Sales Strategy
Is Vintage Jewelry the Hot New Thing In The Jewelry Industry? | July 06, 2016 (0 comments)
Los Angeles, CA--Marshall McLuhan famously said: “Obsolescence never meant the end of anything, it’s just the beginning.” Put another way: what goes around comes around. Perhaps nowhere is this idea more evident than in the field of fine jewelry. While cutting-edge trends and techniques may dominate other industries, the value of fine jewelry has always come in part from its staying power. Much like fine art, vintage jewelry is prized partly for its intrinsic worth, historical value, and its aesthetic appeal. Left, a Victorian-era demantoid garnet brooch from the DeYoung Collection.
While it may not be the newest facet of the jewelry industry, vintage and estate jewelry are finding new life in the hottest contemporary collections. This is due to a number of factors, and for consumers and industry insiders alike, this is the perfect time to take a second look at vintage jewelry.
Aesthetic Value + Economic Value. According to a 2012 study conducted by Goldman Sachs, millennials shop for products based on a unique combination of quality and price. While authentic quality is still by far the most important factor, price plays a more significant role than in previous generations. Along with personal financial choices, new ways of interacting with marketing (online research, social media, and vintage jewelry blogs, just to name a few) have made it more possible than ever before to have one’s proverbial cake and eat it too. For many, vintage and antique jewelry provides the perfect blend of genuine value (aesthetic, historic, investment) and a more ideal price point. In turn, many savvy first-run jewelers are also branching out into estate jewelry to satisfy a growing appetite for vintage jewelry among up-and-coming generations of collectors.
Authenticity, Rarity, & One-of-a-Kind Allure. Naturally, one of the most important antique jewelry pieces is the iconic engagement ring. When shopping for vintage engagement rings, prospective collectors often look at a few key areas:
Cushion cut diamond and sapphire halo engagement ring. Image: estatediamondjewelry.com
1) Is it authentic? While this aspect is crucial for all high-value purchases, an object that’s existed for a significant amount of time carries an added level of appeal. GIA certification, an understanding of the background of a piece, and marketing a piece with specific details regarding its craftsmanship can guarantee additional value by establishing authenticity.
2) Is it rare? Contemporary jewelry boasts the appeal of new design or innovation, but vintage jewelry often carries a rare, alluring quality. This is particularly true of designer pieces that are signed and numbered. Above all, rarity communicates the significance of a couple’s relationship, an intangible but no less vital aspect of engagement ring selection.
3) Is it unique? Just as no woman wants to show up to a party in the same dress as someone else, engagement rings should have a unique element to them. All vintage jewelry - and engagement rings in particular - has the capacity to make a boldly distinctive statement about its wearer’s personality, taste, and identity.
Image: estatediamondjewelry.com
Timeless Value Meets Contemporary Appeal. Whether jewelers tend more toward classic and traditional styles or contemporary trends, incorporating vintage jewelry into one’s inventory can offer extraordinary potential. An excellent example of this is provided by the resurgence in popularity of art deco jewelry. Younger consumers in tune with the 2016 Vogue collections will leap at its in-the-moment allure, while long-term collectors understand the investment-quality value of century-old craftsmanship. Of course, as noted by Daniela Mascetti, a Sotheby’s International jewelry specialist based in London, the nexus of investment quality and genuine passion for a piece is the ideal combination.
Doyle & Doyle in New York City has built a following among Millennials with antique and estate jewelry.
With these elements in mind, antique estate jewelry holds a special appeal for individuals who want a piece that is currently fashionable and will continue to gain value over the years. Exquisite, high caliber vintage jewelry that has already stood the test of time - and will continue to thrive well into the future - is the perfect place to start.
Andrew Hoffman is a freelance writer and journalist from Los Angeles, CA, who has written on behalf of a range of clients including the Livestrong Network and Demand Media. In addition to writing on various topics of interest, he enjoys physical fitness, surfing in Santa Monica and collecting classic, first-edition novels. Get in touch with Andrew, here.