- Duchess of Cambridge, Princess Beatrice of York, Gareth Southgate (at the World Cup), Kate Winslet, Sophie Turner,            Bella Hadid and Emma Watson.

        the brand.

Lead, Nickel and Cadmium are often used in jewellery for reasons such as brightening the metal and stabilising the jewellery. However, these could all be harmful to people and there is law in the UK surrounding them; "products that come into direct and prolonged contact with the skin must not release nickel more quickly than an specific rate" (Business Companion, 2018)

 The RJC (Responsible Jewellery Council), consists of companies being audited for RJC code of practices. This addresses; "human rights, labour rights, environmental impact, mining practices, product disclosure" 
and many other part of the jewellery supply chain. Companies can join in order to have a seal of approval that they are responsible in the production of their jewellery.

There are ethical and legal reasons behind the prevention of using conflict diamonds. Companies have the option to source diamonds through suppliers that follow the regulations of the Kimberly Process and 
the World Diamond Council's system of Warranties.

Many countries require jewellery such as children's jewellery to be tested to see if they contain toxic metals, and so they meet the safety and quality requirements for the country.

Luxury items aren't a necessity so may be the product people will stop buying first, the price of precious metals may increase. Due to lack of sales, there may be in a increase in marketing and advertising in order to keep customers purchasing products.

Since Brexit talks have commenced the exchange rate has been very low and this makes it difficult for companies as materials will cost more, brands will either have to reduce costs (eg. find cheaper suppliers) or increase their sales price. Customers may be less likely to purchase products if the pricing goes up as jewellery is classed as a luxury item. Also, if for example the quality of the products is not up to previous standards due to new suppliers, they may not purchase products.

Before opening stores, the placement is key for jewellery companies because some consider jewellery as a luxury item so may be less likely to make frequent purchases. Countries that have large luxury jewellery markets should be the focus in order to get frequent sales. These countries include: China, Dubai, US and the UK.

Around certain seasons, for example Christmas or Valentines Day, campaigns are more focused towards the season they are promoting, and the way the advertise may differ (eg. around Valentines Day they may aim more of the advertisement towards men). Many companies take advantage of jewellery's image as a 'luxury item' because there is generally an influx of sales around special holidays and seasonal holidays.

As a competitive industry, there needs to be more unique qualities for jewellery to be successful. However, following the trends is a great way in order to have a constant flow of sales. For example, over the past few years rose gold has increased in popularity alongside silver and gold, and is now a standard metal for companies to sell.

TECHNOLOGICAL

Communication is key for building rapport with consumers and to gain information about possible improvements for the business. Many companies are based online as well as having stores, so they have a range of ways in order for customer to brand communication as well as customer to customer communication. These include; help pages on their website, email to a customer care team and regular newsletters, Instagram page, Twitter page and a Facebook page. 

Many companies use affiliates in order to promote jewellery, and they tend to offer them a commission if people purchase products via their affiliate links. Also, affiliates can get access to their "product data feed" and have to promote latest collections and offerings to their audience. 

By placing specific advertisements on customers page, this allows companies to have a one to one relationship. This is a reflection of the strategic plans companies are putting in place. The individual evaluation of their customers will allow them to segment the market so they know who to target their advertising too, and what will make them buy their products over other brands.

Companies who use a variety of gemstones and diamonds in their jewellery will have to make sure that they are ethically sourcing their materials. It would reflect badly on the business if they were sourced unethically and may lead to customers losing trust in the company. In the current state of the world's environment it should be something jewellery companies largely focus on perfecting due to the backlash they could face if 

They have been awarded the 'Butterfly Mark by Positive Luxury' for their outstanding commitment to sustainability.

Monica Vinader's new ALTA capture charm bracelet, allows them to compete with the well known Pandora charm bracelet. This could be in an attempt to reach a younger target market and to further the idea of individuality.




Tiffany also offers engraving services, monogramming and embossing. Similarly customers can also draw images which can then be transferred to engravable objects They're arguably Monica Vinader's main competitor due to its positioning in consumer's minds.

(Fame Database, 2017)

In just 7 months, she has sold "150,000 of her iconic friendship bracelets" and next year her turnover is "expected to climb to £50 million" (Bethan Holt, 2018, The Monica Vinader effect: how this woman reinvented your jewellery box).