ALAN O’NEILL

Sunday Independent (Ireland) - Business & Appointments - - FRONT PAGE -

re­sponded by in­tro­duc­ing high-fash­ion jew­ellery with lit­tle or no pre­cious me­tal con­tent, fa­cil­i­tat­ing a low price ac­ces­sory mar­ket. This had the added im­pact of ex­pand­ing the com­pe­ti­tion. The chal­lenge for TJH is to find a way to stand out and com­pete in a morass of in­ter­na­tional brands.

Mil­len­ni­als too are an im­por­tant grow­ing cus­tomer seg­ment — now and for the fu­ture — and their buy­ing mo­tives are strongly in­flu­enced by prove­nance. In this case that means eth­i­cal min­ing and care for the en­vi­ron­ment. CHANGE TIPS Cre­at­ing a brand from scratch can be a daunt­ing task. It re­quires more than just great de­ter­mi­na­tion and chutz­pah. A struc­tured ap­proach that cov­ers most an­gles will en­sure a greater chance of suc­cess.

Hav­ing sup­ported Geneva-based de Griso­gono, a high-end lux­ury jeweller, I have seen first hand what it takes to build a global jew­ellery brand. It al­ways starts with a great prod­uct

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