Kids' Jewellery: Market Segments

Kids’ Jewellery
Market Segments
1. Infants (0 to 2 years)
Jewelery is bought for special occasions like naming ceremony, Anna Prashan, first
birthday, etc. Traditional yet durable and flexible jewellery is prefeered during these.
There should be focus on traditional silver based jewllery like chains, rings, bracelets
and anklets.
Price point, originality, good quality, bright colours and classic design are
considerations. Children don’t have much influence as they are usually gifts
purchased by parents or grandparents.
2. Toddlers (3 to 10 years)
Parents of toddlers want stylish, smart and suave jewellery for their kids. The kids
are more style conscious and are highly influenced by cartoon characters like Angry
Birds, Chhota Bheem and Mickey Mouse. Current best sellers are stud earrings,
adjustable bangles and bracelets. Jewelry pieces that can be engraved and
therefore given a personal touch are even better sellers and give parents sentimental
value.
Market Scenario
The children’s jewellery market is still relatively niche. However, average spend on
children is being positively impacted by a higher number of affluent families in India.
The market is profiting from the shift towards smaller and wealthier families. More
women are delaying motherhood until their 30s, when they are financially secure and
better positioned to splash out on their new arrivals. As a result, affluent parents are
encouraging “premiumisation” in the children’s market – that is, they are encouraging
brands to create more high-end or expensive goods for a much younger generation.
Little Girls to Young Ladies
Girls’ jewellery is more about nostalgia because with children’s jewellery, while
designing is for girls for children, marketing is aimed at the adults, at the mothers
and the grandparents. Parents, and mothers in particular, influence what their
children are wearing.Little girls have a desire to be like their mothers and sisters.
Hence, the term “Young Ladies” is more in discussion nowadays.
And the effect of copying elder ladies is not just linked to the design but also to the
shopping experience. Mothers, while shopping for jewellery for themselves, influence
and encourage their kids to buy jewellery of their choice.
Thus, as younger children’s jewellery is bought by parents and family, they tend to
be drawn towards more fine classic pieces. There is also a trend of daughters
wishing to wear a smaller version of what mummy wears, which encourages more
mini-me pieces.
Influence of Media and Pester

Tweens (children aged approximately between eight and 12) have taken control over
demand for jewellery and other fashion accessories. With younger children, parents
influence keepsake jewellery items, although ‘pester power’ will still kick in with
children attracted to the glitz of fashion jewellery
Social media has taken the place of magazines and TV shows as far as seeing new
fashions and learning about new things to buy. It’s what kids use to see what friends
and celebrities are wearing, be they mainstream celebs or just someone with a really
great Instagram account. Tweens are following ‘insta-famous’ personalities as well
as their own friendship circles and aiming to live up to this image. In addition to this,
social media has become a platform for tweens to show off new brand purchases,
including jewellery. However, schoolyard trends have more influence over individual
purchases.
Howsoever high the influence of social media might be, in the end, jewellers still
need to appeal to adults as well, given they are the ones making the final purchase.
Parents will be looking at other factors such as quality, price, appropriateness and
product guarantees.
Marketing
When it comes to children’s jewellery the catch 22 is designing for children while
creating jewellery that mums, grandparents or those gifting the item can appreciate
the value and design of. This is a challenge of both design and market research to
ensure their product is neither too girly, too grown up or too expensive.
Simultaneously, the quality of the product, its packaging and point of sale in-store
remains important, as this will sometimes be the first point of exposure for both the
child and the gift buyer. Therefore, the brand should bolster its digital presence with
consumer interaction via Facebook, Twitter and Pinterest, using the sites to talk to
consumers not just about jewellery but about themes and features that relate to the
context it’s worn and bought for.
Creating a Story
The purchase of children’s jewelry is an emotional one instead of a purposeful
one. For many, it means a significant gift for occasions like birthday. A story
rich in feelings is the perfect way to present your brand or your business and
show what it represents. The brand should take advantage of the situation and
use it as an opportunity to discuss why it was decided to create kids’ jewelry.
A good emotional campaign for a kids’ jewelry should be:
 Inspiring: To do this, one must understand your customers’
motivations. When people feel inspired, they act differently. Finding a
model for an inspiring campaign such as cartoon characters, child
actors, film stars, etc. will also help you achieve connection with the
audience.
 One that expresses love: in the jewelry business, this is one of the
most important emotions to express in advertising campaigns. Using
the tried and true story of young parents and focussing the campaign
on the key moments in a child’s life could be a gamechanger.
Reviews and comments

Modern consumers consider having trust and a good relationship with their preferred
jewelry business essential in order to close a sale. To build a relationship with the
business, consumers trust online reviews more than anything else. Asking their
satisfied customers to leave reviews of their experience and purchase could be a
great influencer for potential customers. Having a solid and positive reputation online
will ensure that potential customers feel more confident when choosing between
Gempro and other rivals.
Go Instagram
According to a Hubspot study, 70 percent of Instagram users use the platform to
search for information about a business or brand. So, using this visual platform
to show your products and promote your campaigns is an ideal way to reach your
audience and show them who you are.

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Influence of Media and Pester

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