Embracing the Tall Poppy: Overcoming Tradition in Customer Jewellery Design Preference

Kennedy, J

Embracing the Tall Poppy: Overcoming Tradition in Customer Jewellery Design Preference

aut.researcher	Kennedy, Jason
dc.contributor.author	Kennedy, J	en_NZ
dc.contributor.editor	Farrugia, L	en_NZ
dc.contributor.editor	Down, A	en_NZ
dc.date.accessioned	2016-10-30T23:40:14Z
dc.date.available	2016-10-30T23:40:14Z
dc.date.copyright	2015-07-21	en_NZ
dc.date.issued	2015-07-21	en_NZ
dc.description.abstract	This case study examines the role that Tall Poppy Syndrome (TPS) plays within the New Zealand jewellery industry. One company's attempt to subvert tradition and encourage personalization of milestone jewellery such as engagement rings and wedding rings has led to insights about Kiwi jewellery purchasing behaviours. The mass-market jewellery industry in New Zealand is heavily invested in producing jewellery designs that have existed for upwards of 50 years. Kiwi customers are on average less adventuresome in their preference for jewellery styles, and often purchase traditional jewellery designs because they believe such designs to be stylistically safer. This paper provides a detailed case study that examines how the Auckland-based boutique jeweller K. Amani Fine Jeweller designs against convention and consistently encourages tradition-minded customers to embrace personalized jewellery styles. This is accomplished through communicating to customers the personal design aesthetic of K. Amani’s jeweller, as well as through non-standard solutions to traditional jewellery manufacturing such as Computer Aided Design (CAD), 3D rendering, and 3D printing. Likewise, dedicated face-to-face consultations and a keen understanding of customer personality types help to raise awareness of jewellery design possibilities, and provide customers with a greater sense of security in order to opt for custom or non-traditional designs. This approach consistently results in customers electing personalized touches to their jewellery designs, and encourages lifetime loyalty to K. Amani who can create custom designs, versus jewellers that only provide stock items.	en_NZ
dc.identifier.citation	Design for Business: Research Conference 2015 held at Australian Centre for the Moving Image, Melbourne, Australia, 2015-05-12 to 2015-05-13, published in: ideasondesign - Design for Business	en_NZ
dc.identifier.uri	https://hdl.handle.net/10292/10117
dc.publisher	ideasondesign	en_NZ
dc.relation.uri	http://ideasondesign.net/design-for-business/research-conference/design-for-business-research-conference-2015-presenting-papers/embracing-the-tall-poppy-overcoming-tradition-in-customer-jewellery-design-preference/	en_NZ
dc.rights	NOTICE: this is the author’s version of a work that was accepted for publication. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in (see Citation). The original publication is available at (see Publisher's Version).
dc.rights.accessrights	OpenAccess	en_NZ
dc.subject	Jewellery; New Zealand; Design; 3D printing; CAD
dc.title	Embracing the Tall Poppy: Overcoming Tradition in Customer Jewellery Design Preference	en_NZ
dc.type	Conference Contribution
pubs.elements-id	195091
pubs.organisational-data	/AUT
pubs.organisational-data	/AUT/Design & Creative Technologies
pubs.organisational-data	/AUT/Design & Creative Technologies/School of Arts & Design