Luminary Is A Jewellery Brand That Seeks To Inspire Its Clients To Be Their Own Bosses. Luminary was established for people who are aspiring bosses. It is an aspirational lifestyle brand hailing from the streets of Johannesburg on a mission to inspire the next generation of bosses. Luminary is for the dreamers and the doer’s – those who inspire their friends and those who dream of inspiring the world. The company knows that each person is different and it knows that bosses express themselves however they want this is why it has created goods to help future or current bosses to do just that. Its opulent pieces are clean and versatile; hence they can cater to most of the people’s taste in jewellery. This jewellery brand is aims to make jewellery that is suited for an individual and what they style is. It aims to give people a chance to be able to express themselves through their jewellery pieces.
Jewellery Industry is an industry that produces accessories from precious metals and gems and from other materials subjected to artistic treatment. The jewellery industry is subdivided into a branch that produces gold accessories with precious and semiprecious stones and a branch that produces accessories made of silver and non-precious metals with insets of various stones and glass.
Precious and nonferrous metals and their alloys, plastics, ivory, enamel, natural and synthetic precious and semiprecious stones, glass, and other materials are used as the raw materials. In South Africa, the industry is dominated by big corporations as they have the capital to buy the materials such as gold as well as the equipment that is needed to craft the jewellery. Small businesses such as Luminary find it hard to get the funding that is required for the businesses to acquire these raw materials.
Luminary jewellery aims to target the youth market with its designs that are trendy and are much linked to the modern youth culture. Artists such as Flvme, Lucasraps and J Molley have posted themselves on social media wearing Luminary jewellery. Using this marketing strategy of getting celebrities that relate to the youth to promote its products, the company seeks to capture the youth’s attention. This will boost the business’ sales as social media marketing is arguably the most effective marketing strategy when targeting the youth.
