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Jewelry Consumer Insights

Inclusive Jewelry
Jewelry brands become more inclusive in their products and representation
Trend - The North American jewelry industry has historically been relatively exclusive, and in the past that's had an impact on its accessibility for some demographics. Now, more brands in this space are prioritizing inclusion--in everything from LGBTQ+ representation to inclusive internal hiring initiatives.

Insight - In North America, consumers are no longer satisfied with brands paying lip service to the values and causes they care about. Now, more people expect that businesses respond effectively to social movements that are working towards equality, inclusion, and the accurate representation of minorities.
Workshop Question - How is your brand effectively aligning itself with the values of consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Brass
Jewelry brands are creating sophisticated pieces from upcycled brass
Trend - As upcycling becomes an increasingly popular trend, jewelry brands are taking note and creating new pieces made from upcycled brass that would otherwise be wasted. These pieces range from rings to jewelry, and help customers feel good about their purchases.

Insight - As the climate crisis continues, more consumers are prioritizing eco-friendly purchases than ever before. These consumers turn to brands that are authentically sustainable, and brands that respond to the demand for climate-friendly products and services will become increasingly relevant in the years to come.
Workshop Question - How is your brand prioritizing authentic sustainability?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Jewelry
Gender-neutral jewelry collections are becoming increasingly popular
Trend - Jewelry brands are now prioritizing gender-neutral collections, branding and marketing in order to appeal to more consumers, and be more inclusive in the process. These products tend to be more minimalist in their design.

Insight - In North America, many consumers are no longer restricting themselves to gendered products, and are becoming more critical of the push to do so. Young consumers in-particular are shedding often-oppressive gender norms and expectations by being more flexible in how they express themselves from a fashion standpoint.
Workshop Question - How is your brand being more inclusive in the way it appeals to consumers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Psych Reframe
Designers are channeling difficult human emotions and the importance of acceptance
Trend - Contemporary designers are referring to problematic societal norms that are excusatory and harmful to people's perception of self. These concepts are realized through high-tech fashion or sculptural jewelry that seeks to directly or indirectly affect one's psychological state.

Insight - Contemporary consumers are increasingly coming to the awareness that traditional societal narratives and what is held as the "status quo" are harmful—if not directly to one's self then to others in the community and especially to people who are marginalized. Either motivated by a sense of guilt or by duty to make the world a better place, individuals are looking to remedy the situation by placing more focus on healing and acceptance, as well as by building safer spaces.
Workshop Question - How might your brand build safer spaces for individuals?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lab-Grown Luxury
The ethical diamond industry grows due to Millennial demand
Trend - Ethically-sourced diamonds are increasingly popular as Millennials begin choosing lab-grown jewels that don't carry the same moral baggage as mined diamonds. This shift comes with companies looking to better align with the values of their consumers--as ethical shopping becomes top-of-mind for many.

Insight - Aside from having lower rates of marriage than preceding generations, a crucial reason for Millennials' impact on the global diamond industry rests in their preference for conscientious purchase habits. Traditionally, the diamond industry has been associated with conflict and exploitation, and ethical alternatives have been few and far between. Thus, Millennials are seeking out brands with production processes that are more aligned with their personal values and ethics--particularly when looking to purchase investment pieces.
Workshop Question - How could your brand better align itself with the values of its customers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Direct-to-Engaged
DTC engagement ring retailers rise in popularity
Trend - For a long time, one needed to visit a store in-person and consult with an expert to buy an engagement ring. Today, a number of direct-to-consumer jewelers specializing in engagement rings are disrupting this process. These e-retailers appeal to Millennials in particular looking to prioritize value, convenience and in some cases, customization over an expert consultation.

Insight - As the Millennial demographic starts to plan for life’s milestones, they are looking for the most efficient approach to meet their needs. This generation is digitally fluent due to their daily interaction with communicating online. As a result, they favor the digitized experience for convenience and familiarity.
Workshop Question - How much value do in-person interactions to your customer experience? How could this be replicated in a digital experience?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Specialized Inclusivity
Brands well beyond fashion release plus-size specific items
Trend - Speaking to the positive response to more inclusively designed products, brands in industries beyond fashion are debuting plus-size-specific offerings. Though the plus-size market is still underserved for the most part, this shift toward greater inclusivity is indicative of a more thoughtful approach to product design.

Insight - Social media has shifted the power from mass media and corporations to individuals, leading to a redefinition of many pre-existing belief systems. Not only are consumers accepting of these shifts, but are often excited about them and seeking ways to celebrate a new wave of intersectional diversity.
Workshop Question - What's a demographic your brand is overlooking? What's an approach you could use to begin to reach that group?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Understated Accessory
Jewelry branding takes on a more minimalist form
Implications - Minimalist aesthetics are permeating the retail experience, from overall store design to the amount of products displayed. Appealing to more modernized sensibilities, this is influencing the way that products like jewelry are packaged as well. Though not necessarily a dramatic departure from classic jewelry packaging, this shift brings accessories in line with modern tastes.
Workshop Question - How can your brand employ minimalism in design, or in processes, to streamline its products/services?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Personalized Adornment
Consumers opt for jewels that let them express their unique individuality
Implications - Jewelry brands are aiming to enhance their already precious offerings by producing pieces that feel more personalized and speak to the individual sentiments of the wearer. Inspired by the growing desire for customization and individualization, jewelry brands are recognizing consumers as unique individuals and, in the process, fostering intimate relationships and stronger brand loyalty.
Workshop Question - Are you providing enough diversification in your products to appeal to the majority of consumers? If not, how could you change that?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Purposeful Baubles
Charitable jewelry empowers consumers to indulge for a good cause
Implications - When it comes to luxuries like jewelry, more Millennials are starting to seek out brands that align with social good causes important to them, allowing them to alleviate anxieties over spending their hard-earned cash on inessentials. With social media tools empowering Millennials to broadcast their support for such causes, brands are strategically leveraging this opportunity in order to spread word-of-mouth and inspire brand loyalty.
Workshop Question - How can your brand leverage your loyalty program to promote social good?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends