Craft and Commercial

  • Ettagale Blauer


For a while in the mid-1980s, fine craft jewelry designers successfully bridged the gap between their world and that of the commercial jewelry arena. They exhibited and sold their work at American Craft Enterprises craft shows and also at the Jewelers of America (JA) show, the premiere commercial jewelry event in the United States. The entrance of these jewelers into this most commercial marketplace was seen as an intrusion by some of the older established manufacturers. All they could see was a profligate waste of energy, odd mixes of metals and stones, and jewelry that didn’t fit neatly into categories. Unlike the quest for glory implicit in the Olympic motto— “higher, swifter, stronger”—the commercial goal was “thinner, lighter, cheaper, ” a philosophy not conducive to design for the sake of beauty.


Gold Jewelry Casting House Commercial Goal Sterling Silver Commercial Marketplace 
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© Ettangale Blauer 1991

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  • Ettagale Blauer

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