In 2018, the keyword for global luxury goods was the Millennial generation. This newly emerging consumer force is more rapid, impulsive and powerful than any other consumer force in the past. Luxury brands that can accurately and timely capture this consumer force have all ridden a roller coaster of growth, and GUCCI is a good example — in the three months ending March 31 this year, Gucci's comparable sales growth reached as high as 48.7%. Facing such strong growth, jewelry brands have also joined the trend of image transformation. On the one hand, they continue to hold on to the market of love jewelry, and on the other hand, they label themselves with personalization and youthfulness by launching new collections and shooting new advertisements.
What kind of sparks will the elegant *Breakfast at Tiffany's* collide with American street culture? In May this year, Tiffany & Co. launched the brand new Tiffany Paper Flowers jewelry collection at the 2018 annual brand gala, and unveiled the "Believe in Dreams" advertising short film performed by American actress Elle Fanning, who was born in 1998.
It starts with classic black-and-white shots that remind people of the elegance of *Breakfast at Tiffany's*. Suddenly a glittering bee flies by, the style of the shots changes abruptly, dyed with Tiffany's iconic blue, and even the background music is replaced with hip-hop rap. Elle Fanning wears a hoodie and dances quirky and fun dances with various young people on the street, and the whole city of New York is immersed in vitality.
Elle Fanning wears a hoodie and dances quirky and fun dances with various young people on the street, and the whole city of New York is immersed in vitality.
"Sudden style shift" is the keyword of the short film, and also the keyword of Tiffany's brand image. In fact, this "style" reform has already brought strong growth to Tiffany. According to Tiffany's financial report for the first quarter of 2018 (the three months ending April 30), Tiffany's net sales increased by 15% year-on-year to 1 billion US dollars, and net profit increased by 53% year-on-year to 142 million US dollars, even exceeding Wall Street's expectations. All of this is inseparable from Tiffany's increased investment in "personalized" jewelry in the past.
"A diamond is forever" is a classic advertising slogan owned by the De Beers Group. But even such a diamond group that eulogizes love ushered in a new image in 2018. Forevermark, the diamond brand affiliated to the De Beers Group, launched the brand new diamond jewelry collection "Libert’aime by Forevermark | Be You. Be A Diamond" in May, and launched it at the Libert’aime by Forevermark brand flagship store at Shanghai HKRI Taikoo Hui — which is the first global flagship store of Forevermark and the 1000th store of Forevermark in China.
Libert’aime by Forevermark aims to convey a brand new brand concept — "Be You. Be A Diamond.". It was created to celebrate the spirit of the new generation of women: follow your heart, live as your true self, be unique, confident and strong, and dare to face everything, just like every beautiful diamond. The jewelry of Libert’aime by Forevermark uses a more accessible price point to meet a simpler purchase purpose: it is no longer only for important moments in life, but for enjoying every moment.
To this end, Libert’aime by Forevermark presented 10 diamond jewelry collections intensively at the initial launch: targeting the young Millennial generation, through 6 young design collections with different inspirational themes, styles and attitudes, diamond jewelry is made into a way to express capricious and changeable moods and a highlight of outfits, so that you can be a brand new self every day. For independent women with extraordinary taste, the fancy-cut diamonds and colored diamond collections are the focal point.
As a long-established jeweler on Place Vendôme, Boucheron is a world-class jewelry brand. Its classic Quatra collection has been very popular since its birth. The free combination of four classic elements — Double Godron, Ligne Diamants, Grosgrain and Clou de Paris — has given birth to a series of more personalized and cutting-edge jewelry works.
Boucheron's Quatre collection has been very popular since its birth, and the free combination of four elements has given birth to a series of more personalized and cutting-edge jewelry works.
The short film takes "Every Beautiful Side is Me" as its concept, draws inspiration from the four patterns of the Quatre collection, and interprets the "beautiful side" of the Quatre series of being true to oneself, unafraid of challenges and free to express through Zhou Dongyu.
And such a classic collection has now received a brand new interpretation. As the spokesperson for Boucheron Greater China, Zhou Dongyu shot a promotional short film for the brand. The short film takes "Every Beautiful Side is Me" as its concept, draws inspiration from the four patterns of the Quatre collection, and vividly interprets four different emotions: sensitivity, intensity, passion and freedom, through Zhou Dongyu's always self-expressing and convention-subverting personal performance. From the sensitive side of thoughtfulness and delicacy, to the intense side of impulsiveness and passion; from the enthusiastic side of exuberant creativity, to the free side of unrestrained fantasy, these four completely different emotions brew, rise, switch and burst in the short film. Between the flow of light and shadow, it highlights the "beautiful side" of Quatre wearers: revealing their true self, unafraid of challenges and expressing themselves freely.
Also in May, CHJ Jewelry held the PCLADY x CHJ 2018 Fashion Gala in Shanghai. At this gala, CHJ also released the 2018/19 fashion trend of colored gold jewelry, with the theme "Unsettled in Decoration", and used four sub-themes "Self-Trail, Rejoice in Unrest, Multi-Dimension, Resist Noise" to pay tribute to the younger generation's personality spirit of daring to change and breaking the old to establish the new.
"Self-Trail" — the UNIQ collection, advocates the younger generation's ideology of "de-labeling" and "refusing to be defined". The design of the jewelry is full of sharp edges and corners, representing the unique personality inherent in each person.
Among these, it is particularly worth mentioning the interpretation of true personality behind the "Self-Trail" label. "Self-Trail" — the UNIQ collection, advocates the younger generation's ideology of "de-labeling" and "refusing to be defined". The design of the jewelry is full of sharp edges and corners, representing the unique personality inherent in each person. And "Multi-Dimension" — the Multi collection advocates the beauty of diversity. Designers believe that everyone is a contradictory body, sometimes dark sometimes white, sometimes square sometimes round, contradictory but integrated. Therefore, elements with strong conflicts are integrated into one piece of jewelry, just like every contradictory, changeable but interesting individual, switching different dimensions, switching different roles, and enjoying different brilliant moments.
Sometimes dark sometimes white, sometimes square sometimes round, contradictory but integrated, "Multi-Dimension" — the Multi collection advocates the beauty of diversity.