“If the dress makes the wedding, then I say the jewellery makes the dress,” wedding jewellery expert and designer Urvi Tejani once said.
With personal feelings and love blended in, bridal jewellery adds lustre to the wedding dress and endues the wedding with meanings. Buying bridal jewellery is one of the most important purchases newlyweds ever make, and the associated intimate moment is enjoyable.
“Marriage is an institution. An engagement ring is an integral part of that occasion that defies trends and market instability,” expressed Noam Carver, Montreal-based Canadian bridal jewellery designer. “With the uncertainty in the global financial markets, retailers will continue to rely on bridal jewellery as a foundation of their business.”
Bridal jewellery seems to be a lifesaver, at least for the brands that offer distinct, quality, novel and compelling products. Noam Carver is, with no doubt, one of them.
Prior to establishing his eponymous brand in 2009 after winning the Centurion Emerging Designer Award, Noam Carver kept a foothold in men’s jewellery. He gave conservative designs a modern twist and infused new blood with passion. Realising the need for a new contemporary bridal jewellery brand in the industry, he became devoted to bridal jewellery.
“My career is consistently linked to bridal jewellery. When I first started, I used to make models for jewellers and then graduated to work with a private clientele, most of my work was focused on engagement rings,” he recalled. “I knew that I have something special to offer (in bridal jewellery).”
For the competitive bridal jewellery market where the products are mostly considered conventional, Carver’s designs are young, contemporary, timeless, and captivating which are his secrets of success. “Being young I can connect with today’s generation of brides who are keen on subtle distinction, personalised touch and timeless look,” he said.
From concept to creation, he meticulously designs and handcrafts each piece with market-dominated materials including gold, platinum and diamonds. To perfect designs, he makes use of traditional techniques together with cutting-edge technology. “With computer-aided design and 3D printing, I harness the latest technological advances to expand my art, creating with a level of precision and excellence higher than ever thought possible,” he said on the brand’s website.
Even though Carver’s projected plan is to develop a complete line of designer diamond jewellery, he would rather focus on bridal and engagement rings. He told Hong Kong Jewellery that in his life, there was a time to experiment with new things. He believes that gaining success is to know when to direct all efforts towards achieving a single goal.
To expand the presence of his brand, Carver joined forces with parent company CrownRing in 2011 capitalising on their strong distribution power and logistics that give this young brand strength to compete in the world of branded designer jewellery.
What’s more, Carver devotes his efforts to branding and social media marketing. “We have seen incredible results targeting end-users and driving traffic from our authorised retailers,” he said. “Another source of our marketing is advertising initiatives in partnership with retailers, ranging from billboards, radio advertisements, in-store events and trunk shows.”
In order to expand overseas markets especially the fastest-growing bridal market in Asia, Carver has partnered with Hong Kong-based Frank & Label (FAL) which specialises in representing international jewellery brands in China. Carver said FAL’s extensive knowledge and strong relationships are crucial when introducing a foreign brand into a new culture. “Asian retailers are searching for ways to differentiate from the competition by offering unique designs backed by branded representation to create added-value in this segment,” he added.
When asked about his future plans, Noam Carver said with determination: “We are currently pursuing global expansion while still focusing on strengthening home market. Times are very exciting and we are working hard to see this materialise.” (Photo courtesy: Noam Carver)
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