Jewellery trends: The key to understanding your customers

Understanding the global state-of-mind is key to knowing your customer

Paying attention to trends in the jewellery world feels slightly out of sync with the ethos of an independent jeweller. 

Do we really need to follow trends? Aren't independent jewellers in a different category to fashion-led jewellery? I believe that understanding what matters to customers and what people are thinking about is more important than ever when designing, presenting your work, and starting a jewellery business.

For example, as the array of choice becomes broader online, with so many brands vying for our attention, many customers want something highly personalised and unique more than ever. This might mean that esoteric engraving is a rising trend, or customisable elements. 

Understanding the global state of mind is key to understanding your customer.

Are they retreating into family life more? Are they looking at investments or long-term savings? How are they feeling about material luxuries? Are people looking to nature for escape or a sense of freedom? Are Gen Zs worrying about shopping locally?

All these issues affect the business of selling jewellery.

This Tuesday 10th June I'm speaking to Archana Thani, ex-jewellery editor at Vogue India.

Archana is a jewellery trend forecaster and brand consultant, and will be fresh from speaking at Couture, JCK in Las Vegas. We'll be discussing trends - from the bigger, broader ideas that are affected by what's going on in the world, to micro-trends that are easy to add to your collections - like what individual styles are rising to the fore.

I'll be going deeper into understanding what is happening in the jewellery world in general, and asking how it affects independent jewellers. It's going to be a great talk, I hope you can join us.

The talk was held on Tuesday 10th June 2025. Click the below to join the jewellery masterclass.