La joyería artesanal : un mundo de nuevas oportunidades

Abstract

Currently there is a trend to consume brands or products which are socially responsible. Purpose-driven marketing is getting more relevant and valued by consumers, which raises the importance of this research and study, in order to investigate the phenomenon not only in the general category, but within the specific sector of handmade jewelry led by women who are in reinsertion and resocialization processes.

This investigation was carried out following qualitative techniques and supported mainly by customized interviews with 10 women from the city of Medellín who are consumers of handmade jewelry. Among the key findings of this study, it was the fact that the purchase decision for this category of "luxury" and crafted products made by women in reinsertion and resocialization processes, is heavily promoted and pushed by brands which efficiently communicate details of these products, enhancing the characteristics and positive consequences of getting purpose-driven brands and products.