2nd Annual Analysis of Town & Country Jewelry Awards

It’s that time of the year again! The 2nd Annual Town & Country Jewelry Award results are in! I analyzed some pieces of the awards last year and you can read it by clicking the link. I’m not going to go through all those points from last year. I want to only look at one main issue I had with the awards and focus on how the awards have moved forward.

If you are a subscriber to Town & Country magazine you probably got a cover like this with your magazine last week.

Anne Hathaway in a multi-colored dress with a long rose gold earring. The rose gold earrings are by Vhernier, named innovator of the year in the Town & Country Jewelry Awards. A great designer but this earring choice was not a great statement of things to come.

The other cover on newsstands was no different in the jewelry department. This time rose gold and jet earring by the same designer, Vhernier.

There was something missing from the cover that I noticed immediately, compared to last year. Here is the last year cover if you don’t remember or if you haven’t read the post from last year.

See in the right-hand corner in red? It is the call out of the Town & Country Jewelry Awards! When I first saw this magazine, I was concerned that the awards were a one-time thing. For me that would be upsetting since I just renewed so I could receive this issue! I think for the Jewelry Awards Issue the accessories should be a bit bolder.

I was pleased to see a change in the voting. Instead of a small panel like last time (where 2 of the judges also won in the Media Category) this time more than 200 ballots were cast among Jewelry designers, collectors, T&C editors, industry experts and influencers. I was not on that list but the editor’s letter by Stellene Volandes mentioned the voting logistics in the first line. I really think this is better than leaving it to a select few that may have other interests involved. For me this issue got off to a better start.

Emmanuel Tarpin behind the scenes from Instagram account

The Categories

A list of the winners to discuss below:

I like that there are 12 categories, not too many but not too few. I do subscribe for the jewelry so I want to see plenty of it. A nice addition to the magazine was some of the categories also have finalists. For colored stones Chopard won, below is a stunning and colorful pair of earrings. The runners up were Irene Neuwirth and Martin Katz.

Chopard Earrings

Some other categories to highlight:

Bulgari’s Wild Pop Collection: Bulgari is using more color in their creations and channeling the 1980’s. I was fortunate enough to walk by the New York store on 5th Avenue and catch some of their masterpieces.

Bulgari Necklace

Tiffany’s Save the Wild Collection: I have been watching this collection since it launched in 2017. Tiffany has animal themed jewelry like the elephant brooch below from their website, in which Tiffany is donating 100% of the profits to the Wildlife Conservation Network, which includes the Elephant Crisis Fund. You can learn more on their website. What I love about this collection is the price range $250-$35,000, so you do not need a lot of money to own a piece of jewelry that gives back to nature.

Tiffany Diamond Elephant Brooch

One category not listed is for social media influencers. Again, I was glad to see the social media panelists no longer choosing the winners. I think that category was unnecessary given how little is proven on how much influence social media has on branding and shopping.

One more amazing Chopard piece from their website

Let me know your thoughts on the magazine. Is there a category you would like to see? I would like a few emerging designers, Town and Country does a lot with main stream, well known jewelry houses, that I think introducing some new faces would help make the magazine feel like a better source of what is happening in the world of jewelry. If you would like to see how to measure social media and its influence in your business send me an email and we can talk about your strategy and business goals. Return later as I get back into a more regular schedule of blogging on Data in the Rough! Thank you for visiting!

Analysis: Town and Country 2018 Jewelry Awards

We are in award season right now. Movie and music awards have been reported on. The Super Bowl has been played in a winner take all game. Even the jewelry industry bestowed some awards. These awards were acknowledged in Town and Country’s February issue, the first issue to have a jewelry awards section. My question is for all award ceremonies, why? These results can be subjective. A bad call from a referee or hint of cheating leaves questions for the fans and some fierce debates. Music and movies are like art, what determines the best story or actor? I feel like jewelry is the same way. If you are not listed in Town and Country are you less of a jeweler? So why did T&C try this and what can it mean for you as a reader or business person?

 

I have a few theories as to the benefit, that I will conclude with. First, I will look at T&C’s explanation of the creation of these awards. Then look at the types of awards and follow this by addressing the business side of T&C. I am focusing only on the current issue, February 2018.

 

Why T&C created these awards

If you are like me, when I get a magazine that has an article I want to read I go straight to that page. If you did that with this article, then you would see these awards were made to acknowledge the year’s most notable jewelry moments. A clear explanation of what to expect in the section but not the why. I went back to the letter from the editor to see what they had to add.  Stellene Volandes, T&C’s Editor in Chief, focused her letter on the next generation and how the readers used the magazine to discover ‘jewelry they should collect now to hand down later.’ A nice thought but one I look at skeptically given tastes and trends that differ between generations. I think a better reason for these awards is to highlight the industry but is it purely for the readers?

 

What were the ‘Award’ Categories

There were 18 categories:

  • Red Carpet Award of the Year
  • Collections of the Year
  • Stones of the Year
  • Philanthropists of the Year
  • Diamonds of the Year
  • Green Award for Sustainability
  • Watches of the Year
  • Retail Innovation of the Year
  • Gold Designs of the Year
  • Breakthroughs of the Year
  • Collaborations of the Year
  • Jewelry Champions of the Year
  • Pearls of the Year
  • Innovations of the Year
  • Events of the Year
  • Rediscovery of the Year
  • Fashion House High Jewelry
  • Legends of the Year

I like that they had about retail innovation and collaborations, topics that need to be explored more in the industry. There were three winners for each category. So, you are looking at 54 winners. 54 designers/businesses that will get some recognition. But who sees it?

David Webb, Gold Hammered Earrings, Webb won in Gold Designs of the Year

T&C Business Side

The T&C media kit outlines the reader. They average 50 years of age and mostly female. For a business looking to reach a range of ages I would press for more details and a better breakdown of who is reading the publication.

My Opinions

So here we are at my analysis. After a brief look at the magazine and awards I think another piece is advertising. Of the 138 pages (front and back cover included), 54 pages were dedicated to advertisements. Of the 54 pages of ads, 33 were for jewelry. See the table below:

Over half of the Ads were for jewelry. I know T&C has lots of jewelry advertisements, but I would like to see if this issue boosted that group of Ads. For those paying for placement in the magazine I would be asking some of the questions above about what reach this would have and how it would benefit my business.

Alexandra Mor, won Innovators of the Year, for her use of the Tagua seed. Ring pictured is made of a Tagua seed with a pearl in center.

I have a few more points I could go into, but I want to stop here and get some feedback from you. Have you seen the issue? What were your thoughts? Do you think this is something Town and Country should continue to do? Return in the next week as I get back on a schedule of regular posting after my holiday hiatus. Thank you for reading Data in the Rough!