Young power arise
The number of young jewellery crafters, non-professional ones, is rapidly rising. For the majority of the handicrafts they produce, low quality materials and less sophisticated shapes are the commonplace, so much cheaper are they. Jewellery is distributed among the young societies and over the web. Part of the young craftsmen is starting to have professional trainings in design as well building up sales value. The question sounds: does it have an impact on Poland’s jewellery market, if so, is it a threat or an opportunity? p. 14
Secret Gagate – Forgotten
Quite not appropriately named the Black Amber. Even though it came out of the most carbonized, resine saturated coniferous trees – araucaria, it is still easy to differentiate from real amber. You just need to touch one end with a red hot needle to convince yourself that Amber releases a balsamic aroma whereas Agate scaters a dark coal smell. p. 21
Art Deco’s
Great
Comeback
In the 20’s and 30’s of this century, bijouterie reached artistic heavens, and jewellery became one of the most passionating subjects of shapes and adornments creation. Today the works of some former jewellers are the most priced items on auction sales. p. 18
A beam of repercuted light
If your best brand was to be a person, who shall it be? That is the most recurrent question in the psychologic techniques of brand image investigations.
A Brand without individuality, emotions or definite style – will fall flat on the market. The downright marketing measure after this shall be the accurate choice of an ambassador/dress for the brand. Let’s add it shall be a very efficient measure. Amber’s ambassadress is Lidia Popiel, Tissot’s – Ilona Felicjańska, Apart’s – Aneta Kręglicka. p. 24
Time for marketing
The Amber branch is standing on the brink of a main change of operations. Export crisis to the dollar zone, increasing number of falsifies matching closer and closer originals, large activity of Chinese firms, East European neighbours production, that marks the end of a prosperous period for the Amber jewellery market. The new situation is pressing branch operators for new actions. p. 26
Jewellery sales on the internet portal Allegro
Before the client will decide for a ring, necklace or bracelet, he or she shall wants to have a look at it personally, to touch it. But there is no shortage of clients to whom a picture and a short product description shall suffice to make an order through the internet. p. 30
