**4. Action research**

Smart jewelry is a new product group without an established market. An initial market definition was named concisely "smart and digitalization comes to jewelry." Smart jewelry is a category of wearable technology, and therefore the market definition of wearable technology [25] was applied to the second market definition: *Smart jewelries are esthetic electronic devices (electronic devices with microcontrollers), which provide value for their user through esthetic and different functions and features.*
