SINGULIER — A brand of handcrafted jewelry in sterling silver 925, natural stones, and pearls

Today, SINGULIER exists as a jewelry project with initial clients and sales experience. The core of the assortment features custom jewelry made from 925 sterling silver with natural stones and pearls. Currently, the brand has one full collection, Lumen Rabbits. However, a unified brand platform has not yet been established—a clear positioning, target audience, and visual identity have not been defined. The goal of this diploma project is to develop the SINGULIER brand platform, one that merges the original concept with market positioning, helps identify its audience, and creates a foundation for the brand’s future growth.

SINGULIER evolves into an independent jewelry design brand with a clear positioning, a recognizable design code, and a cohesive visual identity. Based on market research, the target audience, competitive advantages, pricing strategy, and business model were defined. The result of the diploma project: a brand platform that unites original concept with market strategy and creates the foundation for developing new collections.

In the initial phase of the research, I needed to determine the market segment in which SINGULIER would develop. To do this, I compared two directions: demi-fine jewelry and fine jewelry made from precious metals. The analysis was conducted at three levels: the global, Russian, and Moscow markets.

A comparison of global markets indicates that the fine jewelry market significantly surpasses the demi-fine market in volume: $381.5 billion versus $3.59 billion in 2025. However, demi-fine demonstrates higher projected growth rates: 8,7% compared to 5,5% for the fine jewelry market. Therefore, both areas hold development potential, but they differ in scale and dynamism.

In the Russian market, I discovered a significant advantage of the jewelry segment: its growth can be assessed using publicly available statistics. Due to mandatory tracking of items made from precious metals, the Federal Assay Chamber publishes data on production, circulation, and retail sales.

This data allows for tracking market dynamics in both monetary and real terms. For example, in 2025, sales of silver jewelry grew by 2,3% in units, while sales of gold items decreased by 8,7%. For SINGULIER, this served as an additional argument supporting work with silver.

The next step was studying Moscow as the initial market for brand development. Detailed local-level analytics are limited: individual figures for turnover and average check size are available, but there isn’t enough data to fully assess all segments and market shares.

However, Moscow is interesting due to its higher average check size. Over the first nine months of 2025, it reached 16,042 ₽, which is above the national average.

Based on my analysis, I have decided to develop SINGULIER within the middle-to-premium jewelry segment, focusing on 925 sterling silver jewelry adorned with natural stones and pearls.

This decision is based on three factors: the scale and measurable dynamics of the jewelry market, the positive sales trend for silver items in Russia, and the opportunity to test a higher price positioning in Moscow.

The brand’s preliminary price range is 16,000–40,000 ₽. Further research will focus on analyzing competitors, the target audience, and business models within the chosen segment.