Artist jewelry designer entrepreneurship: does it only glitter or is it also gold?

Abstract

Purpose Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer entrepreneurs are one of the contributors toward creative economy for their role in economic prosperity. This article aims to investigate brand-building efforts of jewelry designer entrepreneurs. This study also aims to explore how jewelry designer entrepreneurs develop and communicate brand narrative, and how brand backstories confer value to jewelry. Design/methodology/approach This study used a qualitative approach. Semi-structured in-depth interviews were conducted with seven Portuguese designer jewelry. Findings The study identified seven themes to reflect the brand narratives of the Portuguese jewelry designer entrepreneurs: designer artists considered the importance of international recognition; designer jewelry uses the ontological metaphor to connect emotionally; designer jewelry making a jewelry piece that is fluid and organic; limited association with fashion; distinctive brand communication; fair pricing strategy; and identifying self as artistic worker. The study also shows that jewelry designer entrepreneurs adopt a distinctive brand communication tactics to connect emotionally with imagine customers. Practical implications This study proposes a general and managerial guide to boost personal brand jewelry designer entrepreneurs through brand narratives. Originality/value This study bridges an academia gap on personal branding, exploring how jewelry designer entrepreneurs develop and communicate brand narrative and brand backstories adding value to the jewelry industry.

Analyse the Connection between Jewelry Design and Consumers

“…A thorough analysis of consumer surveys and brand perception research demonstrates that brand image elicits an emotional response that can lead to strong brand loyalty and even advocacy. It also does much more than just leave a visual impression [22].…”

The Influence of Aesthetics and Apparent Usability on Jewelry Design Preference

“…Recently, Atamtajani & Putri (2020) discussed the design of jewelry made from pineapple skin. Such entrepreneurial and creative jewelry work has become a trend in the western world (Brandão et al, 2021). However, there is very little exploration of creative entrepreneurship that utilizes glass jewelry in India.…”