AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
IndependentsDec 12, 2019
Designer’s Diary: A Unique, Artistic Approach to Holiday Sales
Vittoria d’Aste-Surcouf tried selling her designs online only using just renderings. Did it work?
A custom fine jewelry designer, Vittoria d’Aste-Surcouf, has a diverse background in art history, events and public relations, jewelry fabrication, sales and fine jewelry rendering. She can be reached at info@vasbijoux.com.
As the pressure of holiday sales started to descend upon the jewelry world, I began, like every other designer, to plot my holiday plan of attack.
To date, my designs have been purely bespoke and my strength has been working one-on-one with clients, hand-rendering designs for either engagement rings or updated heirloom pieces. This means I start from scratch and hand-render every project that crosses my desk.
I toyed with the idea of creating a line of jewelry but, up until this point, had not really needed to.
My thought process shifted as I began strategizing on holiday sales and marketing.
As I did this I wrestled with three nagging questions: Should I design a collection? If I do, how do I promote it? And, most importantly, do I give into the pressure of inventory?
I began to strategize about what exactly I could offer my customers. I analyzed my marketing goals, reviewed my “dream” customer profiles, scrutinized the brevity of my mailing list and analyzed my approach to selling jewelry.
I concluded it was best not to solely rely on bespoke design for making sales during the holiday season but to invest in designing four small collections that would give my customers (primarily men) quick, direct and easy gift choices.
Each collection would be unique, easy to fabricate and casual enough for everyday wear, with just a hint of diamond.
I also kept a bit of the bespoke by allowing room for each piece to be customized based on the gold color or letter engraving.
Once the renderings were finished, I anguished over the idea of stocking actual, physical inventory.
Do I bite the bullet, fork over a large amount of money and mass produce several pieces in anticipation of a flood of sales?
After many rounds of debate with my marketing consultant, fellow National Jeweler columnist Jacqueline Stone of Bubblegum and Duct Tape, and further analysis of my business model and customer base, I decided against this.
We settled on selling the collections through an online holiday gift guide; I would promote this virtually through personal emails/calls, email campaigns and social media.
Jacqueline and I scrutinized my market, strategized and came up with a marketing game plan.
Not giving into the pressure of inventory meant that I would still have to fabricate the orders as they came in, which means they would technically not be ready-to-wear but still “custom.”
The only negative I could see was that I would still need a couple of weeks lead time for fabrication, as well as a cutoff date to ensure delivery before Dec. 25.
Another question that came up was whether or not customers would be patient enough to wait a few weeks to have their pieces fabricated.
After researching other jewelry companies, I discovered it has become common practice for designers to ask customers to wait a few weeks while their pieces are being produced.
What about missing out on those last-minute holiday sales? The more I thought about it, the more I realized I didn’t have the type of clientele who buys last minute so, for this holiday season at least, my approach might work.
I took this even further by not showcasing finished pieces of the collection in the gift guide. Instead, I settled on an artistic approach and featured my renderings.
This was the part that made me the most nervous. I was not sure if this very unique approach was too abstract for customers to wrap their heads around. Would I be able to sell from renderings alone?
After a bit more thought, I realized: I sell from my drawings all the time. This is how I approach my bespoke design business. I don’t use CAD images as a sales tool but rely on my realistic, multi-view renderings instead.
I did not see why this should be any different with my holiday gift guide since this is what my customers expect from me.
I worked with my graphic designer to superimpose the renderings on actual black-and-white photographs of models.
The pieces were sketched in yellow gold, and the warmth of gold was a beautiful contrast that popped against the stark background. The result was stunning and incredibly professional-looking.
The renderings flowed perfectly on the necks and ears of the models and the gift guide turned out even better than I could have imagined.
It was a huge success, and my customers did not seem to have an issue with the fact that I was not displaying actual images of jewelry. Sales flowed in and I was really pleased with the fact that this novel approach had worked.
It is a great feeling to know that creating something unique and unconventional was successful.
While I do not think this strategy will work for all designers, I wanted to share my story to encourage all of you to really think outside the box with your marketing.
The success of my renderings-in-an-online-gift-guide experiment also proves that having a deep understanding of your client base can work wonders.
During this time of extreme competitiveness in the jewelry industry, it is necessary to take big chances with marketing, own the decisions you make, go out on a limb and trust your belief that whatever you are planning will work.
A custom fine jewelry designer, Vittoria d'Aste-Surcouf, has a diverse background in art history, events and public relations, jewelry fabrication, sales and fine jewelry rendering. She currently serves as CEO of her own jewelry company, VAS Bijoux. She also designs part-time for Gleim the Jeweler. She can be reached at info@vasbijoux.com.
Another question that came up was whether or not customers would be patient enough to wait a few weeks to have their pieces fabricated.
After researching other jewelry companies, I discovered it has become common practice for designers to ask customers to wait a few weeks while their pieces are being produced.
What about missing out on those last-minute holiday sales? The more I thought about it, the more I realized I didn’t have the type of clientele who buys last minute so, for this holiday season at least, my approach might work.
I took this even further by not showcasing finished pieces of the collection in the gift guide. Instead, I settled on an artistic approach and featured my renderings.
This was the part that made me the most nervous. I was not sure if this very unique approach was too abstract for customers to wrap their heads around. Would I be able to sell from renderings alone?
After a bit more thought, I realized: I sell from my drawings all the time. This is how I approach my bespoke design business. I don’t use CAD images as a sales tool but rely on my realistic, multi-view renderings instead.
I did not see why this should be any different with my holiday gift guide since this is what my customers expect from me.
I worked with my graphic designer to superimpose the renderings on actual black-and-white photographs of models.
The pieces were sketched in yellow gold, and the warmth of gold was a beautiful contrast that popped against the stark background. The result was stunning and incredibly professional-looking.
The renderings flowed perfectly on the necks and ears of the models and the gift guide turned out even better than I could have imagined.
It was a huge success, and my customers did not seem to have an issue with the fact that I was not displaying actual images of jewelry. Sales flowed in and I was really pleased with the fact that this novel approach had worked.
It is a great feeling to know that creating something unique and unconventional was successful.
While I do not think this strategy will work for all designers, I wanted to share my story to encourage all of you to really think outside the box with your marketing.
The success of my renderings-in-an-online-gift-guide experiment also proves that having a deep understanding of your client base can work wonders.
During this time of extreme competitiveness in the jewelry industry, it is necessary to take big chances with marketing, own the decisions you make, go out on a limb and trust your belief that whatever you are planning will work.
A custom fine jewelry designer, Vittoria d'Aste-Surcouf, has a diverse background in art history, events and public relations, jewelry fabrication, sales and fine jewelry rendering. She currently serves as CEO of her own jewelry company, VAS Bijoux. She also designs part-time for Gleim the Jeweler. She can be reached at info@vasbijoux.com.
More on Independents
The Latest
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
