(1) Concept/brainstorm, (2) design, (3) sketch, (4) mould making, (5) polishing, (6) stone setting, (7) casting, (8) production, (9) quality control, (10) packaging, (11) shipping. That is how jewellery making is supposed to be. But, if it is to Zazzy: That is how jewellery making used to be…
Zazzy removes step 3 to 7 and 9. Besides, they have already taken care of step 1 by setting up templates. So, after designing your own (custom made) jewellery, it is only production, packaging and shipping. I think you already have an idea how they do it… right… 3D-printing.
They describe themselves as the Instagram for jewellery: Instagram is about editing photo’s in a simple and fun way, without the knowledge of photoshop. Zazzy is doing the same within jewellery making, creating “cool stuff” without the knowledge of (1) jewellery making and (2) 3d-printing software: One is able to choose between different kinds of jewellery types/templates, which he/she can fully edit, remix and customize. It is not possible (yet) to fully create a specific bracelet yourself, it needs to fit one of those templates. However, you can change a lot, including the material.
“We’re waving a middle finger at the current pre-designed and impersonal jewellery scene”
Based on the production price, Zazzy charges a 60% fee. However, the production itself has been outsourced to Shapeways.com, “The World’s Leading 3D Printing Service & Marketplace” (Dutch company). In this way they do not own materials and a 3d-printer, they only use “manpower”.
Beginning of this month, Zazzy launched their new platform: zazzy.co. On zazzy.co you are able to upload your own 3d-created jewellery and share it, integrate it in your site/blog and sell it. What is so special about that? The most powerful aspect of this platform is that you don’t need to contract manufacturers, with specific order sizes etc. Zazzy will create the products on demand, so there are no costs for setting up your own brand anymore. Selling your first product = making profit. That is something special, don’t you think?
“Zazzy invites you to new way of designing, thinking and creating on zazzy.co”
Zazzy charges the normal 60% production fee within this new business model and a 25% platform fee based on the product-margin, which the creator determined himself. So, Zazzy was already based on co-creation by selling customizable products. However, with zazzy.co the marketing is transferred to the customers as well.
Already 60,000 users designed a product on zazzy.me. I’m very curious about the outcome of zazzy.co. Customizable/personal products are trendy in a lot of different branches, so why not in jewellery? However, Zazzy is not that groundbreaking because you have to fit your design in specific templates. When browsing through the platform (zazzy.co) it all looks the same to me. So, one cannot really differentiate. For personal use, changing text, figures and icons is maybe enough to make it special and personal to oneself. But for brands these options are far from enough to differentiate in the jewellery market: There are so many brands out there….
So my question is: has the time come for niche markets and dummies within 3d-printing, or do we need to wait for some more innovation, in both production price and possibilities?