Public Relations and Fine Jewellery

How does the luxury jewellery industry in Singapore and around the world rely on public relations? 

Fine jewellery is a contradiction- its main purpose is nothing more than decorative, and yet, it is one of the world’s most coveted luxury goods. 

So how does the fine jewellery industry convince affluent members of the public to part ways with their money in exchange for beautiful ornaments made of shiny stones and metals? Public relations teams and agencies utilise the innate human desire to own things that are not only beautiful, but exclusive and rare as well. 

PR can be used to create narratives emphasising unique aspects of a brand-  the rarity and quality of the materials, the delicacy and skill of the craftsmanship, or the heritage and traditions behind the brand. 

These narratives cultivate a perception of privilege and the uncommon, adding value to these products and piquing the interest of their audience.