Episode #282 – “Finding the Right Audience for Your Fine Jewelry”

Welcome to Episode #282. Today, I want to chat about finding an audience for your fine jewelry, especially if you sell at more aspirational, luxury price points. This episode was actually inspired by some content I’ve been watching on TikTok and it really got me thinking about the target audience for high-end accessories.

The first post was from a TikTok user named “Level Blue”, who teaches ladies how to be elegant in her own words. One of the posts I watched was called “3 luxury things elegant ladies never buy”, and #2 was very branded jewelry, I won’t name any brand names but you know what I mean, fine jewelry that features very obviously brand motifs or details that can be connected to the luxury brands that make them. According to this TikTok-er, “elegant” ladies don’t buy this type of jewelry because it’s so overly fake to the point that wearing is it tacky – who even knows if what you’re wearing is real or fake? Elegant ladies wear unique jewelry that you won’t find copied or on a lot of other people.

The other TikToks that have been inspiring me is the account Class of Palm Beach; the content creator basically goes on the streets of Palm Beach, FL to ask people about their outfits. Of course, I’m always interested to hear about the jewelry. Most of the time, it’s just stacks on stacks of Cartier love bracelets or lots of Tiffany, which don’t get me wrong, is fine if you love those things. But every once in a while, a person who’s interviewed wears something different, like one recent TikTok showed a woman wearing necklace layers with Foundrae. And in the comments, all the people were asking, “Whoa I love that jewelry, so unique, what was the brand again?”

Where I’m going with this is: there are two types of high-end buyers – the ones who really like the brand names and the recognition of wearing something that looks expensive. If you’re listening to this podcast, and your business isn’t named Cartier, Tiffany, Van Cleef, or similar, then you will likely never cater to this customer because their money is going to be spent elsewhere. You don’t have literal centuries under your belt building a brand name.

So what’s left for you? You’re catering to the people that “Level Blue” is catering to, the customers who want to look elegant without looking like they’re wearing something that can easily be copied. And speaking to the customer who does want something different and something that’s going to make them feel special and unique is going to mean having a clear story, voice, and personality in your brand, so that you can reach those customers who will feel proud to be wearing something unique.

And in this episode, I want to chat about how to do just that.

Transcript: https://joyjoya.com/audience-for-your-fine-jewelry

00:00 Start
5:47 Primary Episode Content
21:29 The Gold Mine