We are all eagerly awaiting a standard for Baltic amber, and it is desperately needed. We often hear that the standard will be important from the perspective of producers and sellers, but also for end consumers, as it will protect their interests too. However, let us consider whether, by using scientific terms to describe amber that has undergone specific processing, we might frighten off the target customer.
Based on the standard, amber jewellery will be certified, but won't the term „modified amber” cause buyer reluctance? Will the word „modified” not be understood as „inferior”, automatically spoiling the pleasure of purchase? Within the amber jewellery manufacturing and retail industry, the terms „flaked amber” or "clarified amber" have been used for years. In your opinion, isn't such naming for thermally modified amber more "friendly"? It's only about nomenclature, nothing more, as both terms truthfully describe the processing method.
Most amber jewellery produced is decorated with clarified and scaled amber, so are we aware of how the scientific terms for the processes amber undergoes will be perceived by the target customer? Let's consider whether the word "modified" might raise doubts in the customer's mind as to whether what they wish to purchase is still amber...
Marcin Wesołowski is the owner of NAC Amber.