Original Wedding Jewelry Brand of Chinese Designer: A Case Study of the Brand ONE SWEAR

China is currently in a phase of rapid consumer upgrading, where the new generation consumers are paying more attention to aesthetics, individuality, and the expression of emotional needs. The long-standing issues in the wedding jewelry market, such as design homogeneity, weak brand cultural connotations, and lack of innovation, have created a market gap as upgraded consumer demands are not fully met. Nowadays, the emergence of designer original brands is attempting to address these issues, and their growing attention from consumers has an important impact on the future of the industry. Based on this, this study introduced the history and current situation of China's wedding jewelry, pointed out the consumption characteristics of the new generation consumers, and elaborated on the necessity and advantages of designer original brands in the current consumption background. Taking the brand ONE SWEAR as an example, this study analyzed a series of brand behaviors from the selection of consumer targets, the construction of the product system, the brand culture building, to the sales and services. The study concluded that the conditions needed for the establishment and development of a designer original wedding jewelry brand are: niche but precise brand positioning, a highly distinguishable product system, vivid and delicate brand culture, and high-value-added customer service. The study hopes to provides rational suggestions in these areas for entrepreneurs.