The Marketing Agency Talk

We were asked by a client to revamp on his jewelery store’s logo. His re-structured, re-decorated and revamped store, launching in December, will spot a new collection specializing in art-decor inspired jewelery. To design his logo, we researched on what it meant by art decor jewelery. Well, we now understood that it is “a decorative and architectural style of the period 1925-1940, characterized by geometric designs and bold colors.”

Though his art deco inspired jewelery were no antiques like those I saw at langantiques.com, his antique-like style will appeal to a selected niche: Those who aren’t exactly belonging to the “high networth” niche but fancied themselves to be the target audience of luxury marketing.

For the rich and famous, nothing short of exclusivity and uniqueness will suffice. The luxury sector is not only a crowded sector, but the beau monde set are so pampered, and you can imagine gifts like Art Deco engagement rings will be a complex and involved process. They wouldn’t be caught dead with an imitation; an “inspired” design will never beat “the real thing”. This is the reason why langantiques.com has to specifically highlight that one or more their gemologists have the following qualifications to differential the genuine from the fakes and imitations:

• Graduate Gemologist Diploma received from the Gemological Institute of America in residence
• National Association of Jewelry Appraisers, Member Accredited Gemologists of America Accredited Senior Gemologist
• Accredited Gemologists of America Certified Laboratory
• The American Society of Jewelry Historians, Member
• Our head appraiser has 26 years of appraisal experience specializing in period jewelry
• In addition to academic qualifications three of our staff members have over 25 years experience each in all aspects of the jewelry trade including buying, selling, manufacturing, repair, etc.

It is never easy to claim a mind share of any client. It is even more difficult to be included in the shopping list of the well heeled. This is why there are so many willing sponsors for big events like Oscars. Premier marketer who can understand the psychology of their target audience and apply this offline or online will ensure long term customers who will be their biggest promoters at major events.

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