How I Designed AJL Jewelry Packaging
Jewelry display has been one of my big struggles. How do I display it in a craft fair? How do I display it in a wholesale/ consignment situation? How do I make it look good when sending it to customers? I researched a lot and experimented quite a bit. Much of my research led to typical one-size fits all solutions sold by jewelry and packaging display manufacturers. I started researching high end jewelry brands, stores I want to sell to and museums. More often than not, there was very little packaging involved. It is often displayed in a glass case. But not all glass cases are equal. It really depends on the store and who is doing the visual merchandising. Unfortunately, I experienced my fair share of jewelry merchandising that did more harm than help to my collection. I learned that I could not trust the retailer to convey my brand with their merchandising.
I continued my feverish search for packaging solutions. I knew that my jewelry needed a solid background to ground it in the viewing field of the customer. I started to look for boxes as solutions. That led to box options of white, black or kraft paper. Those options did not enhance my jewelry. I found an Etsy seller, PackItWrapIt that sold all sorts of box colors. I decided that grey was a good color.
The box insert was another issue. I fell in love with the idea of letterpress inserts. My work is very tactile so I figured it would work. But the price of that process would have increased my overall product cost. I passed.
As my brand concept emerged in my current work, I decided to connect my surface design work to my jewelry. Using my signature print design, I created an insert design. I used three different color options to enhance the colors of the corresponding jewelry collections. The final prints were created by moo.com, my favorite online printer.
In addition to the colorful design and logo, I decided to use language to convey my brand. The insert reads:
Today, I am thankful for you.
Do beautiful things with your beautiful life.
You are now apart of my life.
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In that exchange, my brand expresses gratitude and invites further connection. This is a genuine feeling on my part. I am thankful for all my customers who allow me to continue to create beautiful things in my life and for others.
Here is the final product.