The document profiles different style tribes on the world wide web and their jewelry preferences. It describes the Fashion Blogger, Nouveau Club Kid, Sportif, Uber Bohemian, The Un-Bothered, Lady Concrete Jungle, and The Intellectual tribes based on their interests, influences, spending habits and most popular jewelry items. It also discusses the influence of Coachella festival on jewelry trends and opportunities for brands to engage different style tribes through social media.

1. STYLE PROFILES
THE WORLD WIDE WEB

2. –Rachel Zoe
“Style is a way to say who you are without
having to speak”

3. The Fashion
Blogger
She’s scouring the streets
and Tommy Ton’s photos for
style pics so she can post it
on her Instagram as if she
found it #first.
Her buzzword is TRENDY CHIC

4. • Her fave sites are style.com, garancedoré.com,
Net-A-Porter, Refinery 29 & Pinterest
• She makes up a large part of the 64% of social
shoppers on the web
• She makes up a large part of the 27% of
fashionistas who shop for costume and special
occasion jewelry on Pinterest

5. A new social
shopping app
called,
The Net Set

6. Net-A-Porter Jewelry on Pinterest

7. • She spends >$100 on jewelry because she needs
to show her fashion status
• According to sources the most popular items for
this girl are silver hoops from Michael Kors (12124 likes)
an Eros Ear Cuff (9526 likes), and a Kate Spade Bow
Bangle (12239 likes)
• She shops curated capsules such as the Garance
Doré collection at Net-A-Porter

8. Kate Spade
Kors
Eros

9. Social Shopping
on Polyvore

10. Social Shopping
on Polyvore

14. Erickson Beamon White House / Black Market

15. Marc JacobsChanel Vintage

16. Nouveau Club
Kid
She may or may not be 14
but her style is all pop and
whimsy. If she can’t make up
a colorful story out of it, then
she doesn’t want it.
Her buzzword is: Whimsy

17. • Her fave sites are asos.com, etsy.com & tumblr
• Her biggest influences are from present pop
culture, 90’s pop culture and Japanese culture
• Her age ranges from very young to mature adults
however the former wears whimsy on their body
and the latter will use whimsy in other areas of their
lifestyle.

18. • She spends <$50 on jewelry because she is young
and/or not concerned with status.
• According to sources the most popular items for
this girl is a gold “secret” chain necklace, the aqua
glowing heart bracelet, and shamrock earrings.

23. Solange Azagury-Partridge
Sabrina by Ara Vartanian

24. Overstock Pura Vida

25. Sportif
She lives and breathes in all
synthetic fabrics. She’s
active and has a high tech
look. Everything must have a
function.
Her buzzword is: Ath-Lesiure

26. • Her fave sites are ssense.com, Stella McCartney
for Adidas, Y-3 and Net-A-Sporter
• Her biggest influences are Alexander Wang, Nike
and films like Divergent.
• Her age ranges from 28-40. She's very active and
spends most of her time engaged in an activity or
finding the most edgy items on the web. She
prefers silver to gold.

31. • She spends >$100 on jewelry because she is
wants new technology and trends first.
• According to sources the most popular items for
this girl is a black full finger ring from Farfetched
(3264 likes), a wearable tech ring from Ringly (featured in 500 news
publications), and a Rebecca Minkoff Bluetooth bracelet.

33. Hood By Air
Balmain

34. Links of London

35. Uber
Bohemian
She’s not afraid of color and
embellishment because it’s
a part of her DNA to be
adorned. She looks for
earthy wares but also loves
luxe and labels.
Her buzzword is: Adorned

42. Overstock Max & Chloe

43. • Her fave sites are Etsy, Pinterest, and culture
specific celebrity and hair/makeup blogs
• Her biggest influences are Nicole Richie, Solange,
FKA Twigs and Indie Soul musicians and bands.
• Her age ranges from 18-40. She's a “naturalist” and
loves “ethnic” styles but she’s obsessed with color
and texture.

44. • She spends >$100 on authentic jewelry because
she loves to layer on jewelry to create interesting
color combos and textures..
• According to sources the most popular items for
this girl is a colorful set of chandelier earrings, a
gold stackable “Om” bracelet from Alex & Ani, and
a colorful bib necklace.

46. The Un-
Bothered
She doesn’t want to be
called a hipster. She wants
to act like she’s above
fashion when actually her
wardrobe is very curated.
Her buzzword is: Normcore

47. • Her fave sites are Pitchfork, Opening Ceremony
and Etsy Vintage Her biggest influences are
Kristen Stewart, Agyness Deyn and Zoe Kravitz.
• Her age ranges from 18-34. She likes to maintain a
haphazard look, often mixing seasonal dressing
and ironic looks.

50. McQueen
Coach

51. King Baby Pandora

55. • In almost every hipster area on the U.S. the same
jewelry items are being shown. Along the lines of
the “Dogeared” brand, hipsters are flocking to the
tiny gold jewelry that can be used to put in multiple
ear holes or stacked onto fingers to take up space.

56. COACHELLA
• Coachella is the most influential event in the world for individuals who want the ‘bohemian’ and
‘unbothered’ look.
• The event is one of the only events in the world where buying and wearing jewelry is a major part of the
dressing. As one can imagine, the amount of photos taken and posted is massive.
• The memories of the concert goers is paramount and are shared via social media at an alarming rate.
• There are over 2 Million images on Instagram with the hashtag #coachella
• There is a huge opportunity for Pandora to become one of the memorable moments of Coachella for
concert goers and those who celebrate festival season through a specific style of dressing and who
may not even go to concerts.
Crowd Sourcing
Uber Bohemian &
The Unbothered

71. Lady Concrete
Jungle
She lives and breathes the
urban cities of the world.
She’s a minimalist and often
has effortless and un-
compromised style.
Her buzzword is: Minimal

76. • Her fave sites are ssense.com, Barneys, and The
Man Repeller
• Her biggest influences are Victoria Beckham,
Solange, FKA Twigs and Indie Soul musicians and
bands.
• Her age ranges from 21-45. When it’s time to add
“color” she considers white instead of her usual
black accessories.

77. • She spends >$100 on authentic jewelry because
she loves to layer on jewelry to crete interesting
color combos and textures..
• According to sources she “likes” all black looks on
social media the most,

78. Pandora Givenchy

79. The Intellectual
She dresses for power. She’s
smart and very much pulled
together. Jewelry is a part of
her family’s estate. She
chooses carefully as to what
value to add to her
wardrobe.
her buzzword is: Power

87. Majorica Givenchy

88. • Her fave sites are InStyle.com, Huffington Post,
Alexis Bittar, John Hardy & Tory Burch
• Her biggest influences are Amal Cloony, Cate
Blanchett, Kerry Washington and Olivia Palermo.
• Her age ranges from 18-45. She's a follows the
brand curated trends yet keeps it very classic and
focused on clean lines and muted details.

89. • She spends >$250 on authentic jewelry because
she considers the perfect jewelry looks that work
well from day to night.
• According to sources, for Spring 2015, she is most
interested in monochromatic looks and looks that
make sense for her career as well as looks that are
chic to wear on air planes.