Each luxury jewelry brand may look the same on the surface, but beneath it, they try to attract a niche market, a subgroup of buyers with specific interests and values. Take Bellarri
, a 30-plus old American jewelry company. The brand owner, Arizona-based Bellari Adleman
, said her jewelry is for independent women who are opinionated and who dictate their own life choices. “My customer is an independent thinking self-purchaser who understands we design for her lifestyle. She’s not necessarily waiting for anyone to buy for her,” she told Elite Traveler
. She knows whereof she speak. Adleman
started as a model, but instead of waiting for projects or someone to woo her away and into a luxurious lifestyle, she created a path that led her to developing jewelry projects for private labels and, soon, her own label, Bellari
Bellarri is available at Friendly Center and in Winston-Salem.