From http://www.trendwatching.com/briefing:

Ah, storytelling, yet another holy grail in the wonderful world of marketing. What’s new in this field? How about companies no longer inundating consumers with their ‘brand stories’, but instead helping customers tell a story to other consumers. Not to promote that particular brand, but to make those customers more interesting to others. Curious?

We have seen this trend slowly catching on in the jewellery world, it’s not the Roberto Coin jewellery these days, it’s the piece that a particular designer has designed and created FOR ME. Brands are big, but they are also strict and rigid. And mass-produced. They seem to think that the audience in London and in Exeter are the same people responding to same tickles. While we are seeing the customer increasingly looking for the unique and original. The companies that will adapt and give the customers something to tell stories about will win.