Monday, 13th December 2004 (4326 views)

Consumer preferences and latest looks are continuously changing, according to jewellery firms.

According to the New York Times, in the world of jewellery forever does not mean as long as it used to and items are not kept as favourites and continuously worn.

Female consumers are constantly looking for new items and creating new trends and jewellery companies are now learning to respond to this.

One example is Bulgari, which has just launched a new necklace made from a tangle of gold chains with semiprecious stones cut in octahedral shapes, to offer yet again something new and innovative for shoppers.

Chairman of Tiffany, Michael J Kowalski, explained its approach to trends to the New York Times: "We look at the difference in behavioural terms.

"When a woman buys jewellery from a fashion brand, she is first and foremost adding an accessory to her outfit. When that same woman walks into Tiffany, she enters with a different state of mind."

 

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