Purpose

Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer entrepreneurs are one of the contributors toward creative economy for their role in economic prosperity. This article aims to investigate brand-building efforts of jewelry designer entrepreneurs. This study also aims to explore how jewelry designer entrepreneurs develop and communicate brand narrative, and how brand backstories confer value to jewelry.

Design/methodology/approach

This study used a qualitative approach. Semi-structured in-depth interviews were conducted with seven Portuguese designer jewelry.

Findings

The study identified seven themes to reflect the brand narratives of the Portuguese jewelry designer entrepreneurs: designer artists considered the importance of international recognition; designer jewelry uses the ontological metaphor to connect emotionally; designer jewelry making a jewelry piece that is fluid and organic; limited association with fashion; distinctive brand communication; fair pricing strategy; and identifying self as artistic worker. The study also shows that jewelry designer entrepreneurs adopt a distinctive brand communication tactics to connect emotionally with imagine customers.

Practical implications

This study proposes a general and managerial guide to boost personal brand jewelry designer entrepreneurs through brand narratives.

Originality/value

This study bridges an academia gap on personal branding, exploring how jewelry designer entrepreneurs develop and communicate brand narrative and brand backstories adding value to the jewelry industry.

中文翻译：

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艺术家珠宝设计师创业：它只是闪闪发光还是也是黄金？

目的

创新创业为地区和国家的经济发展做出了贡献，成为西方国家的楷模。珠宝设计师企业家因其在经济繁荣中的作用而成为创意经济的贡献者之一。本文旨在调查珠宝设计师企业家的品牌建设努力。本研究还旨在探索珠宝设计师企业家如何发展和传达品牌叙事，以及品牌背景如何赋予珠宝价值。

设计/方法/方法

本研究采用定性方法。对七位葡萄牙设计师珠宝进行了半结构化的深度访谈。

发现

该研究确定了七个主题来反映葡萄牙珠宝设计师企业家的品牌叙事：设计师艺术家认为国际认可的重要性；设计师珠宝使用本体隐喻进行情感连接；设计师珠宝制作流动和有机的珠宝作品；与时尚的联系有限；独特的品牌传播；公平定价策略；并将自我认定为艺术工作者。该研究还表明，珠宝设计师企业家采用独特的品牌传播策略与想象中的客户建立情感联系。

实际影响

本研究提出了一个通用和管理指南，通过品牌叙事来提升个人品牌珠宝设计师企业家。

原创性/价值

这项研究弥合了个人品牌建设方面的学术差距，探索了珠宝设计师企业家如何开发和传达品牌叙事和品牌背景故事，为珠宝行业增加价值。