Every piece of jewelry tells a story. Ask any woman about a piece of jewelry she’s wearing and you’ll hear a tale of romance, travel, adventure, friendship, celebration or personal epiphany.
I got this in St. Martin. I looked at it in the store and I loved it. My husband snuck back the next day and bought it as a surprise.
Jack bought this for me when he was in Asia. It’s Burmese jade. It’s a really powerful stone. The ancient Chinese believed it provided protection and could even make you immortal.
This charm is an angel’s wings. My sister gave it to me before she moved to the west coast to let me know she’d always be looking out for me.
My parents got this for me as a graduation gift. I was the first person in my family to graduate from college.
I bought this for myself the day I found out I was cancer-free.
I found this in a tiny little shop in Nantucket and thought it was the most beautiful shade of blue I’d ever seen. Every time I touch it, it reminds me of walking along the shore and staring out into that beautiful sea.
So I wasn’t surprised to read Roy Williams’s Monday Morning Memo reciting the story of a jeweler who gave away 500 free charm bracelets. The people around him said he was crazy, and that he’d lose money on the deal. But this jeweler knew better.
Sure enough, after giving away 500 free charm bracelets, he sold $100,000 in beads and charms. Only 28 people who took a bracelet failed to buy a charm for it.
Jewelry is about relationships; relationships with our spouses, our new loves, our family, our friends, and ourselves. The jewelry we wear speaks volumes about who we are. Women love talking about their jewelry. But I would argue that it’s less about bragging and more about communicating; communicating something about who they are and what’s important to them. Yes, sometimes what they’re communicating is “He spent a lot of money on me,” or “This is one expensive piece,” or “I have fabulous taste.”
But there’s much more to it than that.
So, please, enough with these ads showing fashion models with pouty looks on their faces. Show me some jewelry ads that focus on what the jewelry’s communicating. Close-ups of the piece of jewelry are nice so you can see what the jewelry looks like, but what does it mean to the person wearing it?
Perhaps more jewelery designers should take note of Di Modolo’s success promoting not just their jewelry, but insight into a woman who wears it.