At the beginning of the 20th century, Cartier developed Art Deco jewelry designs that have been used as design inspirations to this day. The purpose of this study is to analyze the characteristics of the Art Deco jewelry designs of Cartier in the early 20th century. Regarding the research method, this study explored the jewelry designs from 1904 to 1939 by extracting 288 analysis subjects from Cartier’s exhibitions, auction picture books, and foreign books, and analyzed the characteristics in terms of design motifs, colors and materials. The results of the study are as follows. Regarding the design motifs, 73% were geometric motifs, and 66% were a combination of circular shapes and polygons, the most frequent. In terms of colors, 69% were chromatic in color, and vivid colors were mostly used in the order of red (24%), - green (19%), and - blue (14%). Of the materials, 92% of the metals consisted of platinum, and gemstones were used in the order of diamonds (41%), - onyx (13%), - emeralds (11%), - rubies (9%), and - sapphires (8%). In the early 20th century, Cartier’s Art Deco jewelry designs featured abstract and geometric motifs, vivid colors and strong contrasts, platinum and precious gemstones. This study is meaningful in that it explores the competitiveness of Cartier’s designs and provides practical ideas to combine Art Deco style with contemporary jewelry designs successfully.

Global luxury jewelry brands had begun to launch their direct businesses in Korea since the 1990s, and have attained fast growth by holding events reflecting their philosophies. The purpose of this study was to analyze the background of their growth by examining the types and roles of events in Korea held by luxury jewelry brands. For the research method, the quantitative and qualitative analysis were performed about domestic events of Tiffany & Co., Cartier, Bvlgari, Chaumet, and Van Cleef & Arples during the period from 1990 to 2013. Also, theoretical study was reviewed. The results are as follows. The events are largely classified into jewelry exhibitions, jewelry shows, wedding fairs, and hybrids. The roles of such events were, first, the artification of products and, second, the contemporization of traditions. According to the findings of this study, luxury jewelry brands transmitted new emotions and values to their customers through their events in Korea, and extended their influence continuously over the Korean high-end jewelry market.

Tiffany & Co. had been recognized so highly in Korea even before its official advance to the country in 1991 that a successful jewelry company was called 'Korean Tiffany'. The purpose of this study was to explain how American brand Tiffany had been spread and recognized among Korean people by analyzing related articles and advertisements during the period from the Liberation to the 1989. The research method used in this study was the articles of newspapers and relevant literature. This is the result that, with the run of movie 'Breakfast at Tiffany's in Korea in 1962, the trade name and trademark of Tiffany were used illegally not only by jewelry traders but also by other businesses. Other luxury jewelry brands in the same period could not enjoy indirect advertising and spillover effects as good as Tiffany. As a result, a successful jewelry company was called 'Korean Tiffany' in 1989, and the expression is still valid in the country.