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08 Sep 2020

Branding is defined as ‘the marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products’. Jewelry branding goes a step further to be defined as ‘an ongoing strategy for influencing buying behavior and building customer loyalty’. Here, is an overview on all you need to know about ‘signature style’ in jewellery designing and branding and how the best jewellery designers have long mastered this skill.

Today the new generation of jewelry buyers has new purchasing habits and aspires for newer brands. There has been a revolutionary change and need for jewelry branding in recent years with 25% of jewelry buyers being under 35, and 75% between 35 and 55 years. With the global jewelry market gaining maximum traction it is important to have innovative products and signature designs to attract customers and elicit high recall value.

Thus, today it is vital a jewelry designer not just creates a design but establishes a signature style that becomes tantamount to the brand. As per Statista, branded jewelry is projected to slowly gather momentum with its share increasing from 10% in 2003 to 35% by 2020. It’s time to weave your signature style as touchpoints through which a brand loyalist can connect with the brand.

Importance of creating signature jewelry pieces

Consumers are increasingly comfortable with shopping online for jewelry, leading to a noticeable decline in footfalls at jewelry stores. Besides, the need of the millennial buyers has gone beyond the 4C’s to embrace sustainability and ethics. So a jewelry designer must create something unique each time. And how is it possible?

  • Identify own USP (unique selling proposition) and skillset, 
  • Understand the intrinsic value the potential buyer is looking for in the design, 
  • Create designs that differentiate from others in the marketplace. 

It is this mark or signature style that becomes identifiable for the buyer. The work of Indian jewelry designers like Farah Khan Ali, Asha Kamal Modi (Art Karat), Varuna D. Jani, Mira Gulati (Mirari’s) today distinctly stand out in a crowd. They have each lent their signature style to their designs. 

Branding of signature jewelry, goes beyond creating an exquisite jewel. It means creating a visual identity through extended details on the logo creation, packaging, the store décor, the customers in-store/online experience, brand perception, incentive schemes, and above all social media presence. 

Global designers like Christian Dior (Dior), Louis-Francois Cartier (Cartier), Harry Winston (Harry Winston Diamond) have since long established their signature styles. Christian Dior stands for bold and glamorous designs, the Cartier brand for classic designs featuring expensive gemstones, and Harry Winston for centrepiece diamonds. 

There is also a rising demand for bespoke commissions and upcycling of old jewelry.

The result has to be synonymous with the creator’s signature and the wearer’s DNA. 

The three steps to creating signature jewelry

Step 1. Decide on which segment to design

A branded piece of fine jewelry is not limited to high-end, luxury jewelry. The fine jewelry market is split into 3 price segments, 

  • The affordable segment where jewelry has a price of less than USD 1,500 
  • The luxury segment where prices range from USD 1,500 to USD 10,000 
  • The high-end jewelry segment above USD 10,000

While we have brands like Tiffany, Bulgari, and Graf in the high-end segments, there are some brands that overlap segments, mainly to cater to a wider audience, e.g. the well-known Indian brand Tanishq sells jewelry in both, the affordable and high-end segments.

It is important for a designer who is designing fine jewelry in a particular segment to work within the price range. This means the designer will need to take into account numerous details like the weight of the metal, the use of precious/semi-precious stones, handcrafted/machine-made.

Step 2. How to weave your signature into a brand 

1. Develop a signature style from day one

2. Align your style with the brand story

3. Let your design lines be constant and visible

4. Communicate with buyers, followers, partners on a regular basis

5. Stay dedicated to the brand goal

6. Build trust and loyalty in your signature products through your style

7. Be inventive 

Sept 3. The 5 questions to ask when designing your signature piece

1. What’s the brand mission?

Know purpose and philosophy.

2. What’s the brand vision?

Define the company’s long term goal.
3. What’s the brand audience?

Understand the demographics and buying habits of the target segment.

4. What’s the brand personality?
Recognize which personality can closely represent your brand, e.g. Zendaya, Naomi Scott Kris Wu, and Lily Aldridge who epitomize Gen Z and young mood are the 2020 brand ambassadors for Bulgari products.

5. What’s the brand tone?

How the brand communicates itself visually and verbally. Is the brand ethical, honest, courageous, contemporary?


As a jewelry designer, one must aim to create pieces that become easily recognizable with the brand name. So, no matter whether your buyer sees your jewelry brand at a store in a remote corner of the world or on an online marketplace, they should get the same value, enjoy the same service, and feel the same emotional connection. Brands are increasing customer engagement and brand loyalty by providing signature pieces. It is this intrinsic and intangible signature value that a jewelry designer brings to the table that goes a long way towards building the best brands. Today creating a ‘signature style’ is a technique. The jewellery designers are trained by some of the world’s best gems and jewellery institutes to embrace this technique. 





About Rukshana -

Rukshana is a freelance content and communication strategist based out of Mumbai, India. She mingles her expertise in PR with comprehensive domain knowledge and creative writing skills to assist and propagate business, worldwide. Being a quick learner, she utilizes her diversified digital expertise to provide copywriting and content writing services to create highly profitable brands, products, and services.