Jewelry goes underground
Not only have sales of fine jewelry plummeted recently, it seems that those that have the bling don’t feel much like wearing it these days. The notable absence of pricey baubles and beads at some of the top recent events, of the ‘who’s who” in Miami, a city not noted for understatement. At the Fontainebleau’s gala opening, I can’t remember seeing many jewels, nor at the annual gala of the Miami Art Museum (MAM). Just two years ago Graff diamonds was a sponsor of the MAM gala, with a major display in showcases and models at the cocktail party, but no jeweler was to be seen this year, except as one of the regular guests.
The reason? Are recession-dampened spirits putting a kibosh on the glamour quotient, does it suddenly feel unseemly to flaunt wealth in a time when so many people are having difficulties? Or maybe costume jewelry is just more creative and fun? Cartier had its grandiose VIP Dome at Art Basel, complete with serious, and I mean very serious, estate and vintage jewelry. There didn’t seem to be many buyers though, most coming to see the David Lynch video. It all seems like a wakeup call for the fine jewelry industry.





April 16th, 2009 at 3:23 pm
Rather than going completely underground I would say that both jewelers and their customers are putting their feet back on the ground. The present market is calling for substance and quality. While the exuberant times of the last few years created many jewelry consumers and brought to the forefront the term “bling”, there is much more to the fine jewelry market. The jewelers who are able to provide fine and unique pieces and deliver them with superior service will survive, and eventually thrive. Those that were just selling their brand name will need to rethink their proposition. As a very personal, and generally expensive, item, jewelry requires a personal approach to be sold. Look forward to the bygone days of the family jeweler who took exceptional care of his customers and provided them with something that was actually better- not just bigger.