My jewellery month in June: Indivudality and where to find it
My jewellery month in June: Indivudality and where to find it
For me, June was marked by numerous colorful summer style articles, with which I tried to strike a chord with my readers. Sure, some of them are just PR stunts, but that's not all. And then the jeweler also plays an important role.
Left: Insights into the goldsmith workshop of jeweler Skrein in Vienna.
Individuality in a sea of visual stimuli
The world of jewelry—unlike watches—doesn't evoke a particularly strong brand affinity. This means we tend to simply buy what we like—and that's a good thing. The search for the next piece of jewelry usually begins with thoughts like "something green" or "a longer chain."
Collective articles of this kind are my attempt to help these search needs along a little. The article on floral designs was particularly well-read – that's what the analytics tell me. I found that very exciting, because floral designs in particular can be truly individual – much more than just "jewelry in green" or "jewelry in blue." This tells me that people actually want more than just the classic basics. And since blossoms and flowers are already very different in themselves, every jewelry manufacturer can put their own stamp on this interpretation.
Another exciting topic for readers in June: pearl jewelry from Ploch Pearls. Since June is Pearl Month, the theme was quite fitting, but what's also unique is that the family business transforms pearls into completely different designs than what you've seen before. Here, too, the focus is on creativity and individuality. Perhaps these designs simply have one thing in common: they're memorable.
Role and mission of a jeweler
The search for the right jewelry ideally leads to the doors of a jeweler. In June, I visited Juwelier Skrein in my hometown of Vienna, where Marie Skrein has just taken over the official management of the second generation.
The story of a jeweler like Skrein illustrates the role played by the strong desire for individuality and self-expression. These ideals extend from the founding of such a store, through the compilation of the product range, to the customers who seek self-expression in jewelry at this jeweler.
Unfortunately, small, independent shops have been disappearing more and more in recent years. Online shopping makes everything easily accessible; you don't have to hop from place to place in the city center to work through your shopping list. A few clicks and a digital shopping cart on Amazon are usually enough. While this is convenient, it's also kind of a shame.
"We make what we like and hope others like it too. If we don't like something, we don't compromise, because then the jewelry has no power. We'd rather accept that some people might not like it either."
Marie Skrein, jeweler in Vienna
For me, the jeweler is one of the last bastions where you can still find a specially curated selection and personal contact. It's a joy and something truly special: No two jewelry stores are alike; each retailer sets their own priorities, incorporating their expertise and personal preferences into the selection. It's wonderful that there are still places you can visit where everything hasn't been streamlined into a standardized fashion, but where individuality isn't just a coincidence, but is consciously cultivated.
From my experience, I can say that many people interested in watches and jewelry don't have a brand fetish, but rather enjoy being presented with a selection. They also want to try out what suits them and can be surprised by completely new designs.
Christian Sieg, sales expert
Ideally, a jeweler becomes a personal advisor and sometimes even a "personal shopper," because when discussing new jewelry collections, they already have in mind which pieces their regular customers might like. The shopping experience for people who enter a jeweler's store is completely different.
I also discussed these topics in a long interview with Christian Sieg, who, as a sales representative for renowned brands, has gained many valuable insights into people's desires and motivations. This conversation also demonstrates how valuable it can be to be a good customer of a jeweler.
Jewelry is such an emotional, personal thing. Tastes are as diverse as designs, so it's nice to have a partner at your side in your search for a personal treasure who has made supporting you in this mission their profession.
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