December 2022 | Lab Grown Magazine
December 2022 | The Lab Grown Diamond Resource Book 22 To advertise call (888) 832-1109 | December 2022 23 The solo appearance of the jewelry “hero shot” is as needed as lifestyle photography. Here a reserve LGD anniversary or cocktail ring in 18k gold retails for $20,200 from Good Stone, Inc., the same company offering the same style in natural diamonds at a little over $5,000 more. Photo Good Stone Reverse angle Let’s look at the second shot. This anniversary band is on the model’s pointer finger but is impossible to show as reversable in a single shot until we are migrated to the solo product image. The issue with single or “hero shots” of this type are that they are lifeless. They can’t offer scale and they don’t tap into the emotion of the first picture. Hero shots are also are a necessity. Placing the product on white promotes the product detail and is the reason the majority of the product PR you have ever seen features white backgrounds and isolated imagery. That noted, consider reversable jewelry in your LG assortment. How’s that for as transition? Today’s LG jewelry customer respects flexibility in individual presentation. Having the option to customize how the user wishes their jewelry to be seen is an important takeaway. The Nimbus-Ombre cocktail ring meets anniversary band by Brilliant Earth is one of the brand’s leading styles offered in white, yellow of rose gold. Photo: Brilliant Earth Diamond blends The ombre ramping effect of this LGD cocktail (or anniversary band, depending on your audience) works due to a lack of focus. Moving the eye around the band means more time spent looking at and interacting with the jewelry. It also promotes a subtle form of customization for the wearer. Now, let’s look at bit deeper. The only stone that isn’t diamond is purple spinel. The white, misty gray and black stones are all LG and make one of Brilliant Earth’s top selling styles. That’s a-typical for jewelry that can’t be sized. If the goal of LG diamond jewelry is to mimic the appearance of natural diamond designs, why aren’t we seeing more black, or the blend of white and pale colored LG diamonds at market? The answer is you will. A Jared lab-created diamond bracelet gives a nod to contemporizing the classic diamond tennis bracelet while addressing an audience age of 16 to 60+ Photo: Sterling Corporation The Jared flow As Scott Kay’s former CMO for a decade, we spent a lot of time speaking with executives from Sterling Corporation, owner of Kay Jewelers, and the alleged, more upscale audience of the destination jewelry store branded as Jared Jewelry. I still employ the lessons learned from those valuable years. Jareds’ parent company doesn’t resonant as a market maker and they aren’t seen as pioneering in product. They don’t want to be. The success of the new Jared lab-created fashion jewelry doesn’t even have a collection name. What they do have is a lot of research. Research that their accessories audience prefers white gold over yellow. Years of data that proves mid-America is moving from classic, plain vanilla to French vanilla. This merchandising methodology works for a wide range of ages. This updated diamond tennis bracelet look works for a sweet 16 gift or a self-purchase at age 60 on up. The slight variance from a typical tennis bracelet gives Jared a bit of an upper hand. Let’s learn from them. Realize the subtle nod to classic meets modern settings equals the Jared flow. Are you offering private label enhanced classic LGD jewelry? The lack of branded LGD fashion jewelry is a miss for the industry at large but a big plus for your store. Transgender, transexual, transactions Harry Styles and a handful of similar aged male celebrities brought pearl jewelry to the necks, ears, wrists, and fingers of the modern male. Or transgender person. Or transexual individual. Whatever binary
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