Our society is changing rapidly. One of the noteworthy changes is the rise in women’s status. They are much more independent, both in terms of mentally and financially. To tap into this big market, it is the time for jewellery brands to abandon some of the traditional thinking. For example, we used to position gold jewellery as an inheritance; or diamond rings just for marriage. Instead, brands shall take a step forward, to look into what modern women think about. A better understanding on their real needs would allow us to open up a big market today.
More female leaders
Maybe, in the jewellery industry, one of the first steps is the internal change inside an organization. Take a quick look at their management; the number of females in C-level positions seems to be accelerating, at least better than the old days where leadership positions have predominantly been held by men. For instance, we know Nayla Hayek, the renowned chairman of Swatch Group and CEO of Harry Winston. In 2015, Kering Group has announced two female leaders: Hélène Poulit-Duquesne being Boucheron’s CEO and Sabina Belli taking up Pomellato’s CEO position. In 2017, Chabi Nouri became the first-ever female CEO at Piaget. She was also the first woman in Richemont’s upper ranks running its watch and jewellery business. What’s more? It was just last year: De Beers promoted Nancy Liu to be Forevermark’s female CEO too.
The female leadership allows the brands to define strategies from a female perspective, and as a result, understand much better their female clients. In one of the press interviews, Hélène Poulit-Duquesne once mentioned that she would try everything for herself, and thought about the woman who is going to wear the high jewellery pieces. To capture modern women’s interest, a brand must take female into consideration at every level, from CEO appointment, brand history & DNA, as well as its design concept.
Tailor-made content for HER
The approach of gender diversity promotes more female leaders in the industry; and their voices are being heard and recognized. And the next step is to revamp their content strategy based on the modern women. Brands have to rethink their storytelling and go through a right ambassador to transmit their brand DNA properly while capture “her” attention.
Embrace herself
Reviewing what Boucheron has done in the recent years, it is worth noting that in Asia, the brand has announced Zhou Dongyu, a budding actress being its ambassador for Greater China. Unlike those elegant ambassadors, she is a talented actress with a pure and fresh personality, and best known for her versatile portfolio. It seems that, the brand is going to reinterpret the beauty of jewellery and its DNA through a different “her”.
“Every Single Face Forms Me” was Zhou’s first campaign working with the brand. In the video, she showcased the sensitivity, intensity, passion and freedom a woman shall possess. Later for the Qixi festival, the brand also leveraged her to speak about “Love my every single face” (2018), “Love & freedom” (2019), “Love is me” (2020). The stories behind is no longer about love between a couple, but more to encourage modern women to admire and embrace themselves.
She is extraordinary
Audacity, creativity, self-surpassing and radiant, these are what Piaget defines a woman in its “Extraordinary Women” campaign. This year, the brand invited ten accomplished ladies from art, drama, music, etc. to speak about each woman’s extraordinary journey.
The entrepreneur Olivia Palermo said: It’s about finding your own personal style because you should feel extraordinary. The celebrated Korean actress Kong Hyo-Jin expressed: I feel most powerful when I’m in front of the camera. The Arabic singer Balqees Ahmed Fathi shouted: Power and confidence, it’s all about power and confidence.
Each of their statements expresses the true traits of a modern woman – and a new definition of Piaget’s high jewellery.
New definition & possibilities
Independence, freedom, individuality, confidence and power are the terminologies that define our high jewellery now. Jewellery is no longer just about couple love, a way of gifting, nor an inheritance. With more female leaders and appealing content for ladies, brand are able to open up a bigger opportunity and capture a bigger share of the market.
