**Author details**

not tolerate the idea of smart jewelry. The remaining 35% were unable to form a clear opinion. One-fourth of the test users were not "jewelry people." They did not use even traditional jewelry. This group was studied to find out if smart jewelry could attract new customers as jewelry users. According to the study, however, potential buyers of smart jewelry nowadays

People expect from the smart jewelry to experience esthetic, functional, emotional, ecological, symbolic, social, and cultural value. The weighting of these values varies among different kinds of smart jewelry. The esthetic value, however, is common and the most important to potential users. Next comes emotional and symbolic values. These three values are causes why people could use jewelry instead of other products that do functionally the same thing. That is why the smart jewelry users will mainly come from subgroup of traditional jewelry

As wearable technology and the Internet of things become more common on the consumer market, the smart jewelry market will also probably grow. The healthcare and wellness industry seems to be a particular force for growth. A different sensor technology has increased and become considerably cheaper. Besides functional value, people appreciate jewel-like devices rather than an engineered appearance that may also be connected to some illness and thus create sense of shame. This seems to be the only cause to tempt nonjewelry people to smart jewelry users. According to the study, there are many target groups for functional smart jew-

Designed light jewelry has the potential as well, but for considerably smaller target group than functional jewelry. They could be directed at five target groups: (1) for women and their spouses born in 1960s and 1970s that have a positive outlook on life, (2) for tourists as a souvenir, (3) for different kinds of communities, (4) for entertainment business, and (5) for pets. Young people were not interested in light jewelry. However, some young test users said that jewelry should be challenged more comprehensively and forget the traditional shape of

When the market is immature, there is no even common language among people—so-called market definition. If there is no common definition of the market and a subsequent shared language, it becomes difficult to create new demand and supply. As a result, the market will grow slowly or may die completely. In this study, an initial market definition was named concisely" smart and digitalization comes to jewelry." Later it created more specific definitions and own definitions for the light jewelry and functional jewelry. A value proposition can be considered to be a focused market definition. It connects supplier's offering with the customers´ expectations, needs, and benefits. For example, the value proposition of light jewelry for

*Light jewelry produces moments of joy for you, your family, and friends. It emphasizes your selfconfident and bold trendsetter image—including your playful personality. Light jewelry is a vibrant mystical object. Just when you think you see something, the jewelry shapes into something else entirely. Light jewelry has adjustable color options and allows flexibility in various costumes and uses. In addition, light jewelry is distinct from traditional jewelry by being stunning also in low light. On the other* 

*hand, the jewelry is stylish in the absence of light, so that it also suits peaceful moments.*

positive women born in the 1960s and 1970s was defined as follows:

use traditional jewelry.

130 Digital Transformation in Smart Manufacturing

elry. Therefore, the business potential is big.

users.

jewelry.

Erno Salmela\* and Ivary Vimm

\*Address all correspondence to: erno.salmela@lut.fi

School of Business and Management, Lappeenranta University of Technology, Lappeenranta, Finland
