I started writing my annual trend article for CJ magazine when I realized something. You see, it just did not feel right, even shallow for me to be discussing fashion and trends given the current state our society is in. I think now is not the time to boast about a new drop earring, the resurgence of pearls or paperclip chains… Our thoughts are currently consumed by bigger issues and concerns. Upon taking the time to reflect on that, I realized that the pandemic actually highlighted one of the cornerstones of our industry, and it has now become one of the key trends. It’s something I did not think could appreciate even more: Jewellery of significant meaning.
One of the positive effects of Covid-19 is the realization
of what is truly important.
The people in our life, the time we spent, and the memories made. I believe this trend is directly being caused and propelled by what we have all gone through this year. At the beginning of the pandemic we were hearing prognosis about a potential spike in couple/family separations due to quarantine fatigue; yet, with the benefit of hindsight, we are seeing quite the opposite. Thankfully, relationships were strengthened by the challenges we grew through together and even hard times can become good memories of survival, determination and commitment. The current upward trend in significant Jewellery is a reflection of that!
In that light, I have been noticing new types of family rings & pendants, utilizing symmetry and geometric shapes. These Jewellery pieces are emotionally important to their owners as they do not see Peridot, Citrine and Topaz; they see their loved ones. Some Jewellers are tying the trend in stackable eternity bands with family rings. Some as well utilize fancy coloured diamonds instead of gemstones and then highlight the tint with a mix of Rose, Yellow or White gold.
Lockets are making a comeback, as well as more pendants with names, places or dates inscribed and a surprising resurgence of charms plus lots of nameplate pendants. All these trends are tied to a memory, a moment or the people in our lives. Jewellery can mark an occasion like no other gift. We gift Rings at weddings, Watches at graduation, Earrings for push presents, Pendants at coming of age ceremonies and of course Anniversary Bands for the namesake.
We need to remember that this is what gives Jewellery its value: what it means to the wearer, not its rarity.
Computer-aided Design (CAD) has been growing for the last couple of years however is even more prevalent now. With CAD, it can be a two-step process, one for customization and another for personalization. In a typical scenario, a customer would bring an image of a ring to replicate. After a digital 3D copy is made and the customer is satisfied, the client can go and make it their own, with options like: What can we inscribe, can we hide a gemstone, can we inscribe a secret message on the diamond girdle?
All these trends are excellent for our industry. The more sentimental value we can give to our artwork the more precious it becomes, and the better we treat our customers the more loyal they become.
As for materials, alternative metals have become more popular as the price of gold shot through the roof. Gemstones have become very popular (“Montana Sapphires” in pastel palette especially so), but not outshining the trend for Lab-Grown Diamonds. I am genuinely shocked by the popularity of Laboratory Diamonds this year! The difference between CVD (Chemical Vapor Deposition) and HPHT (High-Pressure High Temperature) Lab-grown diamonds is becoming more common knowledge, with the public demand leaning towards the former. Less surprising is the demand for investment quality diamonds. Like gold, diamonds are a great commodity to diversify your portfolio into uncertainty. Similar to 2008, Big Diamonds have been selling very well, High Colour and Clarity as well and investments continue into Pink, Red, Orange, Purple and Blue Diamonds. However, Chocolate and Champagne diamonds are not selling as well as they were a few years ago. Salt and Pepper diamonds as well as old cuts/unique shapes are selling very well and allow for some very unique and personal designs.
The other trends have nothing to do with fashion and more to do with momentum in our industry. With so many restrictions in place, many stores went the extra mile to help their customers during the pandemic and quality of service has actually improved!
It begins with creating a safe environment for both your staff and your customers so that even the most cautious of people feel comfortable. The service continues with discovering who they are, where they met, what they do, when and where they’d like to get married, or what the special occasion the Jewellery piece is for. This kind of personal connection is what will keep your customers loyal. While the budget has been a sensitive issue, love finds a way. Everyone deserves a beautiful piece of Jewellery that they are proud of and are in love with, and those Jewellers finding a way to hit the budget along with outstanding service and craftsmanship quality end up with multiple referrals! While this all existed to a lesser degree before the pandemic, the pandemic emphasized it with especially the after-sale service becoming exceptional. Personal deliveries have become the norm and customers really appreciate it. Zoom calls and personal shoppers are new sales avenues that have allowed for more sales during social distancing.
Last but absolutely not least, one observation really warms my heart and makes me thankful to be a part of this trade. I have seen so many of you being there for the people and the organizations in need during the pandemic. The average consumer may tend to think of our industry as somewhat prideful and self-serving. After all, we are all surrounded by gold and jewels and most of our desk chairs look like thrones! So to finish this article, I would like to thank all of you for picking your community up, for seeing and caring for the people in need, for backing the social movements whose time came due, and for bringing your positive radiant personalities to the showcase every day regardless of what the news said the night before! As we all labour our way through 2020, thank you for continuing to work safely during the pandemic, as every precaution is necessary to ensure we can remain open for the Season.
Thank you for keeping Jewellery classy.
