The pandemic has undoubtedly changed the world in many ways. One of those ways is revealed in renewed consumer interest in jewelry of all kinds. Adorning oneself with jewels is a post-COVID celebration of survival that has been elevating the jewelry industry to new heights.
But it’s not just fine jewelry that’s seen a tremendous surge in popularity over the past couple of years. Costume jewelry, best characterized by the Dopamine jewelry trend, is finding new friends among people ready to paint over the pandemic’s stoic gray with bold strokes of color and whimsy.
Personalization: Consumers were increasingly drawn to personalized jewelry pieces that allow them to express their individuality. Customization options, such as engravings, birthstone selections, and unique designs, were gaining popularity.
Ethical and Sustainable Practices: Conscious consumerism was on the rise, and customers were showing more interest in ethically sourced and sustainably produced jewelry. Brands that prioritized responsible sourcing of materials and supported fair labor practices were gaining favor.
Lab-Grown Diamonds: Lab-grown diamonds were becoming more mainstream as an ethical and environmentally friendly alternative to traditional mined diamonds. These diamonds are chemically identical to natural ones but are created in controlled settings.
Vintage and Antique Jewelry: Vintage and antique jewelry were making a comeback, appealing to consumers looking for one-of-a-kind pieces with historical and sentimental value. These items often represented a connection to the past and had unique craftsmanship.
Minimalist Designs: Simplicity and minimalism were trending in the jewelry industry, with clean lines, delicate pieces, and understated elegance gaining popularity. This trend catered to consumers seeking timeless and versatile jewelry options.
Influences from Nature: Nature-inspired designs were capturing attention, with motifs like flowers, leaves, animals, and other natural elements featuring prominently in jewelry collections.
Non-Traditional Gemstones: While diamonds remained a classic choice, colored gemstones were becoming more sought after. Consumers were embracing a wide range of vibrant gemstones as centerpieces for their jewelry.
Technology Integration: Some brands were incorporating technology into jewelry designs, such as smartwatches, fitness trackers, or NFC-enabled pieces that could store data or interact with devices.
Online Shopping: The jewelry industry was experiencing a shift towards online shopping, with many retailers expanding their digital presence and offering a seamless e-commerce experience.
Gender-Neutral Jewelry: Gender norms were being challenged, leading to a rise in gender-neutral or unisex jewelry designs that appealed to a broader audience.
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Pandemic as Sales Driver
What do you do when you can’t go outdoors? When you can’t eat out or even go to your job? Why, you “cocoon!” Cozy, utilitarian clothing, minimum effort, and maximum downtime were the order of the day during the confinement of COVID.
But once the virus’s march had been slowed by the introduction of vaccines and restrictions were slowly lifted, people wanted to burst from their cocoons looking fantastic. They were ready to express themselves with bold colors and sparkly trinkets. And jewelry sales went through the roof as a result. In 2021, jewelry sales increased by 50% over 2020, according to data from the US Bureau of Economic Analysis.
Fine Jewelry Trends
When we discuss the global jewelry market, it’s fine jewelry we’re talking about. And with the recent advent of traditional fashion houses introducing lines of fine and high jewelry, consumer interest turned toward what was once a rarefied world.
In tandem, with demand for all-manner-of-jewelry, buyers are also seeking alternatives to traditional stones and settings. Rare minerals are just one of those alternatives, with jewelers offering moissanite2 options alongside diamonds and other precious stones. Alternatives like these center not only on their sticker price but environmental considerations to appeal to a range of consumer sectors.
Newly-established luxury markets in China and South Asia are also buoying the fine jewelry market, even with the pandemic’s economic battering so vividly fresh in consumer minds. This fresh blood adds to the reliable influence of US luxury goods consumers on the international jewelry market.
- Minimalist Jewelry: Delicate and dainty pieces with simple designs were in high demand. These included thin chains, small stud earrings, and delicate bracelets, which provided an understated yet elegant look.
- Layering and Stacking: Layering necklaces and stacking rings were popular ways to create a personalized and unique style. Mixing different metals, gemstones, and textures allowed individuals to express their individuality.
- Colored Gemstones: Vibrant gemstones, such as emeralds, sapphires, and rubies, were gaining popularity as centerpieces in both rings and necklaces. They added a bold and eye-catching element to traditional fine jewelry.
- Vintage and Antique Revival: Vintage-inspired and antique-style pieces were making a comeback, capturing the essence of bygone eras with intricate details and craftsmanship.
- Sustainable and Ethical Jewelry: Consumers were increasingly conscious of the environmental and ethical impact of their purchases. As a result, sustainable and ethically sourced jewelry using recycled metals and responsibly mined gemstones gained popularity.
- Statement Earrings: Bold and oversized earrings became a prominent trend, allowing wearers to make a statement and draw attention to their face and style.
- Asymmetrical Designs: Breaking away from traditional symmetrical patterns, asymmetrical jewelry designs offered a sense of uniqueness and modernity.
- Convertible Jewelry: Versatile pieces that could be transformed into different styles or worn in multiple ways were gaining popularity, offering excellent value for money.
The Runway Responds
A key feature of 2023 runways is jewelry. Usually relegated to a supporting role, this year jewelry is in your face, taking center stage. Added to the post-pandemic hunger for adornment, the sight of incredibly novel, attractive trends in jewelry on runways and red carpets certainly adds momentum to the public zeal for bling.
The rearguard pressure of popular culture can’t be denied, playing to the restlessness of COVID shut-ins. Particularly for younger people, inhabiting demographics like Generations Y and Z, the “insult” of confinement demanded a victorious response to its conclusion. And that response has been heartily bejeweled. Instead of waiting for a gift of jewelry, people are increasingly buying their own pieces, with “YOLO” as their battle cry.
So it’s no big surprise that global jewelry markets have weathered the pandemic’s fallow time only to emerge stronger. With the projected growth of 8.5%, year-to-year, the global jewelry market is expected to burgeon to a whopping $518b (over today’s almost $270b).
The Costume Jewelry Market Explodes
Expected to grow 6.3% between 2023 and 2028, the costume jewelry market was worth $33.1b in 2022. Again, dopamine jewelry and other brightly colored, shiny jewelry, lift the spirits just as surely as the real thing. The market is consuming costume jewelry with great enthusiasm.
Frippery and frivolity are habitual visitors following difficult historical periods. And just as the Roaring Twenties followed the First World War, post-COVID costume jewelry is ebulliently and unapologetically fun and frivolous. Consumers are relieved and ecstatic to have survived a tragic moment in human history. But agony too often follows ecstasy just as surely as fallout follows an explosion.
Growing Popularity: Costume jewelry has gained popularity worldwide due to its affordability, wide variety of designs, and its ability to quickly adapt to ever-changing fashion trends.
Fashion Trends and Seasonality: The market for costume jewelry is heavily influenced by fashion trends and seasonal changes. Jewelry designers and manufacturers constantly update their collections to align with the latest trends, ensuring that consumers have access to fresh and appealing designs.
E-commerce and Social Media Impact: The rise of e-commerce platforms and social media has significantly influenced the costume jewelry market. Online retailers and social media influencers play a vital role in promoting and selling these accessories to a global audience.
Target Demographics: Costume jewelry caters to a broad consumer base, including teenagers, young adults, and budget-conscious shoppers of all ages. Its affordability makes it an attractive option for people looking to accessorize without making significant financial commitments.
Environmental and Ethical Concerns: As with the fashion industry overall, there has been increasing awareness of sustainability and ethical concerns related to the production of costume jewelry. Consumers have shown a growing interest in eco-friendly and ethically sourced jewelry options.
Competition: The costume jewelry market is highly competitive, with numerous brands and designers vying for consumer attention. Established fashion houses, as well as emerging boutique designers, all contribute to the diversity of the market.
Materials and Quality: While costume jewelry is generally more affordable, some brands may focus on higher quality and craftsmanship, offering mid-range and premium costume jewelry options.
Regional Variations: The popularity of costume jewelry can vary significantly across different regions and cultures due to varying fashion tastes, buying habits, and income levels.
The Caveats
One key caveat with respect to the ongoing health of the jewelry industry is the inflation currently gripping global economies. People in less privileged economic sectors are struggling to keep pace, as the cost of living rises and currency markets fluctuate wildly. Just as they thought the worst was over the whiplash came, with brutal effect for some.
The market’s focus for the broader fine jewelry market must, of course, be on necessities versus luxuries. But for couples planning to wed, nuptial jewelry isn’t considered a luxury. And with 2.24 million weddings projected for 2023 by the Wedding Market Report, it’s going to be an exceptional year. But that number’s down from 2022’s 2.47 million and is projected to descend precipitously in subsequent years.
All that said, the full extent of the fallout of the pandemic has yet to be quantified. Factoring in the ongoing war in Ukraine, there is much economic uncertainty in the air. For the moment, the post-COVID growth in the jewelry industry must be seen as a blip, with a flattening to come. But in volatile economic conditions like those we’re encountering, we see through a veil darkly, at best. And what we see – as the pandemic instructed – can rapidly change.
