Celebrities wear worn, ripped and holey clothes that are very expensive to look like a “regular person”. LL Cool J wears a knit cap and Adam Levine wears tatters. It may give them credence in their own communities, but (in my opinion) doesn’t increase their credibility.
On the other hand, average Americans wear Levi’s to work and play, but they work to keep them clean and when they’re torn, have them patched. Date night, you’ll find them in the best they have to offer, whether it’s denim, linen or wool.
How do you create treasures for either of those groups?
The wealthy buy down and the average American buys up. The wealthy only buy what they want and spend any amount to acquire something of value (in their eyes), Something irreplaceable.
Those that live on and with less have just as many wants but more needs than their counterparts, but still strive to have and/or give something of value. What can be made at what price point to offer them the same opportunity to own or give something of value, Something irreplaceable?
For one group, it’s Monograms. Done in beads on bracelets, chap stick covers, luggage tags, there’s no end to what can be created to meet their needs. For the other group, it’s Ancestry. Name, important date, and some symbol of importance to them. Colors that match their wedding, their party, their home; you name it and I can create it.
What’s the difference between the two?
Materials. The higher end designs will incorporate real gemstone beads and pearls; as well as Swarovski Crystals. The other will have glass beads and crystal pearls. Each will be part of their heirloom treasures. Each will be cherished. Each will be made with love, care and the best materials available.
And the opportunity to provide these treasures is a priceless opportunity for me. I look forward to the opportunity.