• Mocielli

Female Archetypes and Brands of the Mind

I was interviewed by Fay Cannings for Branding Mag . Together with Yuliya Dan Art we shared our thoughts on female archetypes and self-expression.

Here are some fragments of the interview .

To read whole please go to this link---> Branding Mag

"My jewellery brand is inspired by feminine archetypes ingrained deep in our beings and strives to be a precious reminder of the virtues and strengths we carry within. There are a few main feminine archetypes: the Queen, Maiden, Lover, Mother, Priestess, and Warrioress. These archetypes are fractures of a complete woman and they stand for different varieties of female energy, each with their own unique areas of focus. Represented this way, it allows women to understand and affirm their strengths, and to cultivate missing (or “recessive”) female energies to help support personal growth. I see my jewellery as reminders of our strengths and virtues, reminders of who we really are or who we want to become.

Bm: Do you think consumers are more receptive now to brand stories (such as yours) that highlight powerful themes, ethics, and cultures?

MM: As always, it is hard to generalize, but there are surely more and more people, especially in younger generations, that have started to pay attention to brand values and the “behind the scenes” of how a product they are purchasing was made. We can see it clearly in the jewellery industry. In recent years, an increasing amount of weight has been put on so-called “responsible sourcing,” not just when it comes to gems, but also other valuable materials such as gold and silver. I came across a Nielsen Global Corporate Sustainability Report (2015) that shows how 66% of Global Consumers say they’re willing to pay more for sustainable brands (up 55% from 2014), while 73% of Global Millennials are willing to pay extra for sustainable offerings (up from 50% in 2014). I’m assuming that the percentages are even higher today. Modern consumers are more aware of social, ethical, and environmental issues; therefore, they demand the transparency of the production process. Customers have started asking questions such as: “Can I feel good about my purchase, beyond the function or flare of the item itself?” or “In buying this product, can I be assured that no one less fortunate than myself is being exploited?”

Last year, Mark Adams, Chief Innovation Officer at Vice Magazine, uncovered some interesting statistics during his lecture on the “Future of Work.” He stated that generation Z (born 1996-2010, following millennials) find identity in who they are not what they have. Of a test group he carried out, 70% identified by their values, 66% by hobbies, 65% by personality, and only 8% by economic status. It is so heart-warming to know that young people are searching for values more than anything else. They’ll be following and buying from brands that share the same values. Young people understand that they can take a stand and choose the world they want to live in via their spending choices. "


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