[Jewelry making - Article 01380] - Re: [Orchid] Independent jeweler in today's marketplace

[Eva Martin]

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>     Jewelry is a statement of taste and/or an icon which represents a
>     relationship or a belief. If you are going to relate to a
>     potential buyer it is a given that you must connect with that
>     person in some way. 

    I think that's so true Ron, it's important that the buyer feels a
    connection with you, but also that they feel a connection with the
    piece you are selling. This is one of the ways I see that I am able
    to survive. I can offer a very personal service to clients, one which
    those who mass produce jewelry can not. I want each client to feel an
    emotional connection with their jewelry right off the bat, it must be
    more meaningful to them than just the metal and stones. Of course
    this custom jewelry will cost them more, but I've found that there
    are many people out there who want something more meaningful and are
    more than happy to pay the extra for it. 

    I was just reading a quote from Kevin Roberts, worldwide CEO of
    Saatchi & Saatchi and thought of this thread.. "For great brands to
    survive, they must create loyalty beyond reason. The secret is the
    use of mystery, sensuality and intimacy... the power to create long
    term emotional connections with consumers." Maybe the same could be
    said for the independent jeweler. 

Eva.
Eva Martin
http://www.evamartin.com
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