guild did a few years back
    when they were intent on fueling interest in platinum, you might
    consider gathering a number of creative jewelry artists and
    challenging them to produce some exemplary works using these new
    materials. Then you showcase these pieces in a few trade
    publications. Then, once you get producers, track their success in
    the wholesale shows. Why not send some samples to a few of us :-) and
    let us play around with the stuff and see if we can come up with
    something interesting? As for the 20-45 year old markets, I wonder
    if this is the best approach. Maybe the decision on an age specific
    demographic should come after a little test marketing. Obviously,
    this is a desirable market, but why do you assume that group would
    necessarily respond to your product? Or that it would stay limited to
    that market demographic? 

David L. Huffman


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