企业策略 JNA May/June 2022 | 33 soared to four-digit levels. “A designer as a creator is an artist. A designer as a professional is a product and service provider,” remarked Tang. It is therefore imperative for designers to define their “brand tone of voice” to effectively market their unique attributes. This should be repeatedly emphasised in all marketing campaigns and promotions to gain further momentum. “Good work on its own will strike a chord among consumers, but it also needs to grab the attention of the public,” said Tang. “That is why designers also need to share the story behind every jewellery piece that will resonate with prospective buyers. Promoting yourself and your brand is essential.” Designers have at their disposal various platforms to promote their brands such as commercial art exhibitions and international design competitions. They can also take advantage of several online and offline marketing channels to reach a wider range of audiences, depending on their budget and purpose. The future of design Sun of Tongji University explained, “In the information age, the role, mission and approach of design have changed dramatically. Design has expanded and upgraded from being a link in the industrial and innovation chain to influencing and innovating the system and the whole process.” In fact, several companies and brands who are leaders in their respective industries are design- and innovation-driven such as Apple, Dyson, Hermès and Louis Vuitton, to name a few. Design development plays a key role in these companies’ operations so there is a high degree of added value to the consumers. Design sets them apart from the competition and further elevates their social status and contribution to the industry. Looking back, innovation in society has evolved from technology- and manufacturing-led to market-oriented and brand-driven. In the 21st century, this has further advanced to meet the social and personal needs of consumers. “The influence of design can effectively change individual perceptions and social life, creating not only economic or personal values, but renewing and advancing the development patterns of society. The design itself might change the way society and people communicate,” added Sun. Xie, for her part, said the emergence of designer brands presents an unprecedented opportunity for jewellers. “Consumer demand in the fine jewellery market is increasingly segmented and people are more willing to pay a higher premium for original and personalised designs that meet their needs,” she concluded. ‘Sea-Urchin’ sapphire pendants in 18-karat gold by Xiao Guan Jewelry 由小观珠宝呈献的18K金“海胆”蓝宝石 吊坠 ‘Winter – Birds’ brooch with sapphires, tsavorites, diamonds, lapis lazuli stones and enamel in gold and silver from the Four Seasons collection of Grace Tang Fine Jewelry Grace Tang高级珠宝“四季”系列之 “冬·鸟”胸针，材质为蓝宝石、沙弗莱石、 钻石、青金石、珐琅、黄金和白银
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