Personalization of jewelry products: an added value or loss in recognition for luxury brands?

Personalization has been a new impacting trend in the last decade that is getting stronger. This phenomenon has been studied especially considering mass market industries, but low focus has been put on the luxury economy. This economy is witnessing the emerging of new younger customers and of the aspirational masses which ask for unique personalized pieces, which change completely the balance between brand recognition and self-design features. If in the luxury fashion economy personalization has started to be studied and different solutions to help firms have been found, within the jewelry luxury sector there is a gap. The aim of this study is to understand if in this specific market personalization increases the value of the jewelry for customers and if there are specific contexts in which luxury customers ask for personalized product and their WTP or PI are higher.