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# Tween-Targeted Jewelry Lines
Claire's Brings on Olympian Sky Brown in New Jewelry Collaboration

By Grace Mahas | Published 2020-08-11 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/sky-brown
References: [finance.yahoo](https://finance.yahoo.com/news/claires-announces-collaboration-sky-brown-183100475.html) & [claires](https://www.claires.com/search/?q=sky+brown&lang=en_GB)

[Claire's Stores](https://www.trendhunter.com/trends/clairs-x-walgreens), the iconic jewelry and accessories retailer aimed at [Gen Z](https://www.trendhunter.com/trends/gem-z-collection), recently announced a new collaboration with Sky Brown, Britain's youngest Olympian skateboarder and surfer. The 12-year-old professional skateboarder and surfer is set to compete for [Team Great Britain](https://www.trendhunter.com/trends/oakley-offshore-collection) in the 2020 Tokyo Olympics (delayed to 2021) and is also the winner of ABC's competition show, 'Dancing with the Stars: Juniors.'

The 37-piece skate-inspired jewelry collection will officially roll out on August 13th, 2020, exclusively at Claire's Stores. Paying homage Brown's vibrant surfer aesthetic, the series includes colorful braided bracelets, bright faux hair, chic shell chokers, and a variety of earrings and necklaces in playful patterns. In addition, each piece in the collection features a bright picture of Brown alongside her signature—making it easy for consumers to identify the collection.

Image Credit: Claire's

## Trend Insights (Trend Hunter)

- Score: 4.6/10
- Popularity: 74% | Activity: 55% | Freshness: 9%
- Audience gender: 10% men, 90% women
- Primary generations: Gen Z, Gen Alpha
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding)

## Key Themes

### Key Themes Behind This Trend

- **Skate-inspired Jewelry:** Disruptive innovation opportunity: Create collaborative jewelry lines that merge the worlds of sports and fashion, targeting a specific subculture.
- **Gen Z Collaborations:** Disruptive innovation opportunity: Partner with influential young individuals to create exclusive product lines that resonate with the Gen Z market.
- **Surfer Aesthetic:** Disruptive innovation opportunity: Develop jewelry collections that capture the vibrant and carefree spirit of surf culture, appealing to both surfers and fashion enthusiasts.

### Where This Applies

- **Fashion Retail:** Disruptive innovation opportunity: Integrate unique collaborations to attract younger demographics and stand out in the competitive retail market.
- **Sports Retail:** Disruptive innovation opportunity: Expand product offerings to include fashion-forward items that cater to the style preferences of athletes and sports enthusiasts.
- **Jewelry Manufacturing:** Disruptive innovation opportunity: Embrace unconventional themes and collaborations to create jewelry collections that appeal to a wider range of consumers.

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