Solaris Gems project: how product rendering is replacing photography in the jewelry business?

When an ordinary person asks themselves “how can I do this just as beautifully, quickly, inexpensively and effectively” as a designer, artist, videographer or musician (any professional who, in some way, transforms reality, creating a product through creativity), somewhere in the Universe, under the influence of gravity, “new ideas” are synthesized. Their physical manifestation becomes the result of generalized experience and a simplified view of things. As a result, what took decades for a specialist to master in a particular field is now turned into a “user-friendly interface” for the masses (and, with a premium subscription, it transforms into a powerful tool with features unavailable to the average “user”).

How does this manifest in practical terms? Think of, for example, the Photoshop graphic editor, which many now complain about less. Why? Because a program has emerged on the market that can remove a background with a single mouse click (and, over time, some products even allow you to customize this feature – wow!). In the race for success – especially in promoting services on social media – less skilled and more tech-adapted individuals now compete. However, does this automatically guarantee high-quality execution and, consequently, ultimate effectiveness? This is a philosophical question. But not for business! There, the money invested in tools to optimize processes must pay off. And quickly.

As a result of progress, we become witnesses to the changing participants in the “food chain”. At the peak of innovation, the most “predatory” and “hungry” is artificial intelligence, which casts doubt on the value of certain skills, making expertise accessible to everyone. 

However, this modern natural technological circulation may be less radical. It assumes the presence of “substitutes”, who are sent to the sidelines, but still under strict human control...

In the history of our 3D visualization and rendering studio, which turned into a collaboration with the marketing director of a jewelry store, it’s clear how 3D visualization technologies are displacing the skills of photographers. How? Let’s take it step by step!

When it comes to premium brand representation, relying on the overconfidence of machine learning can seem quite risky, as the input data may be misinterpreted. In general, this can happen even when two people are communicating in different languages (though, to be fair, live conversation still feels much more pleasant and productive).

However, it was precisely at this point of miscommunication that our future client and the photographer she had found for the product shoot of a new jewelry collection reached an impasse. The connection simply didn’t happen. As a result, the client from the United States turned to our studio for product renders, a decision she deemed almost fate-defining. On the agenda for Lara Weber (who represented the interests of a well-known American retailer) were several key issues, the solutions to which would almost determine the competitiveness of the new line.

First, due to the materials from which the pieces were made (including gold, particularly rose gold, and precious stones), the primary task was to convey realism. Our 3D artists managed to achieve the noble shine of 18-carat gold and make diamonds as transparent as dew drops, thanks to meticulous adjustments to lighting and textures (no worse than professional photography – we’ll probably repeat this truth more than once!).

Secondly, our mission was not only to showcase the apparent “luxury” of the pieces but also to reinforce it with a deep philosophy. All of this was conveyed through models in the digital space! In the end, we were able to emphasize the symbolism of the collection, inspired by the forces of nature. With the naked eye, one can see how the lines and overall shapes of the jewelry resemble intertwined tree branches or draw parallels with sun rays. The elegance and sophistication of the project Solaris Gems became a reflection of the driving force that was beautifully showcased through visual storytelling in the renders. With just one concept, we perfectly hit the target audience, demonstrating the advantages of a flawless collection imbued with inner confidence. In fact, this very factor can become a key determinant for business success, as a “true” image that works in harmony with an emotionally compelling story often grabs attention with its uniqueness, stimulating an increase in purchases.

Speaking of conditions... this includes weather conditions as well. 3D visualization, as a finished product, can bring any idea to life, even the most outlandish one. All it takes to realize it is the technical skill of the 3D artist and an unconventional request paired with a detailed technical brief from the client. The background on which a necklace sparkles, emphasizing its close connection to nature, might not even exist in reality. And that only increases the insatiable future interest of consumers. This, in turn, means that the jewelry company's revenue will grow in the foreseeable future.

Photorealistic renders offer the opportunity to bring design concepts to life that may be too complex or even impossible to execute physically during the development stage. For instance, if a design involves a sophisticated combination of materials, such as rare gemstones or unique types of finishes, renders allow the idea of the product to be conveyed before its physical production is completed.

In the era of 3D technology advancements, companies with strong profitability are not limiting themselves to promoting their services solely through renders. Driven by a desire to stay ahead of trends, they are integrating the development of “full-length” and interactive marketing tools into their processes. In the jewelry business, this could include a 360-degree panorama, allowing customers to view earrings from all angles while sitting at home, whether they are selecting a gift or an addition to a set they already own. From the customer's perspective, this reduces the risk of making a mistake or paying for something unnecessary, while also personalizing the experience, which positively impacts sales. 

3D renders enable brands to create images that perfectly align with their conceptual and visual identity, unlike standard photographs, which may be less distinctive. This is a key asset that helps a company stand out from its competitors!  

With 3D rendering, marketing materials can be quickly created and ready for use on websites, social media, brochures and other platforms. This reduces the need for constant photoshoots and accelerates the time to market for products.