HOW MODERN JEWELLERY BRANDS ARE BORN
When it comes to naming a jewellery brand, the strategy for naming brands is changing rapidly. For centuries, jewellers have been dominating the jewellery market – each of them defining their own style and design. In fact, who has designed a piece of precious ornamentation in their unique style has been as important as the piece of jewellery itself! But increasingly, that has begun changing. From personality-led brand names, today is the era of consumer-led or design-led brand names. Let’s take a look at the classic and the emerging naming conventions for jewellery.
THE FAMILY NAME
This is the classic way of naming a jewellery brand – after the jeweller or the family it originates from. Even internationally, the names follow that of the main designer or jeweller. These names were invented at a time when reputations were built painstakingly and over time. In fact, they were named at a simpler time when there weren’t as many brands, or as many different kinds of media to spread the word of their existence.
We all know the famous ones – Tribhovandas Bhimji Zaveri, JoyAlukkas, Ganjam Nagappa and Sons, in India, and Chopard, Tiffany’s, Piaget.
THE INVENTED NAME
As the number of brands grew and people began giving importance to modern values, wearing jewellery for occasions that are not special alone, the traditional family jeweller had to make way for the jewellery designing organisations. Suddenly brands began inventing their brand names – to go beyond the designer and express a philosophy around jewellery and the wearer herself!
The best example for this is Tanishq – a brand we all know very well for their exquisite renditions of classic Indian jewellery traditions. Coined by Mr Xerxes Desai by marrying the words ‘Tan’ meaning body and ‘Nishk’ meaning a gold ornament, Tanishq is a name synonymous with superior craftsmanship, exclusive designs and superlative product quality.
Another great example is the brand CaratLane. CaratLane was founded with a refreshing and courageous objective – to make beautiful jewellery accessible, affordable and forever wearable. The brand spoke to hundreds of women across the country as they discovered that consumers were forced to choose between expensive jewellery for special occasions, and everyday jewellery that was of inferior quality and was not keeping pace with their changing lifestyle needs. Hence, they came with a name that is simple and self explanatory – using ‘Carat’ to define the category of precious gems and metals, and ‘Lane’ to signify that it is a marketplace for everyone interested in jewellery. A truly simple and effective name indeed!
THE INDIVIDUALISTIC NAME
The third kind of brand name is the one that is created around the wearer. These names try to cue the mindset of the consumer, and bring a stylish twist to the word of jewellery brand naming.
Take Mia for example. Mia, by Tanishq, is a stunning range of fine, urban-chic, affordable jewellery exclusively crafted for the modern young woman. Mia is inspired by the individuality of each woman and truly projects power, confidence and taste. It clearly is named after the kind of mindset that they want to cater to. And the designs are suited for the modern Indian woman too – chic and pocket-friendly quality everyday wear for the modern young woman.
Another good example is the brand Accessorize. We see this brand in almost every mall in India nowadays. In fact, it is an international brand of British origin. The story of this brand starts back in 1973 when the founder Peter Simon went on a life-changing road trip around Asia. Inspired by his trip, he became determined to share the colorful marvels of his experience. It is interesting that he decided to name the brand after the kind of products he would sell, rather than name it after himself!
Thus, when it comes to jewellery brands, the trend is clearly moving towards naming them after the kind of mindset they speak to, or the kind of designs that the brand seeks to stand for. It is no longer about the who, but about the what and the why.