Jewelry Consumer Insights

Trend - Phonecore, the latest style trend, is taking social media by storm with nearly 130 million TikTok posts. This trend features over-the-top accessories inspired by smartphones such as HMD's Phonecore range, as well as smartphones adapting to become accessories themselves, like Hailey Bieber's lip gloss-holding phone case, blending tech and fashion in innovative ways.

Insight - The rise of the "smartphone as an aesthetic" reflects a growing consumer desire for fashion that integrates cutting-edge technology in visually impactful ways. In an era where personal devices are central to daily life, accessories inspired by smartphones, as well as smartphones functioning as accessories, resonate deeply with tech-savvy, fashion-forward individuals. This trend taps into the intersection of nostalgia and futurism, appealing to those who appreciate both retro design elements and modern innovation.

Trend - Breathing necklaces are designed to aid in mindfulness and relaxation through breath control. The wearer takes a deep breath while holding the tip of the hollow pendant to their lips and then exhales. The necklace contains a small air channel that slows down the exhale, helping the user achieve a slower breathing rhythm.

Insight - Due to increasing stress levels, consumers are increasingly prioritizing mental well-being and stress reduction, seeking products that combine functionality with aesthetic appeal. These products offer stress relief, improved focus, and emotional balance, aligning with trends in self-care and mental health awareness. Additionally, the appeal of mindfulness products is enhanced by their integration into daily routines, making them accessible and practical for modern lifestyles.

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.

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.

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.

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.

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.

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.

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.

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.