IMITATION JEWELLERY

Fashion jewelry is also called costume jewelry, mainly for the reason that it is not made of
precious metals and stones, rather lighter and cheaper material are used. Fashion jewelry is trendconscious and keeps on changing as per changing needs. For those who are open to
experimentation with new and unusual designs, shapes and colours, costume jewelry offers
plethora of choices. Rather than using precious ingredients, like gold, silver, platinum and white
gold, fashion jewelry designers use cheap products, like jute, leather, peppier Mache, Bakelite
plastic, wood, bone, stone, oxidized metal, horn, lac, terracotta, etc.
Fashion jewelry is almost like an imitation of real jewelry and has been considered cheaper copy
of the latter. It is widely available and is pretty light-weight, which forms one of its USP also.
The process of making costume jewellery is such that its look deceives for original and authentic
version. In place of precious stones, artificial stones, such as cubic zirconia and rhinestones, are
used. Such jewelry is available in several colors and looks very attractive. At the same time, it's
readily available and has economical prices.
Costume jewellery, trinkets, fashion jewellery, junk jewellery, fake jewellery manufactured as
ornamentation to complement a particular fashionable costume or garment as opposed to "real"
(fine) jewellery which may be regarded primarily as collectibles, keepsakes, or investments.
Originally, costume or fashion jewellery was made of inexpensive simulated gemstones, such
as rhinestone or Lucite, set in pewter, silver, nickel or brass. During the depression years,
rhinestones were even down-graded by some manufacturers to meet the cost of production.
In India also, the concept of fashion jewelry is very much prevalent, especially amongst the
college going teenagers. Since the prices are cheap, they can get a wide variety and also keep up
with the changing fashion. Indian fashion jewelry industry is growing in quantum, patronized
mainly by the youngsters. Following are the most popular products forming a part of the costume
jewelry of India.

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Spiral bangles and rings

Glass beads, strung on nylon
Chunky tribal jewelry
Surgical steel jewelry
Ornaments with symbols and messages
Charm jewelry, such as mood rings, charm bracelets and others.
Tattoo jewelry
Chandelier earrings
Sterling silver jewelry, studded with artificial stones
Abstract jewelry
Body piercing jewelry

Costume jewellery, trinkets, fashion jewellery, junk jewellery, fake jewellery manufactured as
ornamentation to complement a particular fashionable costume or garment as opposed to "real"
(fine) jewellery which may be regarded primarily as collectibles, keepsakes, or investments.
Originally, costume or fashion jewellery was made of inexpensive simulated gemstones, such
as rhinestone or Lucite, set in pewter, silver, nickel or brass. During the depression years,
rhinestones were even down-graded by some manufacturers to meet the cost of production.
During the World War II era, sterling silver was often incorporated into costume jewellery
designs primarily because:
The components used for base metal were needed for war time production (i.e., military
applications) and a ban was placed on their use in the private sector.
Base metal was originally popular because it could approximate platinum's colour, sterling
silver fulfilled the same function.
This resulted in a number of years during which sterling silver costume jewellery was produced
and some can still be found in today's vintage jewellery marketplace.
Modern costume jewellery incorporates a wide range of materials. High end crystals, cubic
zirconia simulated diamonds, and some semi-precious stones are used in place of precious
stones. Metals include gold- or silver-plated brass, and sometimes vermeil or sterling silver.
Lower-priced jewellery may still use gold plating over pewter, nickel or other metals; items
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made

in

countries

outside

the

United

States

may

contain lead.

Some

pieces

incorporate plastic, acrylic, leather or wood.

INDUSTRY PROFILE- LUXURY GOODS
The global luxury goods industry, which includes drinks, fashion, cosmetics, fragrances,
watches, jewelry, luggage and handbags, has been on an upward climb for many years. The value
of the global personal luxury goods market was 212 billion euros and is estimated to be worth
about 217 billion euros in 2013. Although the technical term luxury good is independent of the
goods' quality, they are generally considered to be goods at the highest end of the market in terms
of quality and price. The United States has been the largest regional market for luxury goods and
is estimated to continue to be the leading personal luxury goods market in 2013, with a value of
62.5 billion euros.
Luxury or prestige brands are brands for which a majority of its products are luxury goods.
LVMH (Louis Vuitton Moet Hennessy) is the most valuable luxury brand in the world, with a
brand value of about 22.72 billion U.S. dollars. The LVMH Group's total revenue for the 2013
FISCAL year was 29.15 billion euros.
The personal luxury goods industry is expected to continue to grow, especially in Hong Kong;
the market is expected to increase by 10 percent in 2013 to total about 7.7 billion euros.

GENERAL HISTORY
Costume jewellery has been part of culture for almost 300 years. During the 18th century,
jewelers began making pieces with inexpensive glass. In the 19th century, costume jewellery
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made of semi-precious material came into the market. Jewels made of semi-precious material
were more affordable, and this affordability gave common people the chance to own costume
jewellery.
But the real golden era for the costume jewellery began in the middle of the 20th century. The
new middle class wanted beautiful, but affordable, jewellery. The demand for jewellery of this
type coincided with the machine-age and the industrial revolution. The revolution made the
production of carefully executed replicas of admired heirloom pieces possible.
As the class structure in America changed, so did measures of real wealth. Women in all social
stations, even the working-class woman, could own a small piece of costume jewellery. The
average town and country woman could acquire and wear a considerable amount of this massproduced jewellery that was both affordable and stylish.
Costume jewellery was also made popular by various designers in the mid-20th century. Some of
the most remembered names in costume jewellery include both the high and low priced brands:
Crown Trifari, Dior, Chanel, Miriam Haskell, Monet, Napier, Coro craft, Coventry, and Kim
Craftsmen.
A significant factor in the popularization of costume jewellery was the Hollywood movie. The
leading female stars of the 1940s and 1950s often wore and then endorsed the pieces produced
by a range of designers. If you admired a necklace worn by Bette Davis in The Private Lives of
Elizabeth and Essex, you could buy a copy from Joseff of Hollywood, who made the original.
Stars such as Vivien Leigh, Elizabeth Taylor and Jane Russell appeared in adverts for the pieces
and the availability of the collections in shops such as Wool worth made it possible for ordinary
women to own and wear such jewellery.
Coco Chanel greatly popularized the use of faux jewellery in her years as a fashion designer,
bringing costume jewellery to life with gold and faux pearls. Kenneth Jay Lane has since the
1960s been known for creating unique pieces for Jackie Onassis, Elizabeth Taylor, Diana
Vreeland, and Audrey Hepburn. He is probably best known for his three-strand faux pearl
necklace worn by Barbara Bush to her husband's inaugural ball.

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In many instances, high-end fashion jewellery has achieved a "collectible" status, and increases
in value over time. Today, there is a substantial secondary market for vintage fashion jewellery.
The main collecting market is for 'signed pieces', that is pieces which have the maker's mark,
usually stamped on the reverse. Amongst the most sought after are Miriam Haskell, Coro, Butler
and Wilson, Crown Trifari and Sphinx. However, there is also demand for good quality
'unsigned' pieces, especially if they are of an unusual design.

HISTORY EXPRESSION
Costume jewellery can be characterized by the period in history in which it was made.

Art Deco period (19201930s)

The Art Deco movement was an attempt to combine the harshness of mass production with the
sensitivity of art and design. It was during this period that Coco Chanel introduced costume
jewellery to complete the costume. The Art Deco movement died with the onset of the Great
Depression and the outbreak of World War II.
According to Schiffer, some of the characteristics of the costume jewellery in the Art Deco
period were:
Free-flowing curves were replaced with a harshly geometric and symmetrical theme
Long pendants, bangle bracelets, cocktail rings, and elaborate accessory items such as cigarette
cases and holders.

Retro period (1935 to 1950)

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In the Retro period, designers struggled with the art versus mass production dilemma. Natural
materials merged with plastics. The retro period primarily included American-made jewellery,
which has a distinct American look. With the war in Europe, many European jewellery firms
were forced to shut down. Many European designers emigrated to the U.S. since the economy
was recovering.
According to Schiffer, some of the characteristics of the costume jewellery in the Retro period
were:
Glamour, elegance, and sophistication
Flowers, bows, and sunburst designs with a Hollywood flair
Moonstones, horse motifs, military influence, and ballerinas
Bakelite and other plastic jewellery

Art Modern period (1945 to 1960)

In the Art Modern period following World War II, jewellery designs became more traditional and
understated. The big, bold styles of the Retro period went out of style and were replaced by the
more tailored styles of the 1950s and 1960s.
According to Schiffer, some of the characteristics of the costume jewellery in the Art Modern
period were:
Bold, lavish jewellery
Large, chunky bracelets, charm bracelets, Jade/opal, charm bracelets, citrine, topaz
Poodle pins, Christmas tree pins, and other Christmas jewellery
Rhinestones
With the advent of the Mod period came "Body Jewellery". Carl Schimel of Kim Craftsmen
Jewellery was at the forefront of this style. While Kim Craftsmen closed in the early 1990s,
many collectors still forage for their items at antique shows and flea markets.

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BUSINESS AND INDUSTRY

Costume jewellery is considered a discrete category of fashion accessory, and displays many
characteristics of a self-contained industry. Costume jewellery manufacturers are located
throughout the world, with a particular concentration in parts of China and India, where entire
city-wide and region-wide economies are dominated by the trade of these goods. There has been
considerable controversy in the United States and elsewhere about the lack of regulations in the
manufacture of such jewellerythese range from human rights issues surrounding the treatment
of labor, to the use of manufacturing processes in which small, but potentially harmful, amounts
of toxic metals are added during production. In 2010, the Associated Press released the story that
toxic levels of the metal cadmium were found in children's jewellery. An AP investigation found
some pieces contained more than 80 percent of cadmium.. The wider issues surrounding imports,
exports, trade laws, and globalization also apply to the costume jewellery trade.
As part of the supply chain wholesalers in the United States and other nations purchase costume
jewellery from manufacturers and typically import or export it to wholesale distributors and
suppliers who deal directly with retailers. Wholesale costume jewellery merchants would
traditionally seek out new suppliers at trade shows. As the internet has become increasingly
important in global trade, the trade-show model has changed. Retailers can now select from a
large number of wholesalers with sites on the World Wide Web. Some of these sites also market
directly to consumers, who can purchase costume jewellery at greatly reduced prices. Some of
these sites include fashion jewellery as a separate category, while some use this term in favor of
costume jewellery. The trend of jewelrey-making at home by hobbyists for personal enjoyment
or for sale on sites like Etsy has resulted in the common practice of buying wholesale costume
jewellery in bulk and using it for parts.

FASHION JEWELLERY BUSINESS IN INDIA

Imitation jewellery is easy to carry and comes in various patterns and colours which are
giving edge over traditional yellow metal. Research shows that the Indian jewellery sector is in
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the transition phase with consumers desire for possession of jewellery for its aesthetic appeal
and not as a form of investment. Volatile gold prices and changing customers tastes are forcing
traditional fine jewellery retailers to sell fashion and imitation jewellery to protect falling
business margins and sales.
While attending an important event far from home, and worried about whether or not you should
bring your fine jewellery? In such situations, imitation jewellery provides the best and sometimes
safest bet for a fashionable lookIt also affords most fashionable women many more options,
and is safe for travel.For many women, shopping for and collecting different types of
accessories qualifies as a passion. Buying expensive jewellery is not the most practical
optionevery woman wants to look beautiful, not everyone can afford diamonds and gold. Thats
why the concept of imitation jewellery is a popular option for many women
Now one-gram fine jewellery micro and antic patterns are in great demandImitation jewellery
is available at a price ranging from Rs 5to 15,000 depending on design and material. Earlier
only middle-class aspirants used to come to shop such jewellery but now women from across the
class opt for such kind trendy jewellery the trend of heavy and trendy imitation jewellery has
gained popularity due to TV serials and historical films.
The consumer wanted a wider selection at a single convenient location and expected an
international shopping experience.Special events for Valentines Day, teachers day, doctors
day collectionsBest Option to Accessorize on Budget No matter your age Women now
wanted to wear jewellery according to their clothes. This is not possible with real fine
jewelleryImitation jewellery is too cheap to worry in the case of lost or steal.
The following steps will help you define your marketing mix Identify your target market.
Determine what the target consumer desires. Assess whether you have any advantages over your
competition in delivering the desired service .Choose the position that is most valued by the
consumer .Product: Features , Services , Product quality, Staff quality, Style, Brand name,
packing Place(Distributions): Location, Frequencies of services, Transportation, Distributions,
Inventory. Promotions: Publicity, Sales promotions, Personal selling, Advertising, Mailing list
Price (Cost): List Price, Discount and Credit terms.
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Shop in shop-The "shop in shop" retail concept is where a brand owner or retailer takes space in
another retailers store and fits it out to provide selling space dedicated to that secondary
companys products pop up retailing - pop-up stores are a new phenomenon taking retail by
storm. A pop-up shop, that is a temporary retail space or experience which involves poppingup one day, and disappearing the next few days, Pop-up retail outlets give amore of a touch and
feel experience for customer and build awareness Think the possibilities of create a travelling
jewellery show Seek out places, events and venues like womens association events, luxury or
economic hotel lobbies or even mall kiosks hat lend themselves to selling jewellery on the fly.
Association with corporate gifting coupon companies and allow their customers to redeem
coupon in our out lets/channel partners. Make association with third party loyalty pregame
partners, like SBI, ICICI, loyalty cards .Add new retailers for increase sales volumes in targeted
market. Use some technique for developing franchises/ sales partners. Each new store has the
opportunity to further promote future franchisees ,Direct approach- approach leading retailers or
whole sales and sell the concept , make a business deal in win-win basis Networking-There are
many different types of networking, ranging from email, to in person, to online on LinkedIn and
other social networking sites. Knowing the right people can cause an increasing your franchise
sales.
Media the media provides another option to increase your franchise sales. Although different
strategies apply, you can use both the local and national media to expand your business. The
local Medias an important tool for lead generation and allows you to target geographic areas
where you would like to grow Trade Shows Tradeshows are another way to meet prospective
franchisees. The event will provide an insight for potential franchise owners while promoting
brand awareness and product visibility. Trade shows also provide an opportunity to promote new
and current products and drive sales.
Promotion & Create Data base- for repeat sales , loyal customers and make assure constant touch
with emails or other way of communication .Motivate retail partners for increase sales by
offering exclusive special events or sales schemes. Use the powers of retail coupons (one day or
few days valid) by print medias like Newspapers, women based magazine .Sponsorship or Active
participation in cities fashion events, film based events, school college events Think the
possibilities of create a travelling jeweler show Seek out places, events and venues like womens
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association events, luxury or economic hotel lobbies or even mall kiosks that lend themselves to
selling jewellery on the fly. Use all retail marketing Tools for increase brand building among
targeted customer segment BRAND BUILDING.
There is a huge untapped market for branded Imitation jewellery in India. The critical success
factors in the business is quality fashionable design, and good after-sales service ,The changing
lifestyles demanded lighter and trendier jewellery with less price .For setting up good fine
jewellery shop one needs inventory at least worth of Rs.30 to 50 lakhs. While, in the case of
imitation jewellery one can start business with stock of merger Rs.15, 000Imitation jewellery
are known as celebrity-inspired jewellery-segment the Indian consumer was willing to
experiment with new designs cultivate trust by educating customers about the unethical practices
in the business and change the perception of jewellery as a high-priced purchase.
Whoever said money cant buy happiness simply didnt know where to go shopping.- Bo Derek

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