Does this mean an end to mass produced jewellery?
Jewellery is an intimate purchase, people’s tastes in jewellery often reflect their own personal styles and personality, it is no surprise that over recent years there has been an explosion in the demand for customisable jewellery and designers and brands are increasingly catering to this increase in consumer demand. Mass produced generic jewellery remains popular, many high street names exist that market this type of jewellery, however brands such as Pandora and Swarovski have risen in popularity demonstrating that custom jewellery is a growing market.
Pandora is now available in more than 50 countries, the ability to create a bracelet that is distinctly unique comes at a cost but its popularity remains unchallenged, and Pandora is now available in most shopping malls and countless online outlets. Pandora have since increasing their offering and have created a range of Swiss watches using the same approach to customisation as their bracelet range, this has also proven popular and demonstrates that even with conventional pieces such as watches there is a demand for customisation.
The increase in hobbyist jewellery designers finding outlets to sell their jewellery is also catering to this increasing demand for bespoke jewellery, consumers clearly enjoy purchasing pieces that are one off unique designs and there has been an increase in websites catering to designers offering them an online presence that opens up their Pandora Australia handmade bespoke creations to a worldwide audience of potential buyers.
With increasing economic issues the average buyer might find the price of such jewellery unattainable but alternatives do exist in the way of charm bracelets, anybody can purchase a bracelet online and select a custom set of charms that create a personalised bracelet, these types of bracelets remain popular due to the ability to customise them over time. Online retailers can use the popularity of customisable brands to offer their own bespoke jewellery services by simply allowing customers to design a bracelet online with a selection of charms.
Does this mean an end to mass produced jewellery? That seems unlikely, however retailers and online stores need to adapt to this increasing demand by offering more unique designs or the ability to create a custom piece. This does not mean retailers should have a workshop but it does mean they need to think about the type of products they are stocking, rather than generic bracelets they can offer charm bracelets and source an array of uniquePandora Charms charms that customers can choose from allowing the customer to feel that their purchase is more bespoke than an off the shelf product.
With changing consumer demands retailers need to adapt, Pandora has shown that there is a huge demand it is down to smaller businesses to recognise this and adapt to the changes in the market by offering customers the ability to select customisable ranges.
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