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