# Empowering Gen Z Jewelry &always' Debut Collection Takes Cues from Confident Old Hollywood Icons By Laura McQuarrie | Published 2020-11-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/andalways References: [prnewswire](https://www.prnewswire.com/news-releases/gen-z-icon-loren-gray-launches-new-jewelry-company-always-301177199.html) & [andalways.co](http://andalways.co) &always is officially launching in December as new jewelry company from [Gen](https://www.trendhunter.com/trends/interlinked) Z digital creator and singer Loren Gray, and it was created to empower young adults with jewelry to support confidence and self-expression. The brand for young adults is being introduced to the world with a core collection that takes cues from a [vintage vanity mirror shape](https://www.trendhunter.com/trends/vintageinspired-jewelry). The Starlet Mirror motif is repeated throughout the jewelry designs, helping to turn mirrors as a source of insecurity as a symbol of self-confidence for a new generation. Each new collection from the company will be called Editions, each of which will have its own way of supporting self-expression. On the &always website, there will be a Hall of Mirrors that highlights the way community members choose to express themselves. Image Credit: &always ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 90% | Activity: 85% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Jewelry](https://www.trendhunter.com/jewelry) ## Key Themes ### Key Themes Behind This Trend - **Jewelry Empowerment:** Creating jewelry that empowers young adults to express themselves and fosters self-confidence presents an opportunity for disruption in the jewelry industry. - **Vintage Vanity Motifs:** Utilizing vintage vanity motifs in jewelry design can appeal to a new generation and provide opportunities for innovation in the fashion industry. - **Editions for Self-expression:** Releasing collections with unique themes or motifs that support self-expression can disrupt the traditional approach to jewelry design and appeal to younger audiences. ### Where This Applies - **Jewelry:** Incorporating themes of empowerment and self-expression within jewelry design can lead to innovation in the jewelry industry and tap into younger audiences. - **Fashion:** Using vintage motifs and introducing unique collections that support self-expression can present opportunities for innovation in the fashion industry and appeal to younger consumers. - **Marketing:** Creating a community platform for customers to showcase their self-expression provides innovative marketing opportunities for brands to connect with younger audiences on a personal level. ## Related on Trend Hunter - [Women-Empowering Jewelry Collections](https://www.trendhunter.com/trends/womenempowering-jewelry.md) - [Gen Z-Targeted Jewelry Collections](https://www.trendhunter.com/trends/interlinked.md) - [Empowering Jewelry Designs](https://www.trendhunter.com/trends/empowering-jewelry.md) - [Hypoallergenic Waterproof Jewelry](https://www.trendhunter.com/trends/flaire-co.md) - [Consciously Cool Jewelry](https://www.trendhunter.com/trends/the-art-of-adornment.md) - [Empowering Valentine's Day Collabs](https://www.trendhunter.com/trends/olaeda-x-sarah-ostiguy.md) - [Expressive Charm Jewelry](https://www.trendhunter.com/trends/styled-by-katseye.md) - [Demi-Fine Jewelry Brands](https://www.trendhunter.com/trends/aaria-london.md) - [Expressive Piercing Campaigns](https://www.trendhunter.com/trends/pierced-by-claires.md)