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Being a jewelry brand is a challenge, especially since it is a category with a wide offer and a very specific demand from the consumer.
The cost of materials, knowing what the objective of your brand is and understanding the market are part of the challenges of being a jewelry brand in Mexico.
There are tremendously important elements in the jewelry market and one of these is the narrative that the products you offer tell.
A jewelry brand has shared its experience in this challenging market with Merca2.0, so Vanessa Drummond, brand director Vanessa Drummond, answer to answer manages to decipher the elements that manage to give an impact to your daily activity in a tremendously challenging market.
The idea of making sales shine in the jewelry market leads us to think of a series of guidelines, which we cannot lose sight of since we have the certainty in your strategy that you can define by going to a Diploma or management program at the School of Marketing, even understanding the market from business cases that manage to be very clear on how to build a strategy.
Merca2.0 – Entrepreneurship in the jewelry industry, what helps to establish yourself in the face of the demanding industry?
Vanessa Drummond – Constancy, excellent work team and a lot of passion for what you do.
Merca2.0 – What distinguishes the Latin American jewelry market from the rest?
VD – The cultural diversity, the contagious joy, the colors, the nature that we have close by; All this influences when thinking about a successful product but that transmits something to people, that makes them identify and at the same time is commercial, do it well and that they recognize it as an identity.
Merca2.0 – What is the most difficult thing about designing a piece that sells in the jewelry market and ends up being profitable?
VD – Keep it looking contemporary, timeless. We have pieces from 10 years ago that are still best-sellers.
Merca2.0 – What message do you give the Mexican consumer to discover Latin American jewelry?
VD – I think that this ignorance often prevents understanding the value and approaching this market.
Local support is what is now, many are realizing that we have much more attractive and meaningful pieces, with a reason for existing that transmit something when wearing them, that is the key to success in design and not only in jewelry. A design that makes you feel good and proud to wear it that also connects with the history of those behind all the work (so that it reaches the stores) are essential factors to value all the effort and commitment to the brand and to the final consumer.
A perfect example of this is my latest collection “Con Sabor a México”, a collection inspired by chiles en nogada, which also celebrates my first 20 years in this country that has welcomed me with open arms since I arrived. Inspiration comes from this iconic dish as it was one of the first to taste upon arrival and has been a favorite of mine ever since.
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