If you’re reading this blog, you’ve already rightly decided that it’s important for your jewelry business to have some jewelry collections. Perhaps you even decided that after reading our blog explaining why it’s important to create a collection. In that post we also gave some ideas for collections. In this post, we’re going to talk about how to actually create a jewelry collection. Before we do that, however, let’s look at what defines a collection:
What is a jewelry collection?
A jewelry collection is comprised of a group of pieces that share a similar theme, metal, style, element, or feel. For example, shared themes might be geometric, graduation, or earth-themed jewelry. Shared jewelry elements could be shape, texture, or color. A shared style might be Baroque, modern or organic. The idea is that the pieces complement each other and are a natural fit together. They should be created so that clients see them as a whole, rather than as distinct random pieces, but it should still be possible to easily integrate new and complementary pieces into the collection. Ultimately, the goal you’re aiming for is for your collection to be able to define itself.
Now for the real question: How do you create a collection?
A good way to start designing a jewelry collection is to gather ideas and words that describe the collection that you want to build. Think of words that can tell a story and create a mental image of that story. For example, you might want to build a collection that appeals to the adventurous, so perhaps this makes you think so space travel and the universe. The inspiration for these ideas and words can come from anywhere, and once you have them you can start to look for a central theme that would tie the jewelry pieces together. Going back to the universe idea, you might start looking for galaxy-themed pieces such as stars, planets, moons, and comets, or perhaps you’ll start looking for futuristic, geometric-shaped jewelry pieces. From here, you can start to piece together your collection, refining it as you go along. You might decide that there is a shared color palette you want to use or certain symbols or gems stone that you think work well together. There are many ways to create a cohesive collection, but as you do so, always keep in mind what pieces are currently selling best. This will help align you with the right pieces to include (and exclude) in the collection.
Another consideration is whether there is a demand or market for the jewelry pieces you want to include in your collection. There are plenty of fashion magazines to consult on this topic. While you do want to create your own collection style, you also want to stay in touch with current fashion demands.
Also remember the importance of branding; your collection should help promote your jewelry brand however you define it. If your jewelry appeals largely to millenials, for example, than pieces that will meet their particular lifestyle and tastes are what you need to keep in mind when you build a collection. The bottom line is that your collections need to promote the story that your brand is telling. Keeping this and your target customer’s lifestyle in mind will help your collections sell more successfully.
Of course, none of these considerations should sacrifice quality; quality is the key to attracting customers. Designs in your collection should not only be beautiful and brilliant, but they must also be balanced and functional. The pieces should be fresh and feature not just good design, but great design.
Last but certainly not least, is cost. As you create your collections, consider the cost of producing the pieces. What are the materials needed? The gem stones? Manpower? Time? All of these costs should influence how you build your collections.
As you can see, there’s quite a bit of thought that goes into creating a jewelry collection; probably more than most would assume. Nonetheless, building your jewelry design collections can be hugely satisfying and is one of the best ways to promote your brand.