現代珠寶品牌越來越重視「不可替代性」的打造，紛紛推出獨具特色的產品，以提高品牌辨識度、擴大客群影響力。業界逐漸興起一條最快速見效的 「捷徑」——與來自不同領域的知名 IP 展開跨界合作，無論是動漫、潮牌還是博物館，一波波聯名珠寶不僅掀起話題熱潮，還吸引了原本不關注珠寶的群體，甚至改變他們的消費習慣。
為什麽品牌都愛聯名？因為它「見效快」。一款搭上熱門 IP 的聯名珠寶，就能迅速掀起搶購熱潮；反觀原創系列，往往需要多年打磨與口碑累積，才能培養出忠實顧客。調查顯示，64% 的 Z 世代購買 IP 商品是為了「讓自己開心」，背後也反映了他們對情感連結與個性表達的渴望。他們偏好具有沉浸感和故事性的角色商品，視其為身份象徵，藉由佩戴展現品味、吸引同好，同時也重視限量收藏的紀念價值。聯名款正好擊中這些需求——像動漫聯名首飾，不僅有社群認同的標籤，也帶來「專屬感」與話題性。相比之下，僅靠設計取勝的原創珠寶，往往需要更長時間與深層溝通才能打動消費者。
然而，過度依賴聯名策略也潛藏風險。IP 聯名的高效成果，使不少傳統珠寶品牌加大資源投入，甚至將行銷預算的三分之一用於授權費與社群推廣。但在業績壓力下，原創設計逐漸被邊緣化，新品開發速度也明顯放緩。儘管聯名能在短期內迅速拉動銷售、創造收益，長期過度倚賴卻可能削弱品牌自身的辨識度。當消費者只記得 IP 角色，卻無法聯想到品牌名稱時，品牌形象便容易被稀釋，甚至遭到取代。
成功的品牌懂得平衡，聰明的品牌選擇雙軌並行。以聯名作為吸引年輕族群的「引流器」，制造話題熱度吸引年輕人和 IP 粉絲消費, 同時堅持原創, 穩住品牌的核心價值。采用這種雙軌策略才能提升品牌整體調性. 妙聯動。像周大福的「盛世華彩」系列，從唐代藝術汲取靈感，以東方美學打造珠寶，在 IP 混戰中脫穎而出；有些品牌更在聯名設計中巧妙融入自家經典元素，或透過文化故事延伸聯名深度，提升品牌整體調性。
成熟的品牌已成功跑通閉環，藉由聯名收集市場數據，反哺原創設計，實現商業與創意並進。關鍵在於平衡——聯名能點燃市場的火花，而原創則是品牌扎根的核心。
因此，何不支持一下已進駐我們 JDC 平台的賣家們？他們用心打造每一件珠寶首飾，讓每一顆閃耀的創意都值得被看見。
Modern jewelry brands are placing increasing emphasis on cultivating a sense of irreplaceability, launching uniquely distinctive products to enhance brand recognition and expand their consumer reach. Across the industry, a fast-track strategy has emerged—collaborating with well-known IPs from various fields such as anime, streetwear, and museums. These waves of cross-industry co-branded jewelry collections not only generate widespread buzz but also attract audiences who previously paid little attention to jewelry, even influencing and reshaping their purchasing habits.
Why do brands love collaborations? Because they deliver quick results. A jewelry piece tied to a popular IP can instantly trigger a buying frenzy. In contrast, original collections often require years of refinement and reputation-building to cultivate loyal customers. Surveys show that 64% of Gen Z consumers purchase IP-related products simply to “feel happy,” reflecting their desire for emotional connection and self-expression. They favor immersive, story-driven character merchandise, viewing it as a symbol of identity—something to wear that showcases taste, attracts like-minded fans, and carries collectible value. Collaborative designs hit all these marks: anime-themed jewelry, for example, offers social recognition, a sense of exclusivity, and strong conversational appeal. On the other hand, original jewelry that relies solely on design often needs more time and deeper engagement to win over consumers.
However, an overreliance on collaboration strategies carries hidden risks. The impressive short-term results of IP partnerships have prompted many traditional jewelry brands to ramp up their investments—some even allocating up to one-third of their marketing budgets to licensing fees and social media promotion. Yet under mounting performance pressure, original design efforts are increasingly marginalized, and the pace of new product development has noticeably slowed. While collaborations can quickly drive sales and generate revenue, excessive long-term dependence may dilute the brand’s own identity. When consumers remember the IP character but fail to associate it with the brand name, the brand image risks being blurred—or even replaced.
Successful brands know how to strike a balance, and savvy ones adopt a dual-track approach. They use collaborations as a traffic magnet to attract younger audiences and generate buzz among IP fans, while remaining committed to original design to uphold their core brand values. This dual strategy enhances the brand’s overall tone and resonance. For example, Chow Tai Fook’s “Splendid Dynasty” collection draws inspiration from Tang Dynasty art and channels Eastern aesthetics to craft jewelry that stands out amid the IP frenzy. Some brands go further by cleverly integrating their signature elements into collaborative designs or deepening the partnership through cultural storytelling—elevating the brand’s overall character and emotional depth.
Mature brands have already closed the loop—using collaborations to gather market data and feed insights back into original design, achieving a synergy between commerce and creativity. The key lies in balance: collaborations can ignite market excitement, but originality is the foundation where a brand truly takes root.
So why not show some love to the sellers on our JDC platform? Each piece of jewelry they create is crafted with care, and every sparkling idea deserves to be seen.
