Jewellery Industry Trends in 2026: What Independent Jewellery Brands Need to Know
The jewellery industry enters 2026 in a very interesting position. While fashion and luxury are facing slower growth and more cautious customers, jewellery continues to outperform the wider market. Demand for fine jewellery, bespoke, and design-led pieces is rising, and the way customers are buying jewellery is changing fast.
For independent designers, this presents a real opportunity - but only if you understand how the landscape is shifting.
Here are the trends every jeweller should know for 2026.
Jewellery Is Outperforming Other Luxury Categories
The latest State of Fashion report from Business of Fashion and McKinsey shows jewellery growth at roughly 4–5 percent annually through to 2028, while clothing sits closer to 1 percent.
Jewellery is proving resilient because it sits at the intersection of:
emotional meaning
investment mindset
longevity
identity
gifting and self-expression
In uncertain years, customers buy fewer things, but they buy things that matter.
Customers Are Buying Jewellery Differently in 2026
One of the biggest changes is the rise of self-purchase. Recent surveys show over 40 percent of women buy jewellery for themselves, with men catching up fast.
Self-purchase is driven by:
self-expression
reward culture (especially career milestones)
personal collecting
identity and aesthetics
emotional connection
This shift means brands need to speak directly to the wearer, not just the gift-giver.
Craft Has Become the New Status Signal
Luxury status has moved beyond logos. Younger luxury buyers (Gen Z + Gen Alpha) are seeking:
craftsmanship
heritage
human touch
cultural capital
story
intentionality
In China, this is showing up as the slow craft movement, where artisanal processes and traditional making techniques are being elevated as desirable luxury.
This trend naturally benefits independent jewellers.
Bespoke, Resetting and Personalisation Are Growing
Bespoke isn’t just for bridal anymore; it’s becoming normalised. Customers want pieces that reflect:
milestones
relationships
achievements
identity
memory
Heirloom resets, birthstones, engraving, and gemstone selection all align with this desire for personal meaning over mass style.
Jewellery Is Now an Experience, Not Just a Product
Luxury is moving from “look what I bought” to “look what I was part of”.
Customers want to see:
workshops
waxes
gemstones
sketches
CAD models
the design journey
Digital tools like Zoom consultations, CAD visualisation, virtual try-on and storytelling on Instagram make this possible even without a physical studio.
Accessible Luxury Is the Sweet Spot
The most commercially dynamic segment of jewellery in 2026 isn’t the high street and it isn’t ultra-luxury - it’s elevated accessible luxury.
Customers are buying pieces that are:
high quality
craft-led
emotive
distinctive
long-lasting
Independent jewellers are perfectly placed in this space.
Technology Is Enabling Higher-Value Online Sales
AI and digital tooling are not replacing jewellers; they are removing friction from the buying journey.
Examples include:
3D rendering
virtual try-on
online consultations
automated gemstone matching
digital catalogues
personalised recommendations
Customers are now comfortable spending £1,000+ online for jewellery if the experience feels trustworthy and the brand is clear.
What This Means for Independent Jewellers in 2026
Two things are true at once:
The market is saturated and competitive
Jewellery is one of the most exciting luxury categories of the decade
The brands that will grow this year are not necessarily the loudest or trendiest. They are the clearest.
Clarity builds confidence, and confidence converts hesitant buyers in a cautious year.Key Takeaways for Jewellers
Self-purchase is replacing gifting
Craft and cultural storytelling are driving demand
Bespoke and personalisation are growing
Digital experiences are no longer optional
Accessible luxury is the strongest-performing tier
Clarity of brand and design handwriting matters more than ever
If you’d like to explore these cultural shifts and trends in more depth - and learn how to maximise on these opportunities in 2026, you can watch my latest Masterclass (for free!) as I talk you through them.