Research Of The Vintage Jewelry

As a special form of artistic expression,jewelry is both a carrier of visual art and a cultural heritage.With the improvement of productivity and living standards,people’s definition of jewelry is no longer limited to the value of goods,and it is equally important to dig out the inherent cultural value of jewelry.The term "vintage" refers to "modern antiques",that is,not antique,but very close to antiques,and vintage jewelry refers to jewelry that was popular between the 1940 s and 1980 s.Behind each piece of vintage jewelry reflects the cultural characteristics of different periods.It can be said that researching vintage jewelry is also exploring different artistic styles and humanistic social development in a specific period.The process of changing the style of vintage jewelry is essentially a process that changes with the development of economy,technology and culture.As the "post-80s" and "post-90s" have become the main groups of the consumer market,they are more inclined to buy products that reflect personality and differentiation,and value the hidden value of the product rather than the material value,and are more inclined to show that the product can be recycled.Compared with the large-scale industrialized production of the assembly line,the development concept favors the choice of unique and non-reproducible products.The characteristics of vintage jewelry exactly meet the consumption concept of young people: to achieve maximum sensation with limited money.On the one hand,the price of vintage jewelry Reasonable and practical;take into account the brand attributes while achieving a win-win situation with less investment.The second-hand luxury market in China has achieved rapid development in recent years.The concept of "second-hand" is no longer confined to simply "old",and the new consumption concept promotes the rapid increase in the transaction value of the second-hand market.In the context of "Internet +",the channels for the spread of jewelry culture are also advancing with the times,and many emerging communication methods have been developed,such as online trial service using VR technology,brand promotion of WeChat public account,etc.To a certain extent,it breaks down the barriers of traditional communication methods,allowing more consumers to experience the fun brought by jewelry culture.Along with the huge growth space,the promotion and sales channels of vintage jewelry are becoming more and more abundant.For example,Douban ’s vintage discussion group,whether it ’s “white” or “hardcore collectors” can express their views on vintage jewelry Integrate the opinions of all parties across space;public account sells goods part-time,while publishing "hard goods" knowledge,online platforms sell vintage jewelry to achieve integration of promotion and sales,coupled with the rapid rise of domestic second-hand luxury e-commerce in recent years,it can be said The domestic second-hand luxury market is becoming more and more open,and more and more people want to understand the vintage culture.The target group and the main body of communication of the entire vintage jewelry market have grown together during this period.