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Guild of Screen Actors received awards, which, in the absence of good news from the screenwriters, immediately acquired scope. However, the media themselves noted that this spectacle is not able to replace the main movie ceremonies, if only because Oscar in 2007 watched 40 million viewers, and the current ceremony of the Screen Actors Guild - only 6.1 million. Yes, and in composition participants is an obvious second-rate event, it's no wonder that National Jeweler guests were unceremoniously called "starlets": the backbone of those present was television stars, who in the table of celebrity ranks are not in the first roles.

From this point of view, the "Globe" and "Oscar", even the "Grammy", which was held on February 10, thanks to the agreement reached with the writers, that they will not picket it, considerably loses the "Globe" and "Oscar". This is also due to the fact that musicians, no matter how popular they are, are inferior to movie stars in the unofficial American hierarchy of stars, which occupy the highest position in the classification of celebrities.

The Oscars ceremony itself is outside the framework of the month in question, but by the time it was held, the producers and writers had managed to conclude a "lean world". So the jewelers again had the opportunity to decorate with their jewels the Hollywood gods. There remains a problem, and this is noted by the American media, which consists in a steady, year by year, drop in the ratings of the broadcasts of the largest musical and cinematic ceremonies. And it's obviously not just whether the events are good or bad, but also in the overall gradual reduction in the US broadcast television audience.

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Following the "Globe" jewelers lost and much less significant ceremony People's Choice Awards. Awarding of awards took place in a reduced format and without defile on the red carpet.

In this situation, the value of other secular events has sharply increased, which otherwise would not have received so much media attention.

So, the Internet tabloids in detail, with a large number of large photos described the annual gala reception of the National Board of Review in New York, where Kate Winslet, Michael Douglas, Catherine Zeta-Jones and other celebrities posed against the background of the backdrop with logos of Bulgari. Photo reporters went to one of the film premiers to capture Sarah Michelle Gellar in earrings and bracelets from Amrapali of Jaipur.

A special event for New York was organized by Chanel "Night of Diamonds". On January 17, the "Vendome collection" of diamonds was presented to the rich and famous inhabitants of the metropolis in the Main Ballroom of the Plaza Hotel. According to the idea of ​​the organizers, 20 pieces of jewelry art appeared in motion - on well-known models. All the ladies were dressed exclusively in black and white colors - to create the most advantageous background for jewelry, and also to match the spirit of the 1930s, in which the stylistics of the evening was sustained.

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Another blow to the American jewelry industry was threatened by a strike of writers, which began on November 5 last year.

Thanks to coordinated actions and trade union solidarity, the Guild of Script writers managed to disrupt the ceremonial holding of the 65th Golden Globes awarding ceremony, which as a result turned into a press conference. The guild was also ready to boycott the presentation of the Grammys and Oscars.

All this caused pretty worried jewelry companies and industry organizations.

"From the point of view of the jewelry industry, this is a real nightmare," said Michael O'Connor, senior vice president of marketing communications and public relations at the International Platinum Guild in connection with the cancellation of the Golden Globe. - At 42 designers, figuratively speaking, have beaten out a red path from under legs. They lost the opportunity to raise consumer awareness of their brands and lost the opportunity for a traditional celebrity placement. "

In fact, by appearing on the "red carpet" before the start of the ceremony, Hollywood celebrities set the tone for a year ahead. The ceremony is taking place, the decorations are removed to the safe, but there are still photos that do not go off the pages of fashion magazines throughout the year.

It would be superfluous to recall that a year ago, it was with the Golden Globe that a counterpropagandistic campaign against the film "Blood Diamond" began, when in the midst of disputes over the diamond industry a number of celebrities, including Beyonce Knowles and Jennifer Lopez, appeared at the ceremony in diamonds.

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De Beers, Gareth Penny, who at the diamond conference in Tel Aviv urged the industry to include new markets for China and India in its growth strategies to ensure continued demand for diamonds.

"These markets will grow in the next decade, and we need to pay more attention to them," Penny said.

In addition to the task of growing the presence in Asia, he noted the need for improved retail sales and a "collective" marketing campaign in support of diamond jewelry. "De Beers can no longer do this alone," Penny said.

In its marketing strategy, De Beers already pays considerable attention to India. In particular, the "Diamond season", the annual monthly company for promotion of diamonds to the consumer, organized by the marketing department of De Beers Group Marketing, is held there.

The campaign, which took place from December 12, 2007 to January 12, 2008 in six cities of the country, coincided with the Indian wedding season, which is one of the periods of the highest jewelry sales. Prasad Capre, Commercial Director of DBGM, said that in 2007, India saw a 27% increase in polished consumption.

Within the framework of another action, six well-known women of India were invited to develop a design for jewelry with diamonds. Jewelry was produced in six Indian jewelry companies and sold through online auctions. Revenues went to social projects.

The goal of this initiative, which was proposed by De Beers through the Diamond Information Center, was to strengthen the public image of diamonds and FOREVERMARK technology in India.

Six of these jewelry were sold at a price of $ 8,200-5,5800. Each of the designers independently decided what would profit from the sale of his product.

In China and India, there has been an increase in the number of purchases via the Internet. The volume of online sales in China grew in 2007 to the level of $ 3.8 billion ($ 2.4 in 2006). In India, the B2C (business to consumer) market increased by 50% and reached $ 1.2 billion.

Retailers of jewelry in the Asia and Pacific region, which can become part of the Internet market of these countries, will have an advantage over Western retailers, whose place in the network market is already occupied by such giants as Amazon, eBay and Blue Nile, which seized a significant segment of the consumer audience thanks to a good service, a user-friendly interface, and also that "caught the moment".

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hairman of the Israeli Diamond Institute Moti Ganz called on the producers of raw diamonds to support the advertising of diamonds as a luxury item. "Every rough diamond producer should take part in the general advertising of diamonds. This task can not be left to individual companies, "Gants said. In Ganz's vision, all producers must act like De Beers, which invests 3% of its profits in advertising campaigns. "For a long period of time, this will justify itself, as awareness of diamonds in the consumer market will increase," he added.

As for De Beers itself, shortly before the conference National Jeweler said that the company decided to cut its marketing budget in the US. According to Sally Morrison of the Diamond Information Center, this is done under the influence of the feeling that the development of the US economy will slow in 2008.

In De Beers, it was decided to cut spending on advertising aimed at women. Instead, efforts are planned to focus on promoting diamonds to male buyers.

It is noted that following the news that the two jewelry chains (Alpha Omega and Friedman's) entered into a bankruptcy process, De Beers' statement was another blow for the already already experiencing difficulties of the American jewelry industry.

"If you look at the new consumer markets in China and India, you will see a huge growing demand," notes DTC Managing Director Varda Shine at the London Economic Times. "For the US, it will be a very difficult year."

According to her, the cost of large diamonds will grow, and more as a valuable investment of money than artistic products. "The cost of very rare stones, regardless of whether they are blue or pink or large white, will grow. Especially rare are like art objects. And the number of billionaires is growing, "Shine adds. Varda Shine emphasizes that the super-rich, whether Americans, Chinese or Russian, want exceptional stones. "Higher quality, larger size and any colors."

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Some analysts suggest that the financial health plan proposed by the George W. Bush administration may have a beneficial effect on the state of affairs in the jewelry industry.

The failure season of holiday sales in 2007 demonstrated to the American jewelry industry what to expect in 2008: weak demand and sluggish sales, writes IDEX Online analyst Ken Gassman. During the current year, low demand for jewelry in the US market is expected. The growth of the US economy is slowing down, the real possibility is the decline. Historically, when economic growth slows down, sellers retreat, and demand for jewelry is constantly falling. This is typical for this forecast: despite the weak demand for diamonds, it is expected that overall sales in the industry will increase. This is in stark contrast to the previous slowdown in economic development, when jewelry sales declined year on year. What distinguishes this moment is inflation. While the pressure of inflation usually leads to a decline, the US jewelry industry, as a rule, becomes an exception to this fundamental law of the economy. For nine of the past 12 years, retail prices for jewelry in the US market declined, despite the cyclical nature of the economy. But this will not happen in 2008. With a gold price of $ 900 per ounce, galloping inflation in jewelry prices is expected at both levels (producer and consumer).

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In the western markets last year there was an easy slowdown. In Italy, mainly due to the increasing demand for jewelry with precious stones, and in the US, due to the increased demand for ornaments with a lower gold content, there was a moderate drop in demand for gold. The US market was under the influence of increasing consumer instability, partly caused by the credit crisis.

Never before has the index of consumer confidence in the American luxury industry been as low as at the beginning of 2008. The index of consumption of the luxury goods industry by Unity Marketing fell by 23.8 points relative to the 3rd quarter. and in the 4th square. was equal to 63.6 points - the lowest index for the entire measurement time. According to the survey, the same trend was also observed in the sphere of consumption of luxury goods and services: expenses for them fell by more than 20 percent compared to the first half of the year. This time, according to the head of Unity Marketing Pam Danziger, rich buyers just feel the same problems, like the rest. "Since the beginning of our research in 2004, never before has consumers of luxury goods looked so gloomily at their financial situation, the development of the country as a whole and their planned expenses." The survey involved 1281 people with an average income of $ 155,700, an average of 46.6 years of age.   "Their concern is being passed on to luxury market participants around the world, many of which report their weaker sales in the US in such an important fourth quarter," Danziger said. Economic Forecaster Unity Marketing Tod Bodenberg says that the short-term outlook is disappointing. Light at the end of the tunnel, he said, could be the Fed's recent decision to lower the interest rate. "The growth of inflation due to the increase in the supply of money in the economy can partly induce consumers to look at luxuries as an investment investment."

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According to a recently published GFMS report, the production of gold jewelry will be reduced by about 20% in the first half of 2008. GFMS President Philippe Clapwijk noted that in 2007 the production of jewelry increased by 5%, despite the increase in gold prices by 15% (in dollar terms). Predicting the state of the market for 2008, Klapwijk said that "the continued rise in gold prices and the volatility of the market that we see today will most likely lead to a drop in demand for jewelry. At the moment, we assume that demand will fall by 20% in the next six months. If, as we believe, prices continue to grow, then in the second half of the year there will be a similar trend. " The report shows that in the first half of 2007, demand increased by 44% compared to 2006, which was mainly due to a relatively sluggish market in the first half of 2006. However, in the second half of 2007, growth was less dramatic - on 12%. The greatest increase in demand for jewelry was observed in the Middle East, where it grew by 70 tons. The bulk fell to Turkey, where foreign and domestic trade was particularly lively. In addition, the country benefited from relatively stable gold prices, which in 2007 increased by only 4% (average annual percentage growth). East Asia was the second largest consumer of gold by weight, mainly due to an increase in the purchasing power of China, which, in turn, is the result of a growing income level of the population.

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The average consumer, according to a survey of the US National Retail Federation, looks somewhat more wasteful than in the Discover Card survey, and was ready this year to spend $ 122.98 on gifts for Valentinov's day ($ 119.67 last year). The total cost of the holiday this year was expected at $ 17.02 billion. Traditional gifts (sweets, flowers, ornaments) have somewhat moved, as some consumers prefer more practical gifts and gift certificates (more than 12%, for comparison, in the past year - 11.3%). The greatest expenses were planned by people aged 25-34 (average 160.37 dollars), followed by the age group 18-24 (145.59 dollars).

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The most popular answer to the question, "What, in your opinion, is the best gift for St. Mary's Day?" Valentine? "Was" jewelry. " About 30% of women said that in the past they themselves bought presents for this holiday. In 90% of cases it was jewelry. The third annual survey of the St. Valentina from Discover Card showed that 34% of the respondents planned to present the jewelry as gifts (46% of men and 23% of women), and 22% said they wanted to receive the jewelry as a gift (13% of men and 30% of women). Men planning to present a gift to their beloved by the Day of St. Valentina, said they are going to spend an average of $ 98.2 (compared with $ 100.1 last year), and women - $ 54.2 (compared with $ 51, .2 last year). The unmarried and the unmarried were going to spend on gifts more than those who are married. About 85% of respondents prefer to shop for this holiday in the store and only 22% - on the Internet. As stressed in Jewelry.com, women's expectations for this holiday for the most part will remain unfulfilled. As the chief editor of the popular website, Virginia Halevi, noted, this year, it seems that Cupid will show more budget consciousness. "Each annual survey shows a divergence of expectations and reality, but this year we were really surprised that women have moderated their financial expectations - even on Valentine's Day. Many of them still count on jewelry, but such that will be affordable for their men. "

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American trading networks reported the worst indicators of January trade since 1970. According to Pam Danziger, President of Unity Marketing, the attitude of consumers of luxury goods is strongly dependent on lack of confidence in the country's leadership, they will move to a more accurate expenditure of funds for luxury, at the extreme least, before the November presidential elections. This is especially true for consumers with an income of less than $ 150,000. "Buyers prone to expensive purchases are satisfied with" small luxury. " So, instead of buying a new Gucci handbag, they will be limited to a new perfume bottle of this manufacturer, "says Danziger. "They will go on sale and at discount stores, in search of the necessary goods at a lower price will turn to the Internet." However, Danziger notes that even in the current conditions of recession, the participants of the luxury market have their own opportunities. In particular, this year can be successful for American designers, both at home and abroad. The second most important event for the jewelry industry in the year is (at least in the US) St.Valentine's Day. Valentine. According to the annual survey Jewelry.com, more than half of women said that they dreamed of receiving a gift with a diamond as a gift. Rubies, which were preferred by 16% of respondents, took the second most popular place.

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The sector of inexpensive gifts and accessories (cost up to $ 50) in the Russian Federation is growing at a rate of 20-30% per year. The main advantage of costume jewelry is its relevance. Most women are more willing to buy quickly emerging out of fashion jewelry from non-precious materials than from gold or other precious metals. Women's logic is clear - a gold chain can not decorate the same way as a chic necklace bought for the same money, for example, from synthetic stones. In addition, in jewelry are used such materials and forms that can not be used in jewelry. Contribute to the growth of demand for fashion jewelry and fashion magazines, populjariziruyuschie accessories. These publications are preparing to buy jewelry at least 25% of potential buyers. The bijouterie sector is in dynamic interaction with the sector of diamond products. On the one hand, costume jewelry replaces poor girls with diamond luxury and thereby fosters their taste and prepares for a responsible and high position in society - to be the owner of diamonds. On the other hand, wealthy women lose, they test creative jewelry ideas on bijouterie, meaning in the future have an actual diamond product. Perfumery: Observance of personal hygiene is not a matter of fashion, but a conscious adherence to the rules of ethical behavior. When developing the name and conceptual positioning of TM Etika, we purposely left applications: cleanliness, freshness and comfort, caring for the family - many Russian brands are already fighting for this niche from toothpastes and washing powders to women's pads. The culture of consumption of personal hygiene products gives something more - it is health and impeccable manners of behavior, thereby, self-confidence

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Competitive analysis of the goods market today is conducted in the aspect of conceptual positioning and using the philosophy of the commodity matrix. Also, strategic controlling of commodity group positioning indicators helps. The core of the positioning strategy is the benefit matrix and the matrix of the value spectrum. Matrix preparation for individual and umbrella brands is practiced. For each product group, positioning is formulated. The practical value of the developed positioning is the areas and rules for further promotion of the commodity group. Based on the overall positioning strategy, each entrepreneur builds individual tactics. Here it is important: • to come up with an original concept of your product and create "working" mechanisms for its implementation; • think over the algorithm of product promotion in the market; • tastefully select image components; • build a literate information policy, provide worthy media support to your product. The market has a lot of agencies that help to develop an optimal positioning strategy. However, usually agencies work with a lot of dissimilar customers and therefore work out a generalized program reflecting the current business environment. Models are, for example, such plans: • Development of a textual, lexical, semantic component of the strategy (the basic message package, that is, the main idea declared by the target audience for possible repositioning of the brand, slogan, topics of publications in the media and current topics for possible press conferences and round tables, style of submitting text materials ). • Development of a visual, imaginative, style-building component in accordance with the core image strategy (logo, typology of iconic visual elements, plot image, color gamut of visual communication). • Development of a dynamic component: possible scenarios and venues for promotion actions corresponding to areas of increased interest of the target audience and the main parameters of the basic marketing strategy. • Basic media plan (a list of information channels and media, types of advertising and journalistic materials), adequate to the parameters of the target audience and brand features.

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Jason of Beverly Hills and Aisi Fresh are new jewelry suppliers for those who like bling, writes the Los Angeles Times. Although Jacob Arabo created this style in the mid-90s, blinded by the brilliance of P. Diddy, Jay-Z and Notorious BIG, a new generation comes to his heels, picking up a business that he can lose as a result of problems with justice. King Johnny and TV Johnny Dang in Houston, the brothers Avianne and David Bling in New York work in the same spirit. But Jason of Beverly Hills and Aysi Fresh in Los Angeles deal with the most promising clientele and have connections in Hollywood, the music business and the sports industry. Jason deals with Jessica Alba and Lindsay Lohan, Aisi Fresh's products are worn by Paris Hilton and Nicole Richie. In hip-hop, "disassembly" is held publicly. But in the jewelry business the competition takes other forms: down to hints that the rival, in the guise of diamonds, is trying to foist on synthetics. The winners are those who work faster, better, well, and, of course, those whose products are larger

According to the fashion expert Macy's Laura Scara, this season is all glamorous and metallic. Kohl's Vice President of Fashion Trends David Hacker claims that bracelets and cocktail rings are indispensable attributes of the season. However, necklaces remain at the top of the popularity list, especially when combined with pendants.

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Jewelry designer Karol Taylor uses for his work ancient gemstones. Many stones, according to her, are only getting better under the influence of time. Helena Crodel of the Jewelry Information Center explains that the use of antiquities in jewelry meets the current very popular request for "sentimental" jewelry. Such products bear a definite patina of romanticism and may well become family relics passed on from generation to generation. One of the adherents of the new trend, George Mandelbaum, nevertheless, believes that there is a certain framework of common sense. So, it's hardly worth changing a bracelet from Cartier worth $ 1 million. "It's like marrying Marilyn Monroe, send her to a plastic surgeon."

Of the popular types of jewelry, Western media note diadems (tiaras). Somewhat earlier, this topic was touched upon by the Russian federal press. But if in the Russian media it was a question of expensive luxury items, then American tennessean.com notes that along with luxurious diadems with colored stones and diamonds from Cartier for 455000 dollars there are also simple options on the market: inexpensive silverware with false diamonds for 9 , 99 dollars from the company Art Deco.   Last year Harry Winston sold four diadems: for the bride, beauty queen, some celebrity and collector. Now Susie Korb, artistic director Harry Winston, is working on a diadem that can transform into a necklace. His version offers and designer Penny Preville.

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The rings continue to grow in size. This trend was noted already during the autumn exhibition in Vicenza. Constellations of diamond pavers, placers of precious stones and popular cabochons of all colors (although the most popular still turned purple), combined with a massive frame create large and beautiful decorations. Gold, as expected, was very popular this time. All its shades are in fashion, but the preference was still given to yellow gold. Despite the continuing rise in the price of gold, some Italian designers continue to display heavy products of gold - mostly bracelets - to those buyers for whom fashion is more important than money.

Throughout 2007, the jeweler from artifacts regularly appeared in the center of the press. It has become fashionable to use pieces of antique jewelry in the production of today's jewelry. This involves a lot of designers. Among them - Bernard Reller of Reller Gold (Gainesville, Florida). Its highlight is the use of values ​​that are raised from ancient ships sunk in the Caribbean Sea. Richard Corwin, president of Wideband Jewelry, uses old coins for work. He claims that these coins allow his products to rise above modern design through the fusion of art and the value of treasures.

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This movement towards color resulted mainly in the appearance in the jewelry palette of pink and purple tones. Recently, violet has come into fashion and has appeared in the design of jewelry in the form of shades: purple, lilac and plum. This color will undoubtedly become the most popular this year, especially after jewelry designers have seized the initiative from fashion designers. Although it seemed that last year's walk into the realm of the otherworld was a thing of the past, but several designers, namely Staurino and Vivienne Westwood - who still can not give up their former adherence to punk culture, still exhibit products in the so-called "gothic" style. Nevertheless, most showcases were inspired by the spirit of a good romantic fairy tale - a lot of light, floral and fantastic motifs, which, perhaps, embody escape from the harsh reality. For several years in the fashion were snakes, lizards and other reptiles. This year images of animals recede into the background. In their place come insects. Bibgi, for example, finds beauty even in arachnids, creating a ring with a miniature spider sitting in a diamond web. Butterflies and dragonflies retain their positions this year. A remarkable example of the popularity of the motif of winged insects in jewelry design is, perhaps, a huge pendant in the form of a butterfly purple from Italian Art.