Současný český šperk pohledem tvůrců

This bachelor’s thesis focuses on designer jewelry as a phenomenon that transcends its decorative and material functions to become a means of personal expression, cultural identity, and the relationship between the designer and the customer. The aim of the thesis is to explore how Czech and Slovak jewelry designers working in the Czech Republic perceive the current market for designer jewelry, what level of interest there is among the public in local creations, what opportunities and threats are associated with their professional activities, and what strategies they use to reach customers and build their brand. The thesis focuses on the following research questions: how do jewelers perceive interest in local creations and what opportunities and threats they identify in this environment, and what strategies do they use to establish themselves in the market, including considerations regarding the domestic market and expansion abroad. Methodologically, the thesis is based on qualitative research drawn from six in-depth interviews with Czech and Slovak designer jewelers working in the Czech Republic. The findings show that interest in local craftsmanship is primarily associated with originality, personal story, trust in the designer, and a move away from mass production. Jewelry designers cite growing interest in authenticity and individualization as key opportunities, while they perceive threats primarily in competition, price pressure, economic uncertainty, and administrative burdens. To establish themselves in the market, they primarily use personal communication, social media, visual presentation, studios, and design events, while they view expansion abroad as a potential opportunity, but not necessarily as a more advantageous path than the domestic market.