10 Ways Jewellers can discover their unique design aesthetic
“Unique selling point”, “signature style”, “brand aesthetic”. All phrases you’ve probably heard in relation to growing your business and carving out your niche in the jewellery industry (or any product based business for that matter). We have all seen the same simple circle earrings or minimal bar pendants for sale across Instagram, Etsy and websites galore. But to truly break through as an individual brand in this saturated market you need to have a stand out product that is recognisable, memorable and desirable. To create a brand with a fan base who covets your work you need to have something unique. This could be your ethos, your brands personality, your charitable aims, but most likely it should come from your design and product aesthetic.
But how do you create something unique, that appeals to customers and sells? These are 10 ways you to hone your individual design aesthetic to build a collection of jewellery that stands out.
1. Explore Personal Influences
Reflect on your history, experiences, interests, and cultural background. What relatable or inspiring stories do you want to tell with your work? These elements can be a powerful source of emotion for your audience and can help to shape your individual design aesthetics.
2. Create a Design Mood Board
Compile images, textures, and colour swatches that resonate with you and your brand. A mood board can serve as a visual reference and clarify the themes and styles that define your brand and product’s aesthetic. Refer to it often when designing to ensure new work fits into this world view. Your inspiration can change over time so make this a reoccurring part of your design process.
3. Experiment with Materials
Play around with different materials and techniques. Utilise new technologies or use common materials in new ways. Do you have a love for ceramics which could be incorporated into your work? Are you intrigued by metals which are seldom used in jewellery? Do you have a love for gemstones, and an idea to use them in a different way? Looking at the materials you use in a new way can reveal new design possibilities that resonate with your brand and your audience.
The first example of this out of the box thinking that came to mind was the personalisable Golden Futures collection by award winning designer Genevieve Schwartz. Expanding on her signature use of watermelon tourmalines, Genevieve has incorporated an unusual take on gemstones into her pieces. Recutting gemstones so they act as a window, revealing the delicate engraving nestled behind them, transforms a regular gemstone into an intriguing design feature.
Golden Future pendants by Genevieve Schwartz
Before being used in this way these large gemstones would have, no doubt, been wondrous. But once Genevieve has them recut to suit her vision they become so much more than just a gemstone. They are an unusual take on a commonly used material.
Of her approach to designing Genevieve said:
“In a saturated market, it is important to innovate. I find my most popular products are those which my customers feel they can make their own. Coming up with an unusual way of doing this through how I use my materials, has helped to capture their imaginations and keep things fresh.”
4. Loosen up your design process
Regularly sketch ideas, thoughts, and inspirations. Your process does not have to be perfect, never be embarrassed of your initial doodles. Create samples with wax or brass. Experiment by combining ideas then refining the design. Never throw an idea away, keep it for the future when you might return to it, refreshed. This practice can help you visualise concepts and develop a cohesive design style over time, allowing your unique aesthetic to grow.
5. Do your competitor research
You’ve hit on a new collection idea and want to launch it to the world… Ensure you pause a little to reflect on your competitor brands. Are they already creating similar pieces? What gaps do they have in their collections which you could capitalise on? Competitor research can feel like an unimportant part of the design process but it is key to finding your unique selling proposition and position in the market.
6. Research Art and design history
Research and study various art movements, both historical and contemporary. Look back on historical fashion, jewellery or wearables for interesting aspects of design which might suit your aesthetic and resonate with you. Understanding the principles and styles of the past can inform and influence your jewellery design choices in the future.
7. Engage with other creatives
Connect with other jewellers and artisans through events, exhibitions, and social media. Engaging in discussions and sharing ideas can spark creativity and reveal different design approaches you wouldn’t be able to harness on your own. It could even lead to profitable partnerships and collaborations which are mutually beneficial.
A collaboration of jewellers which I’ve been following for some time now is Folde Jewellery. The brainchild of jewellery designers Robyn Smith and Birgit Toke Tauka Frietman, this shared brand beautifully combines the design sensibilities of both makers. The collaboration pairs silver with organic materials, Highland Horn, a byproduct of the meat industry which would otherwise be wasted. Pairing the endangered traditional craft of horn-working with modern silversmithing techniques and technologies, they create unique sculptural pieces which would also fit perfectly with my previous mention of utilising unusual materials.
Of the collaboration Robyn Smith said:
“For us, collaboration works because we have a shared aesthetic sensibility and interests while bringing different conceptual approaches and skillsets to the table. It has been inspiring to see how a project can be guided in unexpected directions, leading to insights and outcomes that we would not have reached alone.
On a practical level, having a collaborator makes decision-making easier and more fluid. It’s invaluable to have someone to discuss ideas with, refine concepts, and share the creative journey, making the entire process more enjoyable and fulfilling.”
This collaboration has created a truly unique design aesthetic and story, an incredibly laudable endeavour.
8. Learn and train
You can dream it, but can you make it? Or can you articulate what you want to suppliers? If you struggle to create the pieces you want to, join workshops, classes, or online courses to grow your knowledge. Learning new techniques and approaches can broaden your perspective and inspire unique creations.
9. Reflect on Customer Feedback
Audience data is key! Take note of which designs resonate most with your customers or followers if you haven’t had many sales yet. Whether it’s sales data, likes on Instagram or simply comments when people see your work, understanding what appeals to your audience can help refine your style while staying true to your artistic voice.
10. Evolve Over Time
Allow your design aesthetic to grow and change over time. Embrace experimentation and be open to new influences. The evolution of your brand and product is a natural part of the creative process in jewellery design. As we grow, our testes change, and in a considered way, your brand should too.
Most jewellers and jewellery brand owners I work with say design is their favourite part of the work. But it can be really difficult to critically analyse your own product and admit if something isn’t working, or just needs some tweaks. If you’re not sure how to move forward with your design process and hope to make more sales in the future, I’m always here to help, when you’re ready.
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.