Designing and Marketing Jewellery to make Meaningful Sales: A Masterclass from Design Specialist Birgit Marie Schmidt
Evidence shows that a personal attachment with an item significantly increases its lifespan. As a jewellery designer, isn’t it that the dream: To create pieces of jewellery that resonate with our clients and remain treasured year after year? In an increasingly saturated jewellery market, fostering meaningful connections with our customers is vital to standing out; and ultimately making sales. Earlier this year we welcomed Birgit Marie Schmidt MA (RCA) to lead an online masterclass on exactly that.
A jewellery industry specialist with 12+ years of experience in design, marketing, and creative direction, Birgit is a creative expert dedicated to the beauty of metals, gemstones, and enamel. Her masterclass centred on designing and marketing jewellery meaningfully, with the purpose of resonating deeply with the right customer. She discussed seeking inspiration, choosing materials and symbols to convey meaning, how customisation options can harness a sense of connection, the psychology of storytelling, and more. This article is a round-up of the masterclass highlights.
Full masterclass recordings are available exclusively to our members as part of the members’ benefits package. To access this masterclass and all others as an evergreen resource, please contact us to learn about joining The Jewellery Collective as a member.
Material Choices: Storytelling Through Design
As Birgit sees it, choice of materials offers a unique opportunity to tell a story. For example, combining unconventional materials - like aluminium with gold - showcases a spirit of innovation. This non-traditional juxtaposition tells a tale of creativity and boundary-pushing within fine jewellery, a narrative that resonates with modern audiences.
Another example is the appeal of ‘champagne gold’ – a combination of rose gold and yellow gold with a lightly brushed finish. Much like ‘champagne diamonds,’ which are simply diamonds with the kind of yellow-brown hue that would once have seen them regarded as inferior, this evocative and luxurious choice of name lends designers the power to create an emotional pull. A simple rebrand of a material or concept can elevate customer perception, turning a purchase into an indulgent experience.
Takeaway: Think about the story you wish to tell, and how you can harness materials to convey that. Are you classic and understated? Experimental? Aligned with luxury?
Personalisation: Building Emotional Connections
Offering customisation is one of the most powerful tools for fostering meaningful connections between your jewels and your customers. Custom pieces naturally carry more significance, as they reflect personal stories, milestones, or preferences. Customers who co-create jewellery with you feel a sense of ownership, leading to a deeper bond with the piece - and your brand.
This strategy is more than just emotional - it’s also practical. Customisation allows you to charge premium prices, as clients recognise the value of unique, handcrafted designs.
However, offering customisation options without forfeiting your signature style is a balancing act. It’s important to establish boundaries for the extent of your customisation options. Will you offer bespoke designs from scratch, or will customisation be limited to personalising existing blueprints with metals, gemstones or engravings? Producing one-off pieces also demands efficient logistics and clear pricing structures. It’s crucial to implement operational tactics that ensure custom work remains streamlined and profitable.
Takeaway: Offer personalisation in a way that aligns with your brand’s identity and operational capabilities.
Timeless Design: Crafting Heirlooms
Timelessness is key when designing meaningful jewellery intended to be treasured across generations. To ensure your jewellery ages well:
- Prioritise fine materials that endure wear over time, like diamonds and 18ct gold. Avoid plated materials or soft gemstones, which may diminish in quality.
- Lean towards minimalism: Simpler designs tend to endure trends and preferences.
- Incorporate universal symbolism: Symbols and motifs with universal meaning – such as stars or floral details – resonate across time and cultures.
By focusing on longevity, you’re not just selling a piece of jewellery - you’re crafting an heirloom that tells a story for years to come.
Storytelling and Community Building
A powerful way to increase the perceived value of your jewellery is through storytelling. Sharing the narrative behind a piece gives it meaning beyond aesthetics. Two examples of brands excelling in this area are:
Maret London: Specializing in lockets and charms, Maret allows customers to build their own narratives by choosing meaningful elements. Each charm represents a story - a birthstone or a lucky symbol, for example - and customers are invited to create unique combinations. This transforms jewellery into a conversation starter, fostering a sense of community among wearers.
Cece Jewellery: Known for its enamel and engraved designs, Cece uses custom symbols, words, and even tattoo-inspired motifs to craft one-of-a-kind “golden canvases.” Their collaboration with Taylor Swift elevated their storytelling, bringing their bespoke concept to a global audience. The Power of Authenticity
The Power of Authenticity
A meaningful brand begins with an authentic story. Customers can easily sense when a brand’s mission feels forced or disconnected, but they gravitate toward genuine narratives. When developing your brand story, focus on the following…
Your WHY: Why do you create jewellery? What drives your passion?
Your VALUES: What does your brand stand for? How are these values reflected in your work?
Your EVOLUTION: While authenticity is key, remember that brands evolve. Periodically revisit your brand story to ensure it reflects your growth and current goals.
Authenticity also extends to customer interactions. Personal connections can make your brand feel approachable, fostering loyalty and trust.
Takeaway: Be true to your story, but allow room for growth and evolution.
In the world of jewellery, sales aren’t just about the product – they’re about the emotional journey you take your customers on. By focusing on high-quality materials, timeless design, storytelling, and authenticity, you can elevate your brand from a business to a beloved part of your customers’ lives. Every piece of jewellery has the potential to tell a tale; make yours unforgettable.