1. Color and local heritage in gemstone branding: A comparative study of blue zoisite (Tanzanite) and color-change diaspore (Zultanite/Csarite)
- Author
-
Mehmet Altingoz, Nicole M. Smith, Patricia F. Syvrud, H. Sebnem Duzgun, and Saleem H. Ali
- Subjects
Local culture ,05 social sciences ,Geography, Planning and Development ,0507 social and economic geography ,010501 environmental sciences ,Management, Monitoring, Policy and Law ,Development ,01 natural sciences ,Tanzanite ,law.invention ,Geography ,law ,Gemstone ,CLARITY ,Economic Geology ,Product (category theory) ,Marketing ,050703 geography ,Tourism ,0105 earth and related environmental sciences - Abstract
Gemstone value is often associated with origin, as the color, clarity, carat weight, cut, and other attributes of interest to consumers are often associated with the geological location of the stone. In this paper, we consider how the provenance of gemstones is harnessed through the ‘4P’ framework of product, price, promotion, and place. Both tanzanite and Zultanite/Csarite are currently each mined commercially in only one location in the world. Tanzanite is mined in Mererani, near Arusha, Tanzania, and Zultanite/Csarite is mined in Milas, near Mugla, Turkey. While this rarity and other attributes were successfully leveraged so that tanzanite attained global recognition, Zultanite/Csarite has remained largely unknown. Our study examines the potential reasons why tanzanite and Zultanite/Csarite have experienced such different degrees of success on the global gemstone market. Our main findings suggest that rarity and single-origin are not adequate determinants of value, and that consumer preferences for color need to be carefully marketed with a powerful storyline and linked to unique aspects of their place of origin, such as tourism and local culture.
- Published
- 2019
- Full Text
- View/download PDF