The most crucial feature of fashion is its change. With the advent of each new style, jewelry characteristic of the previous technique partially loses its aesthetic value. The central part that defines fashion is a novelty.
Aesthetic losses associated with the out-of-fashion jewelry make them sell these products at discounted prices (buying precious metals from the population) or remake them in workshops for individual orders.
It is necessary to dwell on the provisions that determine the origin and change of fashion. It is interesting to note the certainty of the fashion development process. Usually, the novelty of the form is perceived at first in its pure, constructive form. Then, gradually, due to aging, fashion begins to "overgrow" with various offers of new and new decorative solutions until, in the end, it exhausts itself to the end. After that, a new fashion arises.
According to the degree of fashion, jewelry can be divided into the following groups:
1) made according to the latest fashion proposals;
2) recommended as fashionable for the current seasons;
3) products of the past years of classic shapes that continue to be fashionable;
4) out of fashion, old-fashioned.
Due to its high material value, jewelry is less susceptible to the categories of "fashionable" "old-fashioned" than other decorative and applied art objects. Still, nevertheless, they also express the essence of a style characteristic of a specific time.
Nowadays, the life of jewelry has become shorter. Mass-consumption products become obsolete on average about every 5 years. Therefore, the main task of a modern woman when choosing jewelry is to determine the duration of its life cycle. Which is greatly influenced by the number of similar products in jewelry stores.
Jewelry, like any other, goes through four stages of development:
1) bright personality,
3) mass distribution,
A modern woman needs to know this to spend her money on new products.
As studies have shown, women in Russia differ markedly in their willingness to try out jewelry of unusual design. Every region, every age, and social group has its own pioneers and followers. Some women are the first to perceive the novelty. These include mainly women 26-39 years old who have higher or incomplete higher education, dreamed of becoming artists or artists in childhood. Do not consider themselves beauties, and love everything extravagant. According to the horoscope sign, Sagittarius, Pisces, Aries is more often.
Opinion leaders include women who perceive new ideas early, although with caution. According to surveys, they have women, 23 - 48 years old, well-settled in life and happy with everything. They often consider themselves the first beauties and authoritative connoisseurs of precious stones. According to the horoscope, these are often Taurus, Capricorn, Libra.
The early majority are prudent women. Their age is 27-50 years old, they often have daughters who read fashion magazines and travel. Such women are rarely leaders at work, according to the horoscope of Virgo, Gemini.
The belated majority is skeptical. These women perceive the jewelry as a novelty only after almost half of the city wears it. These are women 25 - 60 years old, often with complexes. When buying, the main thing is to show that she is not poorer and not worse than others. According to the horoscope, there are different signs.
Orthodox people are often suspicious of changes and perceive jewelry novelty only because it has already become a tradition.
As recent research by marketing specialists has shown, the buyer does not acquire an object but the emotions it causes. The speed of perception of jewelry is influenced by the following characteristics:
1. Comparative advantage is the degree of apparent superiority of the product compared to those available to friends and acquaintances (brighter color inserts, unusual shape, larger size, metal color).
2. Compatibility of the product with existing collections or clothing styles.
3. The ability to emphasize the owner's prestige and excellent taste.
Currently, in the manufacture of diamond jewelry, there is a clear trend of widespread use of the "pavé" technology for diamonds of fancy colors: brown, yellow, black, and pink. There are various designs, from small surface finishes to large ornaments decorating the entire structure. At the same time, tiny diamonds (from 30 to 200 pieces per carat) are used, most of which are imported from India.
Product enlargement is another design direction. The necklaces with diamonds combined with gemstones.
Tourmalines, spinel, aquamarines, and colored garnets. Quartz is very popular. All its varieties (pink, smoky, gray-blue, hairy), often complemented with diamonds, can be seen in the most fashionable collections. The most spectacular type of cut is selected to best emphasize the beauty of colored stones. A minimum of metal is used for fastening. Cabochons of various forms are very popular, most often placed in deaf castes.
Original combined jewelry with detachable elements quickly becomes fashionable, making it easy to change its purpose: the pendant soon becomes a brooch or even an earring.
Rings with flowers and insects are also new in the design.