Cook Islands Pearling Developments
- Thread starter SteveM
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Slraep
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Josh said:
Really? You mean that you agree with me? I certainly agree with the part I quoted Steve on. I do not agree that the Cook Island pearls we were initially talking about should be marketed as anything special when, if they were tossed into a pile of regular "Tahitians", one would be hard pressed to find any difference.
Slraep
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Nerida
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I've been thinking about this discussion since first reading it last night.
When it comes to marketing, there needs to be product differentiation to make the product seem to be unique. The fact that it may not be completely unique is arbitrary. For example, and please don't take this as offensive, as it certainly isn't meant to be - quite the opposite in fact. Jeremy markets his gem quality FW's as Freshadamas. Is there a true point of difference between freshadamas and other very high quality fw's?? No - just that the name, when combined with other facts we know about PP (hand selection, high level of integrity, years of experience) and how the business is run (customer care, individual service), how the product is packaged etc - generates a feeling amongst consumers that this truly is a very special pearl purchase. End result? Freshadamas are spoken of as a unique entity - exclusive and desirable.
The same could apply to Cook Island (or even Kamoka, Josh) pearls. The trick is to ensure that the customers/consumers become aware of the things about this product that set it apart. It may not be the oyster species used. It is more likely to be part mystique, part fact. The facts - specialise in what can be unique (colour?) -product quality - NO poor quality product to enter the market. Be ethical - both in a business sense and in an environmental sense and TELL the consumers how ethical you are. Serve customers needs more than the customers ever thought possible. Build the mystique - the islands - Josh's own lifestory is a good example of something that makes his product unique - then BRAND and BRAND and BRAND again. Don't let the product ever be labelled under a wider umbrella! Then you will have the sort of product that is instantly recognizable by its own brand (ie Josh's pearls just referred to as Kamoka pearls), and appears exclusive and desirable to the consumer.
Sorry to have prattled on, but I really think Josh is right - Cook Island pearls have a great opportunity to be special - the analogy to Sea of Cortez pearls may be confusing due to the unique species used there - but clever marketing may save the CI pearls from being lumped in with the broader Tahitian market and all the fakes and dyed FW's that end up incorrectly with that label.
When it comes to marketing, there needs to be product differentiation to make the product seem to be unique. The fact that it may not be completely unique is arbitrary. For example, and please don't take this as offensive, as it certainly isn't meant to be - quite the opposite in fact. Jeremy markets his gem quality FW's as Freshadamas. Is there a true point of difference between freshadamas and other very high quality fw's?? No - just that the name, when combined with other facts we know about PP (hand selection, high level of integrity, years of experience) and how the business is run (customer care, individual service), how the product is packaged etc - generates a feeling amongst consumers that this truly is a very special pearl purchase. End result? Freshadamas are spoken of as a unique entity - exclusive and desirable.
The same could apply to Cook Island (or even Kamoka, Josh) pearls. The trick is to ensure that the customers/consumers become aware of the things about this product that set it apart. It may not be the oyster species used. It is more likely to be part mystique, part fact. The facts - specialise in what can be unique (colour?) -product quality - NO poor quality product to enter the market. Be ethical - both in a business sense and in an environmental sense and TELL the consumers how ethical you are. Serve customers needs more than the customers ever thought possible. Build the mystique - the islands - Josh's own lifestory is a good example of something that makes his product unique - then BRAND and BRAND and BRAND again. Don't let the product ever be labelled under a wider umbrella! Then you will have the sort of product that is instantly recognizable by its own brand (ie Josh's pearls just referred to as Kamoka pearls), and appears exclusive and desirable to the consumer.
Sorry to have prattled on, but I really think Josh is right - Cook Island pearls have a great opportunity to be special - the analogy to Sea of Cortez pearls may be confusing due to the unique species used there - but clever marketing may save the CI pearls from being lumped in with the broader Tahitian market and all the fakes and dyed FW's that end up incorrectly with that label.
S
Slraep
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Hi Nerida,
So what you are saying is Cook Islands pearl producers should purposefully spin a story(mystique) around their pearls the way Mikimoto has done around their akoyas, even though throwing those very pearls(Cook) into a big pile of Tahitians would most probably mean that no one would be able to differentiate them from the latter. And they should create a marketing ploy to make the product SEEM unique? Uniqueness(rareness) should be arbitrary(quick, where are my smelling salts)!?!? Isn't that what we are fight against here on the Pearl-Guide?
Hey Jeremy, is that what you've done with the Freshadamas? I thought it was just the opposite. I thought the Freshadamas(and Caitlin) busted through the mystique of akoyas being the end all in quality classic pearls. Yes, busted through the giant Mikimoto marketing machine to show us that Freshadamas are altogether a better value, actually have orient and are much longer lasting( an understatement). They are a modern cultured pearl that is composed of the same stuff, through and through, of what a true natural is. Somehow, I don't think the Freshadamas needed any spin doctor marketing. I doubt people buy them because they come in a spiffy box.
Who here would pass up on a Freshadama or a Sea of Cortez strand just because it came in a paper bag? Us seasoned Pearl-Guiders want the pearls, not the mystique. Give us piles of the rare beauties!! Mikimoto can keep their darned mystique. They generated quite enough of it to snow a lot of better pearls over.
Slraep
So what you are saying is Cook Islands pearl producers should purposefully spin a story(mystique) around their pearls the way Mikimoto has done around their akoyas, even though throwing those very pearls(Cook) into a big pile of Tahitians would most probably mean that no one would be able to differentiate them from the latter. And they should create a marketing ploy to make the product SEEM unique? Uniqueness(rareness) should be arbitrary(quick, where are my smelling salts)!?!? Isn't that what we are fight against here on the Pearl-Guide?
Hey Jeremy, is that what you've done with the Freshadamas? I thought it was just the opposite. I thought the Freshadamas(and Caitlin) busted through the mystique of akoyas being the end all in quality classic pearls. Yes, busted through the giant Mikimoto marketing machine to show us that Freshadamas are altogether a better value, actually have orient and are much longer lasting( an understatement). They are a modern cultured pearl that is composed of the same stuff, through and through, of what a true natural is. Somehow, I don't think the Freshadamas needed any spin doctor marketing. I doubt people buy them because they come in a spiffy box.
Who here would pass up on a Freshadama or a Sea of Cortez strand just because it came in a paper bag? Us seasoned Pearl-Guiders want the pearls, not the mystique. Give us piles of the rare beauties!! Mikimoto can keep their darned mystique. They generated quite enough of it to snow a lot of better pearls over.
Slraep
Nerida
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Hi Slraep,
Not quite what I was saying.
Mikimoto are lovely pearls - overpriced, certainly. Do they have the monopoloy on being high quality modern cultured pearls - no. What Jeremy has done is shown us that his Freshadamas are all the things you say - better value, better orient & lustre etc. etc. Do Freshadamas have a monopoly on being the only very high quality freshwater pearl on the market? No again. Because it is something that theoretically any pearl dealer could do - go to China, establish relationships over years and years, hand pick from tens of thousands of pearls, put together stunning strands. The actual barriers to doing that are huge - time, effort, piles and piles of money - but they are not a unique product. Jeremy very successfully combines doing all that with a slick website that we all love and drool over, the very best customer service (memories of Spherical Flower and her lovely strand), high business ethics, and high end packaging etc. He absolutely deserves the reputation that freshadamas have, but it still doesn't mean that theoretically an identical product is not available elsewhere. They are not grown anywhere unique, nor are they from unique mollusks.
What I am saying is that you and I would still buy Sea of Cortez pearls in a paper bag - they are truly unique. Freshadamas - when we actually understood what they were - we would buy in a paper bag. But to buy Komoko pearls in a paper bag, or Cook Island pearls in a paper bag - well, the average consumer would want to know a bit more... If mystique is part of that, well that's just good marketing. It's not fabrication - it is ADDING APPEAL for the consumer. Like it or not, pearl farming is a commercial enterprise - the product has to make it in the market place, and the producer needs to work at how his product will be perceived by the consumer, and create as favourable an image as possible of that product - basic marketing. And that entails dissociating their product from others where quality is lower or questionable -just like Mikimoto doesn't (to my knowledge) use akoya in its marketing. I don't think that there are many amongst us who could honestly say that the way products are marketed (pearls or other) doesn't affect their purchase decisions.
I think that one thing that we do here at pearl-guide is to identify and support ethical and high quality pearl based businesses - Carolyn Ehret springs to mind - PP and some of the other online vendors also - various companies that supply findings etc - to help others find their way around the pearl world. If the CI growers are working to make their product high-end and specialised in some way, then I am totally all for them marketing their product as such. Of course it is a two edged sword. If they dissociate themselves from the Tahitian umbrella, become known specifically as Cook Island pearls, and then let their consumers down with either poor product flooding the market, or bad or unethical business practices, then their industry will very quickly suffer the consequences.
Not quite what I was saying.
Mikimoto are lovely pearls - overpriced, certainly. Do they have the monopoloy on being high quality modern cultured pearls - no. What Jeremy has done is shown us that his Freshadamas are all the things you say - better value, better orient & lustre etc. etc. Do Freshadamas have a monopoly on being the only very high quality freshwater pearl on the market? No again. Because it is something that theoretically any pearl dealer could do - go to China, establish relationships over years and years, hand pick from tens of thousands of pearls, put together stunning strands. The actual barriers to doing that are huge - time, effort, piles and piles of money - but they are not a unique product. Jeremy very successfully combines doing all that with a slick website that we all love and drool over, the very best customer service (memories of Spherical Flower and her lovely strand), high business ethics, and high end packaging etc. He absolutely deserves the reputation that freshadamas have, but it still doesn't mean that theoretically an identical product is not available elsewhere. They are not grown anywhere unique, nor are they from unique mollusks.
What I am saying is that you and I would still buy Sea of Cortez pearls in a paper bag - they are truly unique. Freshadamas - when we actually understood what they were - we would buy in a paper bag. But to buy Komoko pearls in a paper bag, or Cook Island pearls in a paper bag - well, the average consumer would want to know a bit more... If mystique is part of that, well that's just good marketing. It's not fabrication - it is ADDING APPEAL for the consumer. Like it or not, pearl farming is a commercial enterprise - the product has to make it in the market place, and the producer needs to work at how his product will be perceived by the consumer, and create as favourable an image as possible of that product - basic marketing. And that entails dissociating their product from others where quality is lower or questionable -just like Mikimoto doesn't (to my knowledge) use akoya in its marketing. I don't think that there are many amongst us who could honestly say that the way products are marketed (pearls or other) doesn't affect their purchase decisions.
I think that one thing that we do here at pearl-guide is to identify and support ethical and high quality pearl based businesses - Carolyn Ehret springs to mind - PP and some of the other online vendors also - various companies that supply findings etc - to help others find their way around the pearl world. If the CI growers are working to make their product high-end and specialised in some way, then I am totally all for them marketing their product as such. Of course it is a two edged sword. If they dissociate themselves from the Tahitian umbrella, become known specifically as Cook Island pearls, and then let their consumers down with either poor product flooding the market, or bad or unethical business practices, then their industry will very quickly suffer the consequences.
S
Slraep
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Nerida said:
Hi Nerida,
But you are the one that wrote: "When it comes to marketing, there needs to be product differentiation to make the product seem to be unique. The fact that it may not be completely unique is arbitrary"
Now if the Cooks do what Steve so wisely suggests, and culture the silvery and golden lighter colours, I think it would definitely be to their advantage. Then they would not have to fabricate anything. Those would be some awesome pearls.
Freshadamas are unique not because they are the only high quality freshwater on the market, true, but because they are hand picked from loose gem quality pearls with orient. No, I do not agree, it is not something any pearl dealer can do(for various reasons). That's what makes them unique.
Thanks for the lesson in marketing and pearl production, though.
Slraep
Nerida
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Hi Slraep - true, that's what I said - but I didn't say that it needs to be made up, either. Mystique, for me, is not about making something up, it's about adding to a general picture. I think I also said that the perception of uniquity is based partly on hard facts (colour etc) and partly on mystique. I agree - I think that if the CI growers concentrate on specific colours - fantastic, definite point of differentiation. But I still think that as they farm in a "unique" environment, they should use that physical separation from the other FP growers to their advantage in their marketing.
However I disagree about whether other pearl dealers could produce something identical to freshadamas - I think they could if they really really wanted to - but they don't for any number of reasons - cost, time, language, effort, money barriers. They also may not because they make sufficient money in their other product lines! Who knows? To me, the end result is the same - Freshadamas appear to be unique (because no-one else has the same quality), but they aren't truly unique(because other vendors could produce them if they were prepared to jump over all those barriers).
Not trying to give a lesson on pearl production - hope I didn't give that impression, definitely not something I know about!! Marketing, I know a little more about!
However I disagree about whether other pearl dealers could produce something identical to freshadamas - I think they could if they really really wanted to - but they don't for any number of reasons - cost, time, language, effort, money barriers. They also may not because they make sufficient money in their other product lines! Who knows? To me, the end result is the same - Freshadamas appear to be unique (because no-one else has the same quality), but they aren't truly unique(because other vendors could produce them if they were prepared to jump over all those barriers).
Not trying to give a lesson on pearl production - hope I didn't give that impression, definitely not something I know about!! Marketing, I know a little more about!
jshepherd
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This is really turning into a great discussion!
Marketing is another one of my passions. Josh and I have been having some pretty deep discussions about New Marketing and social marketing recently. The changes in just the last few years make so many things possible.
Marketing is another one of my passions. Josh and I have been having some pretty deep discussions about New Marketing and social marketing recently. The changes in just the last few years make so many things possible.
S
Slraep
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Nerida said:
Hi Nerida,
I think that having Freshadama quality that no one else has, is not just the appearance of that product being unique, that product IS unique. What does anything theoretical really mean when nobody else actually has any? You fail to take into account that gem quality loose pearl FWs are not hanging around China in unlimited quantities. Gem quality comprises a very small percentage of total pearl output. After Jeremy buys up all the gem loot, where would all the theoreticals be getting theirs?
Slraep
Nerida
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I guess I don't really think that Jeremy is the only one buying up all the gem loot. He IS though, the only one that WE see - because of his very superior marketing skills. He is one of the best marketers (and this is a huge compliment!) that I've seen - he is doing wonderful things - bringing gem quality pearls to the Western market - and presents them in a way that makes them affordable and desirable, and yes, seemingly exclusive. Do you think you couldn't go to a gem store in Hong Kong (or London, or NY) or sift through thousands and thousands and thousands of pearls in China to come up with a similar strand?? I have seen a definite freshadama-type quality FW strand at a local (albeit very very high end) jewellers - for $10000 AUD. That strand had probably been through a half a dozen dealers before it landed in the shopfront. I've seen extremely high quality strands in Shanghai - for about $3,500 AUD. Yes, there are other buyers, I'm sure - just that we either don't see them, or their products are out of reach for us geographically or, by the time they get to us, financially. Marketing is not about hype and lies, it's about presenting the product to the consumer. Cook Island farmers, and Josh too at Kamoka, are incredibly isolated, and also incredibly invisible to the consumer unless they market very very well, and very, very carefully!
S
Slraep
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Well yes, I am wrong then. You are right. You are making me see that there is nothing really very unique about a Freshadama strand after all !! That the average person could find one in a lot of places if they tried hard enough and had unlimited air miles to use coupled with a huge wad of money burning a hole in their pockets. And here I thought Freshadamas were something special. Oh well, maybe the people complaining that the Freshies they bought aren't that special, are right after all. Perhaps the only reason the Freshies are unique is because of their affordable price factor? No, I guess not. Theoretically, even probability says you can sooner or later find a Freshie on eBay, if you really, really try hard. What a bummer!! I guess that is how the marketing ball bounces---today PP whips up a Freshie they "tout" as "unique", tomorrow someone bursts their bubble online with an expose of the bleak reality veiled by PP's devilishly superior marketing strategy(yah, that means you Jeremy). The Freshadamas are now only "seemingly exclusive". Ho Hum. Triple Ho Hum for those who bought them.
Slraep
And here I thought Freshadamas were something special. Oh well, maybe the people complaining that the Freshies they bought aren't that special, are right after all. Perhaps the only reason the Freshies are unique is because of their affordable price factor? No, I guess not. Theoretically, even probability says you can sooner or later find a Freshie on eBay, if you really, really try hard. What a bummer!! I guess that is how the marketing ball bounces---today PP whips up a Freshie they "tout" as "unique", tomorrow someone bursts their bubble online with an expose of the bleak reality veiled by PP's devilishly superior marketing strategy(yah, that means you Jeremy). The Freshadamas are now only "seemingly exclusive". Ho Hum. Triple Ho Hum for those who bought them. Slraep
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G
GemGeek
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Smokin-hot discussion. Whoever said pearls were tame didn't meet the passionate people on pearl-guide!
Raisondetre
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I don't think there was much mystique associated with freshadamas at all, or gem quality in general. The reason I bought them was not because they were exclusive, but because they were true value for money. And how did I know that? Because the selection process, grading criteria and specifications were made transparent to the consumer prior to purchasing. People who have bought them provided reviews on the actual purchase experience, what to expect from the pearls and real-life photos of the merchandise. Which is probably why I flood the forum with my own pictures.
I do actually think they are quite special. Because unless you have been to the pearl markets, factories or farms and even attempted to sort through the millions of pearls (literally) the effort involved is not truly appreciated. I spent two hours at a pearl store just trying to get a single strand matched to my specifications, and even now I'm tempted to take it apart and redo it myself. I really don't have that kind of time unless I'm trying to find a one in million pearl color/type that I cannot otherwise get at an acceptable price, whether from a B & M store or online.
Going to a high-end jewellery store may yield the same results, but it is no longer value for money. Which is the marketing appeal.
I do actually think they are quite special. Because unless you have been to the pearl markets, factories or farms and even attempted to sort through the millions of pearls (literally) the effort involved is not truly appreciated. I spent two hours at a pearl store just trying to get a single strand matched to my specifications, and even now I'm tempted to take it apart and redo it myself. I really don't have that kind of time unless I'm trying to find a one in million pearl color/type that I cannot otherwise get at an acceptable price, whether from a B & M store or online.
Going to a high-end jewellery store may yield the same results, but it is no longer value for money. Which is the marketing appeal.
V
Valeria101
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Slraep said:
Make that 'later'. 'Bet that by the time one's done with that sort of search they'd be so burnt that the premium on 'Freshadama' should start looking like a bargain. As long as that's true, the branding makes sense to me.
Not sure what type of freshwater pearls will always remain naturally rare, no matter how many thousands of tons are produced every year. Those mollusks must have some biological limits after all. Your guess is as good as mine.
After spending a few tedious months of my life on 'search' theory, I'm ready to accept that things like diamonds and cultured pearls are effectively rare... Still want that huge pearl drop and cherry color earrings though!
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SteveM
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The opinions and suggestions I've stated here are strictly my own. While Manihikians are in agreement that quality is the key to their future, there is little consensus on how that should be substantiated to the consumer.
Nerida
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Hi everyone,
I certainly haven't been saying that the Freshadamas aren't special - far far from it. As you said, and as we all know, they represent pearls from a minute percentage of the harvest. All I was saying is that PP doesn't buy every single gem quality pearl that has been grown, and that theoretically, if other dealers wanted to put the time, effort and money into producing a similar product, they could. The reason we know that Jeremy puts time, effort and money into his Freshadamas is because of his marketing machine - and PLEASE don't take the fact that a product has been "marketed" (hasn't everything?) as meaning that the consumer group as a whole as been swindled, or lied to, or anything else negative. All that it means is that Jeremy, and his very good staff (and Amanda , and hers; and Terry, and his) has effectively communicated that information to us - ie, they have marketed it correctly and well. If I was looking for a strand of gem quality freshwaters, I would probably buy from one of these vendors. If I had a customer who was looking for a gem strand, that's where I would be directing them - it's not my market!
This thread, and my comments, were initially about Josh's comments that the Manahikian farmers would do well to observe and learn from the marketing techniques used by the Sea of Cortez farmers. My opinion remains that although the CI pearls are from a species of mollusk found and utilized throughout Tahiti, differentiating their product by means of both specialization (colours, quality) and mystique (don't read spin, don't read lies, read what I am saying - things like being ethical farmers environmentally, Josh's "romantic" life story) so that consumer have something to identify with - THAT is what makes people choose vendors - in everything from beautiful pearls to cosmetics to dishwashers!
I certainly haven't been saying that the Freshadamas aren't special - far far from it. As you said, and as we all know, they represent pearls from a minute percentage of the harvest. All I was saying is that PP doesn't buy every single gem quality pearl that has been grown, and that theoretically, if other dealers wanted to put the time, effort and money into producing a similar product, they could. The reason we know that Jeremy puts time, effort and money into his Freshadamas is because of his marketing machine - and PLEASE don't take the fact that a product has been "marketed" (hasn't everything?) as meaning that the consumer group as a whole as been swindled, or lied to, or anything else negative. All that it means is that Jeremy, and his very good staff (and Amanda , and hers; and Terry, and his) has effectively communicated that information to us - ie, they have marketed it correctly and well. If I was looking for a strand of gem quality freshwaters, I would probably buy from one of these vendors. If I had a customer who was looking for a gem strand, that's where I would be directing them - it's not my market!
This thread, and my comments, were initially about Josh's comments that the Manahikian farmers would do well to observe and learn from the marketing techniques used by the Sea of Cortez farmers. My opinion remains that although the CI pearls are from a species of mollusk found and utilized throughout Tahiti, differentiating their product by means of both specialization (colours, quality) and mystique (don't read spin, don't read lies, read what I am saying - things like being ethical farmers environmentally, Josh's "romantic" life story) so that consumer have something to identify with - THAT is what makes people choose vendors - in everything from beautiful pearls to cosmetics to dishwashers!
Raisondetre
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I'm actually very impressed by this whole discussion. I can't imagine anyone being offended at any of the comments. I say, keep it coming.
J
jerin
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Hi everyone and thanks for a good discussion.
I am not in marketing in any way so I just go after my feelings and I have to agree with Nerida overall but of course Slraep is right too, Frehsadamas are something special so far, no matter how Jeremy got them and if he succeeded or not in getting them all. I am sure that they can?t be the only ones and no others left somewhere in China with the many farmers but I am quite certain that it would not be easy from a consumer?s point of view to find them, let alone get a price that can be afforded by many, which through Jeremy has been made possible!
However, this discussion was very interesting and it is good that our PG:ers dare disagree with one another?s interpretions about everything regarding pearls.
I am not in marketing in any way so I just go after my feelings and I have to agree with Nerida overall but of course Slraep is right too, Frehsadamas are something special so far, no matter how Jeremy got them and if he succeeded or not in getting them all. I am sure that they can?t be the only ones and no others left somewhere in China with the many farmers but I am quite certain that it would not be easy from a consumer?s point of view to find them, let alone get a price that can be afforded by many, which through Jeremy has been made possible!
However, this discussion was very interesting and it is good that our PG:ers dare disagree with one another?s interpretions about everything regarding pearls.
Nerida
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Thanks Inge and others! Have to admit I love a good debate!!
Of course freshadamas (and the other, not to be forgotten) gem and gem+ quality products that are available to us, are special. There is no way I would ever invest the time and money or acquire the expertise to put together these products - and I admire those that do.
I also kind of feel for the good folks on these islands - I'm sure their economies aren't exactly thriving, and pearls may be a way out of that, so the temptation must be there to cut corners at times. I guess that's why CI pearls have had a "dumping" issue in NZ a few years ago, and why they may be struggling against the erroneous perception that all their pearls are of this ilk. One look at Steve's fabulous photos is enough to tell us all that theirs is a special product too!
Of course freshadamas (and the other, not to be forgotten) gem and gem+ quality products that are available to us, are special. There is no way I would ever invest the time and money or acquire the expertise to put together these products - and I admire those that do.
I also kind of feel for the good folks on these islands - I'm sure their economies aren't exactly thriving, and pearls may be a way out of that, so the temptation must be there to cut corners at times. I guess that's why CI pearls have had a "dumping" issue in NZ a few years ago, and why they may be struggling against the erroneous perception that all their pearls are of this ilk. One look at Steve's fabulous photos is enough to tell us all that theirs is a special product too!
S
Slraep
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Nerida1 said:
Hi Nerida,
I am reading what you are saying! Would you like me to quote you some more? You are the one writing it. You can't write it and then say you didn't mean it the way you wrote it.
Slraep
