Jewelry packaging becomes an integral part of selling jewelry. The packaging enhances the value of the jewelry and enriches the buying experience of the customers.
The jewelry boxes are being manufactured using different materials. The brands are becoming bolder and more innovative in the use of colors.
Use of brand-specific colors is also common which helps to build brand awareness and recognition.
There has also been a shift towards using flexible packaging by some jewelers which is cost-effective and eco-friendly.
More jewelers are using customized messages and hand-written notes inside the packaging which helps to enhance the unboxing experience of the customer and promote brand loyalty.
In this article, we will talk about:
- Jewelry Market Share
- famous jewelry brands
- jewelry types
- jewelry packaging materials
- jewelry packaging boxes design tips
- example of good jewelry packaging
Jewelry Market Share
The market share of branded jewelry is expected to be between 30-40% by 2020.
The increase in customer preferences and disposable income are the key drivers for the branded jewelry market.
China was the largest jewelry market worldwide with its market estimated to be $111.46 billion in 2016.
The US was in the second spot with market size of $61.76 billion. With a market size of $40.44, India was the third largest jewelry market globally.
The revenue of the luxury jewelry market has reached $41.91 billion in 2018. China is the largest contributor to this market with revenue of $14.24 billion.
Famous Jewelry Brands
The global jewelry market is growing at a healthy rate of 6% until 2022. There are some brands which have established their leadership and reputation in the jewelry industry.
Cartier is perhaps the most popular global jewelry brand. The clients of Cartier include the royal houses of Europe and affluent families of the US.
Bulgari is another famous jewelry brand founded in 1884 in Rome. Their jewelry designs are world renowned for being intricate and bold.
Tiffany & Co. is an iconic American jewelry brand. Their engagement rings are considered one of the bests in the world. Chopard, a Swiss jewelry brand founded in 1860 is a popular global brand.
They started out as manufacturers of exceptionally crafted Swiss watches and later forayed into the jewelry business.
Type of Jewelry
There are different classifications of jewelry. Common classification of jewelry products based on their manufacturing and functionality is provided below:
Fine jewelry refers to high end and expensive jewelry. They are made from fine materials like gold, platinum, diamonds, gemstones, etc.
Fine jewelry is further classified into manufactured jewelry and custom jewelry. Manufactured jewelry is made in bulk scale.
Though made from fine materials, their bulk production makes them cost-effective. Custom jewelry is generally handmade and made from fine materials. It is expensive than manufactured jewelry.
Costume jewelry is the budget jewelry and is made from inexpensive materials. They are designed keeping the fashion trends in mind and are not meant to last more than one year.
They are usually made from inexpensive metals and plastic gems. This jewelry type is designed to be paired with different costumes.
Art jewelry is also known as statement jewelry and is meant for wearing on special occasions. They are generally seen in galleries for display.
It is more of a concept form of jewelry. It can be made from a different type of materials depending on the concept behind the design.
Studio jewelry is a blend of art jewelry and fine jewelry. It is generally made from gold and silver and contains a variety of gemstones.
It is usually more artistic than fine jewelry. Studio jewelry is not meant for wearing daily.
High jewelry is a finer version of fine jewelry. It makes use of expensive materials and gemstones and transforms them into a piece of art.
As the name suggests, designer jewelry is designed and made by famous jewelry houses. These are characterized by the high quality of craftsmanship and exquisite quality.
Materials Used for Jewelry Packaging
A wide variety of materials are used for manufacturing jewelry packaging boxes.
The packaging boxes must be well-designed and sturdy for providing protection to the jewelry.
The packaging box will be highly likely used by the customers for a very long time to store the jewelry safely after use.
Some of the most commonly used materials for manufacturing jewelry packaging boxes are discussed below:
Paper and Cardboard
Paper and cardboard jewelry boxes are commonly used for packaging of jewelry.
The paper packaging is versatile and can be designed with different design elements.
The logo, graphics, etc. can be printed on the paper boxes in a better manner. These packaging boxes are also cost-effective compared to other packaging material alternatives.
Paper made jewelry boxes are lightweight and eco-friendly also.
Velvet jewelry packaging boxes are perhaps the most widely used. Velvet is used for covering the exterior of the packaging box and lining the inside of the box.
Velvet is associated with a royal and premium finish and hence it is used to give a more premium finish to the jewelry.
The inner velvet linings not only protect the jewelry it also polishes it gently.
Velvet boxes can be made to package individual jewelry product, or it can have different compartments inside for storing multiple jewelry items.
Leather/faux leather is also used for packaging of jewelry. Leather jewelry packaging boxes are used by designer and branded jewelry stores as it gives a chic and premium look to the packaging.
The box is not made of leather, rather leather is used for lining the exterior and the interior of the packaging box.
The leather is a durable material and it provides good protection to the packaged jewelry and it lasts for a long time.
Jewelry Packaging Design Tips
Jewelry is a premium product and hence the packaging for it assumes even more importance.
The packaging of jewelry must be visually appealing and should offer high utility to the consumers.
A well-designed jewelry box enhances the value of the product for the customers and they get influences to purchase the product.
Some of the important considerations for designing attractive and unique jewelry packaging are as follows:
Unboxing of products is an exciting and pleasure-filled experience for customers even when they know what is inside.
It gives customers a lot of joy and satisfaction. When the product is costly and premium like jewelry the unboxing experience the packaging offers to the customers should be memorable.
The packaging elements like layers of packaging, use of ribbons, decorative tapes, fillers, etc.
should be planned in a manner such that it elongates the unboxing process a little longer.
Seeing their prized possession after unboxing the packaging will leave a lasting and positive impression on them.
Carefully packaged and secured packaging for jewelry also communicates to the customers that the product has been packaged with consideration and that the brand values the customers.
Jewelry is expensive items and needs to be protected. The packaging should be made of materials which will provide excellent protection to the jewelry against impact, abrasions, and other natural elements.
If jewelry gets damaged in any way during transit while reaching the retail shelves and the customers, then it loses its value and will not be sold.
In addition to designing a durable exterior packaging, the internal packaging should also provide extra cushioning, bubble wrappings, and fillers to protect the packaged jewelry.
The durability of the packaging is important as the jewelry packaging box will be used to store the jewelry after use and it should be sturdy to last for a long time.
Minimalistic and Elegant Design
The packaging of jewelry is a little different from the regular fast-moving consumer goods. The packaging for jewelry becomes as important as the product itself.
Jewelry is a premium product and the packaging must match the product profile and should add to the premium nature of the product.
Packaging for jewelry should not be cluttered and printed with too many graphic illustrations.
It should ideally be minimalistic in design and should provide a sophisticated and luxurious visual appeal to the potential customers.
Generally, jewelry packaging makes use of a single bold color with the logo and pertinent details of the brand embossed on it.
Brands are going the extra mile to build mutually beneficial relationships with their customers.
While an attractive packaging along with an exceptional product leads to sales, the brands can enhance the post unboxing experience of the customers to contribute towards future sales.
Jewelers can include two visiting cards inside the packaging- one for the customer and another one for them to share.
Some jewelers even include a hand-written and customized thank you note inside the packaging which makes the customers feel valued.
Rack cards can also be included in the packages which act as reminders for future purchases. These packaging elements of personalization help build brand loyalty and drive future sales.
Consistency in Branding
It is very important to ensure consistency in branding and packaging. The packaging and branding should be made unique by following a consistent and well-coordinated approach.
The colors of the packaging, fonts, illustrations, and other external attributes should be consistent which will help the customers to identify with the brand and associate with it from the packaging only.
Use of attractive typography and hot foil stamping are some techniques used to standardize and differentiate the packaging from the competition.
Tiffany’s premium jewelry brand uses a unique and standardized turquoise color for all its packaging which has now come to be associated with the customers worldwide.
Examples of Good Jewelry Packaging
Some examples of good jewelry packaging are provided below:
Hannah Martin is a popular jewelry brand which makes use of elegant and classy packaging.
The packaging box is black in color and the single tone provides a clean and sophisticated look.
The bespoke domes are used to display and package the jewelry. The packaging is handmade, and the domes provide a retro and classic feel to the packaging.
Endswell’s packaging box is a perfect blend of retro and modern elements.
The brand makes use of consistent color schemes and attributes which leads to brand association.
The clean bold lines provide a premium look to the packaging. The materials used in the packaging are eco-friendly and provide an overall elegant packaging with warmth.
Formia jewelry packaging box is designed in black color with their logo printed on the top.
The packaging is minimalistic and elegant which attracts the attention of the customers.
The packaging box comes with a customized thank you note and rack cards which help as reminders for future purchases and also builds brand loyalty.
The Secret Thay
The Secret Thay is a Brazilian retailer of silver jewelry. The jewelry comes packaged in flexible packaging and can accommodate different types of jewelry items.
The packaging is lightweight and cost-effective compared to the traditional jewelry packaging.
The packaging is in the shape of a pyramid which can be opened to reveal the jewelry.
WOLFE, a popular Australian brand of jewelry makes hand-crafted jewelry and uses only the components sources from Australia and New Zealand.
The packaging is done in dual-tone shades of grey which is minimalistic and feels premium.
The special folding pattern minimizes the use of adhesives to keep the packaging intact. The packaging is durable and will protect the jewelry adequately.
The Donna Avida jewelry packaging combines the traits of simplicity and elegance perfectly.
The jewelry box is designed in premium colors of black and gold. The logo of Donna Avida is embossed on the packaging which gives a neat feel to the entire packaging.
The logo is made from gold vinyl stickers which add to the look of the packaging. The gift bag is in metallic gold with black printed logo.
The iconic Cartier red jewelry gift box is made from eco-friendly material and use coatings which are solvent and plastic free.
The paper used for covering the red boxes contains 50% of PWC recycled fibers.
Pillow Box Packaging
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The red shopping bags are made from FSC (Forest Stewardship Council) or PEFC (Programme for the Endorsement of Forest Certification Schemes).
The packaging is consistent with the popular red color of Cartier branding and provides a premium and elegant feel.
Bulgari jewelry gift box is inspired from their Roman origins and features the Pantheon mesh with the eight-pointed star and gold via dei Condotti doors.
All Bulgari jewelry is securely packaged in the hand- wrapped signature gift packaging.
The single tone gift box has the logo embossed on the front and looks very sophisticated and premium.
The famous Swiss jewelry brand makes use of intriguing black textured packaging boxes.
The brand makes use of eco-friendly materials for designing their jewelry packaging boxes.
They prefer FSC or PEFC certified papers which are totally recyclable and eco-friendly.
The black packaging box with the Chopard logo on the top and beige toned interiors provide a premium packaging experience.
The blue packaging box of Tiffany’s is perhaps the most recognizable and desired packaging in the entire retail history.
The packaging makes use of a single color with the logo printed on the top.
The packaging was so successful that the color has been patented and is not commercially available.
A white satin ribbon is tied on the counter after the sale. During the holiday season, Tiffany uses red ribbon.