PRESENTATION ON

COSTUME JEWELRY

INTRODUCTION TO COSTUME JEWELRY

ALSO KNOWN AS TRINKETS, FASHION JEWELRY, JUNK JEWELRY, FAKE

JEWELRY OR FALLALERY.

ACCORDING TO DICTIONARY IT MEANS :-

“JEWELRY THAT IS DECORATIVE BUT HAS LITTLE INTRINSIC VALUE .

MANUFACTURED AS ORNAMENTATION TO COMPLIMENT A

PARTICULAR FASHIONABLE COSTUME OR GARMENT AS OPPOSED TO

REAL FINE JEWELLRY.

GENERAL HISTORY HAS BEEN A PART OF CULTURE FOR ALMOST 300 YEARS

IN THE 19TH CENTURY , COSTUME JEWELRY MADE OF SEMI-PREICOUS

MATERIAL CAME INTO MARKET.

BUT THE REAL GOLDEN ERA FOR THE COSTUME JEWELRY BAGAN IN THE

MIDDLE OF THE 20TH CENTURY.

COCO CHANEL GREATLY POPULARIZED THE USE OF FAUX JEWELRY IN

HER YEARS AS A FASHION DESIGNER

COSTUME JEWELRY WAS ALSO MADE POPULAR BY VARIOUS DESIGNERS

IN THE MID-20TH CENTURY.

COMPONENTS USEDMODERN JEWELRY INCORPORATES HIGH END CRYSTALS, CUBIC

ZIRCONIA SIMULATED DIAMONDS AND SOME SEMI-PRECIOUS STONE.

METALS INCLUDE GOLD OR SILVER PLATED BRASS, AND SOMETIMES

VERMEIL OR STERLING SILVER.

ORIGINALLY, COSTUME OR FASHION JEWELRY WAS MADE OF

INEXPENSIVE SIMULATED GEMSTONES , SUCH AS RHINESTONES OR

LUCITE, SET IN PEWTER, SILVER, NICKEL OR BRASS.

MENS COSTUME JEWELRY

MENS SHIRT STUDS

TONE TIE CLIP

MONEY CLIPS PLAY BOY CUFFINS

KIDS COSTUME JEWELRY

WOMEN INDIAN JEWELRY

COSTUME JEWELRY IN DEMAND

VOLATILE GOLD INDUSTRY AND CHANGING CUSTOMERS

TASTES ARE FORCING TRADITIONAL GOLD RETAILERS TO

SELL FASHION AND IMITATION JEWELRY TO PROTECT FALLINF

BUISNESS MARGINS AND SALES.

REASEARCH SHOWS THAT THE INDIAN JEWELRY SECTOR IS

IN THE TRANSITION PHASE WITH CUSTOMER’S DESIRE FOR

POSESSION OF JEWELRY FOR ITS AESTHETIC APPEAL AND

NOT AS A FORM OF INVESTMENT.

COSTUME JEWELRY IS EASY TO CARY AND COME IN VARIOUS

PATTERNS COLOURS WHICH ARE GIVING EDGE OVER

TRADITIONAL YELLOW METAL.

THE MARKET FOR COSTUME JEWELRY AND ACCESSORIES IS ESTIMATED

AT $16.3 BILLION

COSTUME JEWELRY TO BOOST INDIA ONLINE SALES IN 3-5 YEARS

TRADITIONAL RETAIL COMPANIES OPENING THEIR OWN ONLINE STORES

INDIA IS THE SECOND LARGEST MANUFACTURER OF IMITATION JEWELRY

AFTER CHINA WITH AN 8.5% SHARE GLOBALLY.

THE MAIN FACTORS CONTRIBUTING TO THIS GROWTH IS AVAILABLITY OF

SKILLED ARTISIANS,BASE METALS AND FAUX GEMS.

SCOPES-BRANDED JEWELRY

THE TREND OF HEAVY AND TRENDY IMITATION JEWELRY HAS GAINED

POPULARITY DUE TO TV SERIALS AND HISTORICAL FILMS.

EARLIER ONLY MIDDLE-CLASS ASPIRANTS USED TO COME TO SHOP SUCH

JEWELRY BUT NOW WOMEN FROM ACROSS THE CLASS OPT FOR SUCH KIND

TRENDY JEWELRY

COSTUME JEWELRY IS AVAILABLE AT A PRICE RANGING FROM RS 5 TO RS 15000

DEPENDING ON DESIGN, MATERIAL AND BRAND.

COSTUME JEWELRY IS TOO CHEAP TO WORRY IN THE CASE OF LOST OR STEAL.

MARKETING-4PSTHE FOLLOWING STEPS WILL HELP YOU DEFINE YOUR MARKETING MIX

IDENTIFY YOUR TARGET MARKET

DETERMINE WHAT THE TARGET CONSUMER DESIRES

ASSESS WHETHER YOU HAVE ANY ADVANTAGE OVER YOUR COMPETITION

IN DELIVERING THE DESIRED SERVICE

CHOOSE THE PRODUCT 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,

PROMOTIONS publicity, sales promotions, personal selling, advertising,

mailing list

PRICE(COST) list price, Discount, credit terms

SWOTTHERE IS A HUGE UNTAPPED MARKET FOR COSTUME JEWELRY IN INDIA. THE

CRITICAL SUCCESS FACTORS IN THE BUISNESS IS QUALITY, FASHION DESIGN AND

AFTER SALES SERVICE.

THE CHANGING LIFESTYLES DEMANDED LIGHTER AND TRENDIER EWELRY WITH

LESS PRICE.

FOR SETTING UP GOOD GOLD JEWELRY SHOP ONE NEEDS INVENTORY AT LEAST

WORTH OF RS 30 TO 50 LAKH. WHILE, IN THE CASE OF IMITATION JEWELRY ONE

CAN START BUISNESS WITH STOCK OF MEARGE RS 15000.

THE INDIAN CONSUMER WAS WILLING TO EXPERIMENT WITH NEW DESIGNS.

CULTIVATE TRUST BY EDUCATING CUSTOMERS ABOUT THE UNETHICAL PRACTICES

IN THE BUISNESS AND CHANGE THE PERCEPTION OF JEWELRY AS A HIGH PRICED

PURCHASE.