The unstoppable rise of mid The rise of mid priced jewellery isn't a trend that has been making industry headlines, but it's one of the few new trends that can be both easily integrated into your wardrobe and that will last more than just one season it's not just for Christmas.
Mid priced jewellery could also be termed affordable luxury. It sits exactly half way along the food chain: it's not the cheap and cheerful high street offering, but nor is it the wildly expensive pieces to be found on Bond Street. Stones pandora jewelry necklaces are semi precious (moonstone, labradorite, quartz, topaz), synthetic (cultivated in laboratories to have the same mineral composition as mined stones, but at a fraction of the price) or tiny, pav set diamonds (hundredths of carats). You're looking at roughly under 100 for stud earrings, 100 250 for a bracelet or pendant necklace, and anything up to 500 for a ring. Why is it so popular? Partly because "women are now buying jewellery for themselves," says Bec Clarke, founder of Astley Clarke, "and the price point as it's a self purchase and it's a regular thing has to be quite different from a 5,000 gift from a husband." The "hundreds but not thousands" price reflects the quality, too; you're getting value for money, as the pieces will not tarnish, nor fall apart. Both the sums, and the whole, have an intrinsic value. Brands like Astley Clarke, Thomas Sabo, Stella Dot, Pandora and Monica Vinader have been pushing the rise, as the gap between the high and low ends of the market has been widening. "Precious metals and stones are getting what stores sell pandora bracelets and charms more expensive, while non precious metals, semi precious gemstones and synthetic materials are dropping," explains Chloe Wu, at industry analysts Euromonitor. These labels offer an alternative: fine jewellery, but at an affordable price. "Price considerations absolutely come at the beginning," agrees Clarke. "When we work on a design, we work on it sitting at a specific price point. So we know we want to make a bracelet that will retail at 'X' amount, and then we work backwards." Gold carat, stones and the weight of jewellery will all be adjusted according to the price tag. Financial sweet spots vary depending on the item. Gift givers and people looking to layer up jewellery will aim for about 100, while women treating themselves will spend up to 1,000 or more if it's a ring. "Designers are silver charms for pandora bracelet finding ways to reduce costs ingeniously, through creative sourcing or innovative production methods. They'll use fewer raw materials, for instance, but keep the impact at a maximum. That's what Shourouk has begun doing this season and it has divided its prices in half," says Nathalie Lucas, head of buying at Monnier Frres. Economy of scale also helps keep prices reasonable; production values may look expensive but, relatively speaking, the finished article is not. Pandora produces more than 91million pieces of hand made, quality jewellery a year. Prices start at 20forcharms, and 30for rings, and no, they aren't made in sweatshop conditions, but in factories where the production process is perfectly streamlined. "We have worked hard on building a vertically integrated chain, in which we have full visibility over not pandoras box jewlery just our work environments and production processes, but our materials selection, too," explains Peter A Andersen, president of Pandora, Western Europe. Efficiency is king; a strikingly small percentage of pieces don't make it through quality control. If all workforces looked like Pandora's, management consultants would be outof a job. Pandora is one of the biggest jewellery brands in the world, second only to the company from which they buy their stones. Founded in 1982 in Denmark, Pandora launched in the UK in 2008 and has seen its fortunes rise dramatically over the past seven years, with revenue in 2014 hitting approximately 1.6 billion worldwide (the UK accounts for 13.9 per cent of that total). This year's results will be just as promising. Last week, the brand announced a third quarter revenue increase of more than 40per cent within Europe for the UK it was 50.5per cent. It would seem as though the trend isn't going anywhere any time soon.
As a result of the continued success of the mid range jewellery, Fenwick, Selfridges, Liberty and Harvey Nichols are all buying into a greater percentage of "contemporary" priced pieces within their jewellery offering. So while the term "affordable luxury" has been bandied around the high street for some time now, it has finally redefined the jewellery market. And looks as though it's here tostay.
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