Jewellery may be the main focal point with the purchase, but the packaging that it is presented in creates the Brand experience. Jewellery Packaging is designed to make the entire buying experience more enjoyable for the buyer, and to enhance the overall experience associated with receiving jewellery as a gift.
Costume jewellery is typically placed in smaller jewellery boxes or in plastic packaging containers, but high-end pieces require special thought and attention. Generally, there is anticipation associated with opening a jewellery box. The small size and shape of the box and the jeweller’s name or logo is the usual tell tale jewellery is inside give away, but extra touches provide a whole brand experience; beautiful bow or ribbon, engraved or embossed for extra effect or a thank you or care card printed on fine stock paper. These extras are important for building brand recognition and for positioning the brand.
Black is a common packaging colour for jewellers to opt for, black was a colour that was known for unparalleled excellence and uncompromising luxury. While black may still retain this symbolic meaning, the fact is that the latest trends in jewellery packaging are leaning toward more brilliant colours and materials. Soft creams and brilliant whites are one option, but some companies are even leaning toward pinks, blues, gold, or other hues. These can be fun and unique, and they also can add a special element of personality to the brand. Velvet-covered boxes are not always the norm now, with some using elegant wooden boxes or other unique materials.