A Celebration of Jewelry and the Business Behind the Beauty
Leibish & Co
Thursday, December 1, 2011
Magical Emotions: Source of Luxury Desires
This is one of a series of articles by Mónica Arias of Excellence Consulting, a luxury sales and marketing consulting firm based in Buenos Aires, Argentina. These articles will focus on ways that sales and marketing professional in the jewelry and luxury industries can improve their techniques.
For those of us who love jewels and luxury goods, one thing is certain: we admire not just their beauty and original designs but the many mysteries they usually wrap us up with, sometimes, for many years.
Since a very early age jewels have represented beauty and sophistication: emperors, kings, queens and members of nobility alike have adored them and made a distinctive feature of their usage a sign of power.
Have you ever wondered why? Some historians say because of a “sacred” quality jewels—especially the ones that have been crafted with gold and stones—carry in order to make the body look and feel unique and beautiful in the eternal, infinite lives of a soul´s journey. This is true when you think of Pharaohs buried with their precious belongings, including jewelry, which were thought to accompany them wherever their souls could migrate.
Some others have studied the history of jewelry from a craftsmanship point of view: the more original and handcrafted the piece, the more valuable it has always been and will continue to be for centuries to come.
However, even when these approaches are correct and irrefutable, jewels exert many other “unseen” effects in those who love to wear them because they represent the identity of the person who was captured by their beauty or design. Unseen effects such as: pride, emotional connection to the pieces, joy, ethics, sense of representation of one´s values and likes, power, desire, revelation, very special occasions attached to strong emotions, memories, fulfillment, manifestation of a dream, etc.
There are countless other unseen effects a jewel may represent in our lives because we are all different and we also live different lives and experiences that make us feel different (again) every time we finish a cycle and begin a new one. From my point of view, a jewel will have fulfilled its unseen “objective” when the person who acquires it feels it reflects exactly their mood and the life path they are walking on at the time of the purchase.
That is why it is so important to keep the fire of getting nice jewelry always alive.
In order for you to allow your customers to remain interested in your new collections, you must stress the fact that every stage of their lives represents new ways to adorn themselves and to carry it with them all the time. You need to work with your excellent communication skills and let them know the possible options that coincide with the feelings, attitudes, actions and experiences they are going under.
You need to make them fall in love with your company over and over again. You must fall in love with the precise, beautiful words to use in order to reflect all the magical emotions your jewels will inspire in your customers´ lives every step of their way, forever.
Mónica M. Arias
Excellence Consultant: Helping you discover how to reach your next level through excellence.
This blog is for those who are passionate about jewelry and watches and want to learn more about the industry. It's a place to find the best new products from all over the world and the latest news about the business of jewelry, watches and luxury. Readers gain a backstage pass to the glamour, fun and difficulties of the industry.
I am a freelance writer and editor who covers the luxury jewelry and watch industry for several publications, including Forbes.com the Financial Times, Hong Kong-based JewelleryNetAsiaand the Italian jewelry magazine, VO+. In addition, I have my own blog covering the jewelry and watch industry, Jewelry News Network.