CIBJO Jaipur Congress to discuss Jewelry Marketing Education

CIBJO’s Marketing and Education Commission, spearheaded by Jonathan Kendall, has reviewed recent changes in jewelry marketing, and is making suggestions as to what may be required today.

“Over the past 50 years, marketing messages in the jewelry industry have evolved from promoting opulence and luxury to a more inclusive and emotionally resonant approach,” writes Kendall. “Modern marketing campaigns tend to focus on personal connections, authenticity and sustainability, reflecting the evolving values and priorities of consumers.”

In other words, as has recently been a running theme elsewhere, including the recent Jewelry Summit, you cannot simply sell beauty. You must have “the story” to go along with.

“Winning at jewelry marketing requires a deep understanding of consumer preferences, market trends, and technological advancements,” states Kendall, adding that by focusing on storytelling, forging meaningful partnerships, embracing an omni-channel approach, and offering personalization, retailers and brands can create lasting connections with their target audience.”

Jonathon Kendall
President of the CIBJO
Marketing & Education Commission

“Looking forward, the jewellery industry is expected to evolve further over the next five years, with growth areas in ethical and sustainable products, personalization, and innovative marketing activities. Social media will continue to play a significant role in shaping consumer preferences and promoting brand awareness,” Mr. Kendall notes.

The CIBJO Academy

The launch of the CIBJO Academy will take place at the upcoming CIBJO Congress. The Academy plans to focus on the dissemination of industry best practice and procedures, using as its source material the CIBJO Blue Books.

Those who attend the CIBJO Academy and its educational programs will be recognized by the World Jewellery Confederation (CIBJO) as “Jewellery industry Professionals,” Kendall writes.

Marketing and Education Commission Special Report
The Evolution of Marketing Strategies

In a special report written by CIBJO’s Marketing and Education Commission, to be presented at the Jaipur Congress, “over the past 15 years, marketing in the jewelry industry has shifted dramatically. The focus has moved away from traditional advertising methods towards a more
comprehensive approach that heavily emphasizes social media.

“Platforms like Instagram, Pinterest, Facebook, and TikTok have become indispensable tools for reaching consumers and showcasing products.

“One crucial aspect of successful marketing in the jewelry industry is storytelling. Consumers are drawn to compelling stories that evoke motion and resonate with their values. Brands that can effectively communicate their heritage, craftsmanship, and commitment to ethical sourcing can create strong connections with their target audience.”

Ken Scarratt
Head of the new CIBJO Academy

The New CIBJO Academy

As mentioned above, this year’s CIBJO Congress will launch a new CIBJO Academy, which will focus on the dissemination of industry best practice and procedures. The structure and content will be presented at congress and the first programs will be launched before the end of the year. Ken Scarratt will be leading the new education program, getting support from many across the CIBJO family.

To download a full copy of the CIBJO Marketing and Education Commission’s Special Report, PLEASE CLICK HERE.

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