Analysis of Jewelry Customization and Its Operation Model

With the development of China’s economy，people spend more on jewelry with time goes and the jewelry customization，which is beyond reach of ordinary people before，comes into people’s attention.What’s the meaning of jewelry customization，what characteristics it has，why are people interested in jewelry，especially jewelry customization？What are operation model and sales model of jewelry customization？How about the development in China？What difficulties are we facing，and how to solve？With the help of Maslow’s“hierarchy of needs”and luxury features，the authors analysed the connection between jewelry and human，and the reason why jewelry customization becomes a trend.Then the authors analysed the operation model of jewelry customization taking customization process and sales into consideration.The conclusions are：（1）Communication between the jewelry customization providers and the consumer is a crucial process；（2）The individual studio－marketing model will become the mainstay of jewelry customization marketing model.The authors also analysed the development of jewelry customization in China combining the background of jewelry industry and the current situation of jewelry industry.In the end，some suggestions are proposed from the point of view of the designer’s capabilities and the expansion of the consumer classes.