For successful sales, it is very important to present the product correctly. Sea of Glitter jewelry is a unique and memorable product. Our collections are selected by our own design studio. We monitor all global trends and keep only jewelry that is unique to the Russian market.
I would like to pay special attention to the uniqueness of the jewelry. The site presents more than 20 different collections. Each collection is a story, character, mood. Your Clients will definitely find jewelry to suit their taste.
The task is to make it expensive, but sophisticated
GRAFF is a British jewelry house with a 60-year history. Its creator, Lawrence Graff, is a true fan of diamonds and a recognized master of their processing.
Graff jewelry is incredibly expensive. The price of one product reaches a million dollars. These are luxury goods for true aesthetes and connoisseurs.
“A good gemstone is beautiful in itself, and you need to think a hundred times before making jewelry out of it,” Lawrence Graff likes to say. Therefore, advertising jewelry in the style of the new “Russian lukhari”, to create more pathos, was completely inappropriate.
The difficulty was precisely that the Customer did not formulate a clear concept for the future video.
Main wishes for the video:
- Stylish, expensive, but not pretentious.
- Emphasis on decoration, nothing superfluous in the frame.
- Cause a WOW effect.
- For people with refined taste, for the “initiated”.
In all other respects there is complete creative freedom.
The task was to present a new line of individual jewelry from the “The Eye Collection” series. Bracelets, pendants, and earrings with diamonds.
The entire line had a common concept - according to ancient legend, female rulers wore special magical talismans with a name and a built-in magic eye that warded off evil spells and killed the bearer’s enemies.
Modern possibilities of using silicone bracelets
The main function of these practical, bright and comfortable to wear accessories is to attract the attention of others. They cope with it with honor. However, today silicone bracelets with a logo are used to solve many other problems, for example, for:
– attracting people’s attention to some social problem,
– identification of participants in an event,
– admission of visitors to various cultural, entertainment or sports establishments;
– advertising companies to promote brands, companies, services or product lines.
The use of bracelets in different colors, if necessary, allows you to differentiate the status, powers and privileges of the owner of this accessory.
Accessories of absolutely any color are made using special equipment, mono- and multi-colored, as well as those that glow in the dark. To apply information data, special paints are used that have the property of not being washed off. Embossing and silk-screen printing are widely used, and there are resources for adding three-dimensionality to images (3D effect).
How magic is created
The main wish of the Customer was photorealistic graphics. After all, the main value of GRAFF jewelry lies in the filigree work of the craftsmen. Special effects were allowed, but nothing should distract the viewer from the beauty of the products.
The customer provided us only with photographs of the jewelry:
All 3D elements had to be modeled from scratch ourselves.
The essence of the advertising concept : particles are collected from particles in the form of stardust, and diamonds crystallize from them and are inserted into the jewelry frame.
As an example, we offered this reference to the Customer and received approval:
All that remains is to come up with and plan how to technically implement the chosen concept.
The painstaking process of Research and Development (R&D) began. When an art director and motion designers study works of similar themes and methods of their implementation, try, experiment, and decide how to construct the work.
On any non-standard project, time from a week or more is allocated for R&D. Video production must not only fulfill the Client’s task, but also select the optimal solution in terms of time and final cost.
We studied a lot of jewelry advertising work by Western motion designers and made several test models in the Houdini program.
Here's what we got:
Master classes
Every weekend Natasha and Lisa conduct master classes on making wedding rings, jewelry and modeling from jewelry wax. The lesson lasts six hours and is designed for two to three people - there are not enough jobs for more than that. Half of the clients are lovers: the groom makes a ring for the bride, and vice versa. Often master classes are given to them by friends when they find out about the wedding.
During the lesson, the girls show participants the sequence of processes, teach them how to use tools correctly and help if something doesn’t work out. All processes are reversible - if clients mess up, jewelers will fix everything.
The cost of the master class is 6 thousand rubles per person. This amount already includes the price for the metal, if it is silver and ornamental stones. For gold rings and stones, they pay extra for their cost at the current rate: now it is 2.9 thousand per gram of 585 purity and 3.2 thousand per gram of 750 purity. You can bring your own metal - the girls don't mind melting down old family heirlooms. But in such cases it is difficult to be responsible for the quality and purity of the alloy. Sometimes people brought grandma’s gold, and there was so much mixed in it that the metal was difficult to melt or broke in the process.
Workshop on Zvezdny Boulevard. The room is divided into zones: a living room for visitors, a desk, workbenches and cabinets with equipment
Overdose of small particles
The client reviewed our concept and found it redundant. After discussion, we decided to move towards minimalism, conciseness and elegance. The client requested fewer distracting elements and more emphasis on the decorations themselves.
We accepted the new introductory notes and set to work developing styleframes. They decided not to completely abandon the idea with dust particles, but to use them as an emphasizing element.
Small details, “rusks” in our language, accompany the decoration, but do not catch the viewer’s eye.
Before making styleframes, we developed 3D models of jewelry from scratch. It was still painstaking work - to make a detailed 3D model of a piece of jewelry from a photograph from one angle. We still remember how the Customer explained to us the principle of operation of the fastening mechanism on the bracelet.
But still, through joint efforts, we were able to convey the shape of the jewelry in 3D as accurately as possible.
Here's the result:
Rings
Natasha and Lisa make wedding and engagement rings: some they design themselves, while others are created at the request of clients. The customer himself chooses the metal, color, texture, stone and width of the rings. Before making the decoration, a 50% advance payment is required.
Once the parameters are selected, the girls calculate the proportions of the alloy. Next, they make a wax ring, cast a sample in metal, polish and grind it, insert a stone and put a stamp on it. It takes an average of four days to make a ring, but due to approvals from the customer and stamping at the Assay Office, the process extends to 2-4 weeks.
It is easier to work with silver than with gold. Silver is easier to melt, it is cheaper and more profitable to sell. Silver rings with gilding are often ordered. Gold is a refractory metal: it is more difficult to melt, it is more difficult to reduce into a ring. To change the color of gold and give the product more strength, nickel, copper, cadmium or zinc are added to it.
Animation stage
The Client was completely satisfied with the new styleframes, and we started animation. The video sequence was built on the basis of editing transitions. Each subsequent product was demonstrated from a new angle.
We decided to move away from a single camera so that the presentation of each new decoration would be different in meaning and presentation.
The client was offered two options for the video:
for 30 seconds
and for 45 seconds
The Customer himself wanted to see more scenes with decorations from different angles. We took the position that 30 seconds is enough to advertise a jewelry product and that we can do without repetitions.
Results and plans
Monthly profit in summer is 300 - 500 thousand rubles, in winter - 150 thousand.
During the season, custom-made rings and master classes bring in 40% of the profit, and 20% comes from the sale of ready-made rings and collections. During the off-season, the number of master classes falls, so 80% of the profit comes from orders and sales of finished products.
The girls are not planning to expand - they are comfortable working at this level. Above all, they want to grow as artists and develop new collections.
Operating expenses in September 2022 - RUB 480,000
| Materials and production of jewelry | RUB 245,000 |
| Taxes | 130,000 R |
| Rent and expenses for the store | 100,000 R |
| Communal expenses | 5000 R |
Materials and production of jewelry
RUB 245,000
Rent and expenses for the store
100,000 R
Communal expenses
5000 R
How the music was selected
The final stage is music.
We have collected about 15 composition options with accents on the classic style. The client settled on this beautiful symphonic piece:
After this, it remains to collect all the agreed upon stages together.
Result
This was our first project in the style of “jewelry visualization” and immediately an order for a premium-class video. We are glad that the project was successful. The client was so satisfied that in the future we made two more branding advertising videos for jewelry for him.
Top 5 tips: pitfalls of collaborating with bloggers
1. Control the timing of approval and publication of advertising. Bloggers are creative individuals, so don’t expect everyone to send you content for approval on time, even with 100% payment. It’s better to remind yourself 3-4 days in advance that you never received an advertising post from them.
2. Discuss photo content before payment, since not all bloggers will agree to post your photos even in good quality. For example, top bloggers prefer to publish photos in their style, in this case, offer a photo session with your products in the studio or office.
3. Always draw up a technical specification for the blogger. This way you will receive good quality content and be able to control all stages of cooperation: from agreeing on a date to publication.
4. Reporting documents: not all bloggers work under a contract or as an individual entrepreneur, especially microbloggers with a small price for advertising. Therefore, check in advance whether they can provide accounting documents.
5. If you want to advertise and your budget is limited, offer barter: an advertising post in exchange for a product. Even top authors may be interested in your offer if the product is expensive or relevant to them.
