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What can be called a piece of jewelry?

Let us consider the issue of nomenclature of the main types of individual jewelry and their elements. All elements of jewelry are divided into: – basic functional ones – determining the way of using this jewelry; – decorative – influencing the external perception of the jewelry; – decorative and functional – influencing the external perception of the jewelry and determining additional possibilities for its use for utilitarian purposes. Different types of jewelry typically have different basic functional elements. Rings are the most common type of personal jewelry. Rings are called jewelry for fingers (hands and toes). The main structural element of the ring is the shank – a rim element that serves to put the ring on the finger (or fingers) of the hands or toes. The shanks of the rings can be made in the form of a solid or open spring hoop, in the form of a braided or glider strap, detachable or having a continuous contour. The shanks of the rings, made in the form of a detachable strap, additionally have a second functional element – a lock. Rings can have a pronounced main decorative element – the top and additional decorative elements – overlays. The second most common item of personal jewelry is earrings. Earrings are removable, pendant personal jewelry, most often used to be worn on the earlobes. Structurally, earrings consist of a locking part (lock) and a base to which parts of the lock are attached. The earring lock is used to attach (fix) jewelry to the earlobe or other part of the body. The main elements of earring locks, depending on the design, are a hook (needle), a bracket, a hook, a loop, a groove, a pin (in the form of a plug or a screw), and a clamp. The base of an earring can have a different appearance, but most often it is made as a decorative element in the form of a ring or the top of an earring. The base of the earrings may have additional decorative elements in the form of inserts, overlays, and pendants. Pendants and medallions. Rounding out the top three most common pieces of individual jewelry are pendant jewelry—pendants and medallions. These pieces of jewelry are designed to be worn as pendants on chains, ribbons, cords, and sometimes pins. A common feature of pendants and medallions is the presence of a fastening element (hanging ring, eyelet, carabiner lock) and a decorative hanging element. The decorative element of pendants, as a rule, does not carry any additional functional load and is represented by a simple pendant. Medallions have a decorative and functional element in the form of a pendant-case. The main decorative element of a pendant or medallion can have a pronounced decorative part in the form of a top, and can also be supplemented with removable or non-removable pendants. A brooch is a piece of costume jewelry that is attached to clothing using a pin(s). Structurally, a brooch consists of a functional fastening element (a needle lock) and a decorative or decorative-functional element – a base, which can be decorated with decoration, and represent a top, and also have additional decorative elements – a top (a highlighted main decorative element), castes with jewelry stones, overlays, pendants. Brooch locks differ in design – needle, pin (plug or screw), in the number of needles in the needle lock and the type of its locking element. Often brooches have the function of a pendant, in which case they are additionally equipped with a pendant element. A bracelet is a piece of personal or costume jewelry designed to be worn on the wrists or forearms, as well as on the shins or thighs of the legs. The main structural element of a bracelet is a splint – a rim element designed to fasten a piece of jewelry. The bracelet tires can be made in the form of a solid or open hoop, but most often they have a split circuit and are equipped with an additional functional element – a lock. Bracelet locks must meet the requirements for fastener reliability and are equipped with additional safety elements in the form of latches, brackets and slip-on loops. A bracelet can have a decorative finish, be decorated with jewelry inserts and other decorative and/or decorative-functional elements – a top (a highlighted main decorative element), overlays, pendants, etc. In wristwatches, bracelets of various types are used as an element of fastening on the hand. A tiara is a personal or costume piece of jewelry for the head in the form of a half-crown. Structurally, tiaras consist of a decorative element in the form of a half-crown, kokoshnik, bandeau or cockade and a fastening element in the form of a hoop, lock, comb, hairpins or ties. Tiaras could be decorated with additional elements in the form of inserts, pendants, overlays, aigrettes, port-bouquets. Clips (for ties, shawls, mufflers, scarves). A costume decoration that has the function of fastening the ends of costume items (tie, shawl, muffler, scarf, etc.) by compressing them tightly. The clips are made in the form of forks or rings and can consist only of a body (in the form of simple and complex rings, buckles) or of a body (base) and a clamping element – a strip, a clip. The front surface of the clips may have additional decorative elements in the form of tops, overlays, inserts, and, less commonly, pendants. A hair clip is a piece of personal (hair clip) or costume (for example: tie clip) jewelry designed to secure hair or costume elements. Structurally, hairpins consist of a functional needle-shaped part (modifications are possible) and a decorative element, which can be decorated with a dedicated decorative element (top), overlays, inserts, pendants, port-bouquets, and aigrettes. A cufflink is a costume decoration that has the function of fastening the loops of cuffs and collars. Cufflinks consist of two fastening parts connected by fastening parts. In double-sided cufflinks, both fastening parts are usually symmetrical or have an equivalent decorative and functional design. In one-sided cufflinks, one of the fastening parts is most often highlighted at the top, has a larger size and/or additional decorative elements. Connecting elements can be represented by links, movable and fixed pins, and brackets. Moreover, the fastening parts or pin can be supplemented with a latch or a rotary fastener. A necklace is a neck piece of jewelry. The necklace consists of a decorative or decorative-functional part and a locking part. The locking part may be absent or made in the form of a “secret” lock (visually hidden in the decorative part of the necklace). Necklace clasps vary significantly in their design, which is determined by the potential security of fastening for a given method of wearing and the design of the product. Locks are often equipped with safety elements. Beads are neck jewelry, a type of necklace. A distinctive feature of beads is the presence of beads (of any shape) strung on a core element, the role of which can be played by a thread, lace, chain, or wire. The beads can have a movable fastening on the beads, or they can be fixed. A necklace is a necklace, a type of necklace in which the main decorative load is shifted to the central part. Structurally, different types of necklaces can differ significantly from each other. Chains (chains) are a type of jewelry that serves as body and costume jewelry, bracelets, ferronnieres, and fastening elements. Structurally, the chains consist of movably interconnected links, a lock and a connecting (winding) ring. Often the links and locks of chains have decorative trim, and are sometimes decorated with jewelry inserts. Such chains, which are a transitional variety to a necklace, are sometimes classified as a separate type of jewelry – a necklace chain. Chain locks, like necklaces, are distinguished by a wide variety, which is determined by the design and features of their wearing. Complete set of jewelry A set of jewelry is a group of personal jewelry or toiletry items that have a single artistic design and are made in the same style. Jewelry in a set can be selected according to the order of the client (buyer, customer, etc.). A set is a group of personal jewelry or toiletries that have a single artistic solution, made in the same style and according to a single sketch (project). Jewelry sets are usually sold without disassembly. Sometimes jewelry sets are created in a single collection with other haberdashery products and/or costumes. WeLoveBrands.pptx

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The best people in the industry oversee your brand development process Font size: The process of creating a strong name for a brand is an art. And the jewelry business is no exception. This is because the name is an important component of the image of any company. And the amount of profit from sales will ultimately depend on how well thought out the image of your salon or online jewelry store is. In order for your brand to “shine” against the background of competitors, the name for it must be developed according to all the rules. You will learn about them and other features of creating an attractive selling name for a jewelry brand from the materials in this article.

How to name a jewelry collection: general requirements

On the way to the ideal name, it is important to know that ultimately it should have the following characteristics: The ability to evoke the necessary associations. Jewelry must certainly be associated with brilliance, luxury, romance and other similar concepts. And, oddly enough, for this it is better to use words that are not directly related to the jewelry industry (such as “Starfall”, “Glamour”, “Temptation”, etc.). Catchiness. This is an essential condition for the memorability of the name of a jewelry store or jewelry store. When looking for an answer to the question “What should you call the jewelry?”, strive to stand out among your competitors. To do this, study your niche and analyze the names of jewelry companies in it: which of them are unremarkable and simply blend in with many of their own kind, and which, on the contrary, attract the eye and caress the ear. Brevity. Again, a memorable name for a jewelry store should under no circumstances be long: the consumer simply won’t remember the 4-5 word name at the right time, and you’ll miss out on a potential buyer. The recommended name length is 1-2 words that will concisely and clearly convey the essence of your brand. Uniqueness. And, of course, do not copy what has already been invented before you, no matter how cool the brand name is. Moreover, from a legal point of view, you simply will not be able to register a trademark under a non-unique name.

7 typical naming principles for a jewelry brand

All jewelry brand names can be classified into three groups. Each of them is characterized by one or another of the existing principles of constructing modern names: Adding the word “jeweler” or one of its derivatives to the name. This thematic group presents names with direct occurrence of a noun or adjective with the root “jeweler” in different languages ​​(“Esthete Jeweler”, “Jewelry Fashion”, “Jewelry Workshop”, “Jewelry House”), as well as those formed with the help of its part ( “Juvel”, “JuveLirika”, “Juveros”, “Gypsy jewell”). Partial use of “juv” or “jewell” makes the association with the profile less obvious, but still understandable. Including a word related to jewelry in the brand name. You don’t have to bother and choose any of the existing names of stones: “Diamond”, “Ruby”, “Emerald”, “Malachite”, etc. But in this case, there is a high probability that one of the competitors in your niche already has that name. Therefore, in order to stand out among them, it is better to combine similar words and their derivatives with other vocabulary and get more interesting options as a result (“World of Pearls”, “Diamond Family”, “Sky in Diamonds”, “Diamond Caprice”, etc.). ). Use of the word “gold” and its derivatives in the name. The predominant number of jewelry brands bear names formed according to this and the following principle (with the exception of original names, which do not evoke obvious associations with a jewelry store). Among them: “Tsarske Gold”, “Golden Key”, “Gold style”. The use of the Old Slavonic word “zlato”, including the female and male names derived from it: “Zlatograd”, “Zlata”, “Zlatomir” also helps to achieve an association with the precious metal for making jewelry. Use of the word “silver” and its derivatives in the name. “Silver” is the second most popular and widespread word in the names of jewelry after the word “gold.” Adding it to the name of a jewelry company also allows you to get interesting thematic options (for example, “Magic of Sreebla,” “Our Silver,” “Candy Silver”). Consonance. Examples built on this principle include the names “Adamas”, “Diamida”, “Aura”. The first name of the idea is based on the word “adamant”, familiar to the Slavic audience – “diamond”/“diamond”, derived from the Greek words “adamas” or “adamantos”. The resulting “Adamas” is consonant with both the familiar word “Adamant” and the outdated name for the diamond “diamond”, thereby creating the necessary association with the jewelry industry. The basis for the name “Diamide” is the already mentioned term “diamond”. With its sound, a beautiful name also evokes images of jewelry. “Aura” in its sound resembles the Latin name for gold – “aurum”. Using your name in the title. This technique has become widespread in the West, where it is believed that mentioning the owner’s name in the brand name is remembered by everyone and therefore brings success, especially if the goal is to monopolize the jewelry market. The effectiveness of this approach is clearly demonstrated by the Austrian company Swarovski, which is famous throughout the world for its jewelry with crystals. Its name comes from the name of the founder of the crystal empire – Daniel Swarovski. And an important point: when developing modern names for jewelry based on the name of the trademark owner, it is better to abandon the suffix “off”, which was fashionable in the past, borrowed from the English language (in the original “off”). Unfortunately, such a move will not make your name cool. Creating new words or expressions. Foreign vocabulary can also be used as a basis for creating new words in Russian (neologisms). For example, such as “Goldius” (from the English “gold” – “gold”), “Silverina” (from the English “silver” – “silver”), etc. The remaining names of collections or jewelry houses can be classified as simply original and sonorous names. Some of them at least hint at the company’s specialization (“Family Treasures”, “Talisman”, “Platinor”), but there are also those that are absolutely not related to the jewelry business profile (“Byzantium”, “Galand”, “Eden”) .

A meaningful name for a jewelry store: what to get inspired by?

To find that perfect name for your costume jewelry or jewelry brand, you need a source of inspiration. After careful consideration of the products, it may be any of the following: The predominant color in the jewelry collection with its shades. In this case, the name can be based on: One of the primary colors (red, orange, yellow, green, blue, indigo, violet). For example, “Krasnaya Presnya”, “Blue Lagoon”, etc. Black, gray or white. For example, “Black Veil”, “Grey Cardinal”, “White Acacia”. One of many shades, including those derived from the names of stones and minerals (“Crimson Sky”, “Lilac Haze”, “Emerald Temptation”, “Garnet Temptation”). A color scheme. If your jewelry collection contains several colors or a contrasting combination of colors, you can look for associations with the outside world. Perhaps they will remind you of late autumn, a holiday by the sea, etc. As a result, names such as “Autumn Kiss”, “Sea Breeze” and other various variations may be born. Materials and elements. Elite fittings, as well as berries, flowers and plant leaves give wide scope for imagination. Having developed it, we get such fancy word forms as “Waltz of the Flowers”, “Berry Cocktail”, etc. Jewelry shape. In some products made from precious stones, a clear geometric pattern can be traced, or the models can be made in the form of circles, droplets, stars, etc. Based on these features, jewelry can be given the names “Wheel of Fortune”, “Spring Drops”, “Finest Hour”, etc. Drawing of minerals used to create jewelry. The idea for the name of a jewelry boutique or a separate piece of jewelry can be inspired by a pattern used in the work in the form of a wave, a leaf, etc. For example, products made from amethyst with imitation water stains on them are logical to be called “Underwater Kingdom”. Natural phenomena. Northern lights, mirages, the belt of Venus, pearl clouds – any of these colorful natural phenomena can serve as the basis for the future name of your jewelry brand. Names of mythological heroes, legends, beautiful female or male names. Namers often turn to mythology for help. The names of such mythological heroes as “Callisto”, “Helios”, “Leda”, “Hymen” are well suited for jewelry themes. You can also focus on the plot of one of the famous legends (for example, about the lucky four-leaf clover – and get the associative name “Talisman of Good Luck”). Also suitable for jewelry themes are such female and male names as “Nefertiti”, “Marlena”, “Daniel”, etc. Beautiful nouns and adjectives. This category includes words such as “dreams”, “lady”, “mystery”, “charming”, “royal”, “naughty” and many others that may come to the author’s mind. Interesting facts. Surely not all of you know that the phrase “black gold” is a paraphrase that replaces the word “oil”. How many more such interesting facts can you find and put them into the name of a piece of jewelry or a salon?

Beautiful names for jewelry: a list of rules for creation

  1. Draw a portrait of your buyer. The first question with which brainstorming begins to find a concept for a future name is “Who is our product for?” To get the most accurate answer to this question, you need to characterize your future buyer according to the main criteria: gender, age, income level, social status, life interests. Based on this, you can get a rough idea of ​​the vocabulary
  2. Describe your product. In this matter, it is important to take into account all factors: what is the range of products, at what price are they offered, what sensations do they evoke in the buyer. Agree that the emotions that choosing or buying wedding rings give are different from those experienced by a visitor to a store selling inexpensive jewelry.
  3. Make an associative series. Think about what the buyer associates your jewelry with and write down all the options that come to your mind. For the same purpose, it is useful to conduct a survey among friends and potential clients of the future boutique. By going through each of the saved names, you can find that very successful word, which by itself or supplemented with a suitable epithet will become a trademark.

No one knows better than you the characteristics of your jewelry, what their “trick” is, etc. Therefore, when involving third-party specialists in the task of creating a name for them, we advise you to take filling out the brief as seriously as possible so as not to miss a single important detail. This increases the chances of choosing for individual jewelry, a collection of jewelry or a store exactly the name that will “speak” for itself.

Three taboos in naming for a jewelry boutique

When thinking about what to name your jewelry collection or jewelry store, it is important to avoid three fatal mistakes that can turn off customers and ultimately lead to the collapse of your business:

Do not use Soviet-style names. Times are changing, and a modern person will not only not be “hooked” by the name of the Zarya jewelry salon – it may even cause rejection. This is especially true for the younger generation, among whose representatives there are quite a lot of solvent clients, the loss of whom is extremely unprofitable for any business.

Don’t overdo it with pathos. Do you think that the words “luxury”, “best”, “elite” and the like in the brand name will help increase its status in the eyes of consumers? Alas, this is not the case (although there are exceptions, but most often they relate to exclusive limited collections of jewelry). Moreover, the presence of such “loud” words in the name can be perceived by the target audience in a completely different way – as a “cry” about their budget.

Don’t cross boundaries. The originality of the name is good. The same cannot be said about excessive originality, which often only causes laughter (as, for example, in the name with an admixture of esotericism “Zen good” for a handmade jewelry store in a Buddhist style). Nobody forbids you to show your imagination, but it’s worth doing it wisely.

Is it worth coming up with beautiful names for jewelry in Latin?

If you are considering whether to give your jewelry brand a foreign name or not, before making a final decision, answer the key question: will your jewelry stores be located in large cities and do you plan to enter international markets in the future?

If the answer is positive, you can safely choose a word written in Latin letters as the name for your company (for example, “Aurum”, “Silver Queen”, “Jewelry Hall”, etc.). In this case, it will not be incomprehensible to an advanced audience, so it will be easier to remember for customers who will more often recommend your brand to friends and acquaintances.

If the answer is negative, then do not try to give status to the future name in this way: a less progressive public is unlikely to understand the meaning inherent in it, and the invented name will not make your brand popular and recognizable.

What requirements must the name of an online accessories store meet?

  • Match the price segment. Agree that online trade in everyday jewelry and online trade in exclusive jewelry are aimed at different groups of buyers. Therefore, the names for each collection of jewelry should be appropriate (for example, for the first option, the simpler “Leona” is suitable, and for the second, the more aristocratic “LePerle”).
  • Match domain name. What happens if the name of the jewelry house is not identical to the domain name? People simply will not be able to quickly find your online store in a search engine, as a result of which they will make purchases from competitors who did not make such a mistake when registering the site.
  • Combine with corporate identity design. If you already have an idea for a logo or sign, come up with a name in the same style. Otherwise, dissonance will arise if the brand bears the name “Goldfish” and the design of the corporate elements is made in silver tones.
  • Exist without being tied to an address. Some entrepreneurs insert into the names of their jewelry stores the address where offline points of sale are located (“Jewelry on Nevsky”, “At Nikitskaya”, etc.). What could this lead to? Moreover, if the store moves, the name will have to be changed, otherwise there will be no logic in such a name. The same thing will have to be done when opening a new jewelry boutique at a different address due to the expansion of the chain’s business.
  • Contribute to the promotion of the online store. It’s good if the title contains a key query or a thematic word (“pendant”, “carat”, etc.). It will be easier to promote such an online store to the TOP of search results.

Glamorous online store name: list of examples of jewelry themes

Online stores of world jewelry brands:

  • Cartier;
  • Bulgari;
  • Swarovski;
  • Tiffani;
  • Chopard;
  • Damiani.

Online stores of Ukrainian jewelry brands:

  • Golden age;
  • Srebny century;
  • SOVA Jewels;
  • Kochut;
  • Oberig jewelry.

Do you want a stylish name for your jewelry brand that will help attract customers? Then to order a naming service, write or call us – and the agency specialists WeLoveBrands will offer you a choice of several bright and semantically strong names.

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