Jewellery Trends For 2019
Customers today are on the lookout for creative, modern jewellery styles that have a strong feel- good factor. Some tend to buy bespoke jewellery that suits their personalities, while others opt for talismans that augur good luck for the coming days. Millennials on the other hand prefer less ostentatious styles, but are careful about choosing designs that reflect their individual identities.
So, let’s look at the main factors that will influence consumers while buying jewellery in 2019. I believe that everything from the global economy, geopolitics, the slowdown of Western economies and the rising purchasing power of the megacities of the Eastern world, the growing influence of fashion centres like Japan and South Korea, the shift towards genderless clothing, and the growing demographic of smart and well-informed younger consumers is shaping the subconscious of designers today.
Millennials form the major chunk of today’s inclusive, urban-centric society and their acceptance of multiple cultures and diversity, the barriers that once restricted jewellery designs, are slowly being blurred and more disruption and innovation is expected.
Jewellers will need to walk a tightrope and maintain classicism in design yet tweak it to offer personalisation or the fashion edge, which will be more important than ever before.
Of late, the customer seems to be looking for a 180-degree turn. While minimalist jewellery styles continue to be in demand, I have observed the rising popularity of over-the-top designs at the recent fashion weeks in Paris and Milan.
Gucci, Louis Vuitton and Y/ Project have come up with big gold hoops, while the 1990s logo-mania is once again drawing attention with large-size brand logos by Dior and Chanel. Alongside, overshadowed arm candies such as bangles and bracelets were seen on display in the latest collections by Alexander McQueen, Balenciaga and Marni.
Tech-savvy customers love the process of discovering new brands through social media, blogs and influencers as well as navigating through different apps to discover designs that interest them. I can’t begin to stress the importance of digital media profiles and product photography, which leaves a lasting impression.
It is important for a traditional retailer or brand to have an omnichannel marketing strategy that is highly interactive and engaging. They should also understand what today’s millennial is looking for— the importance of tangible aspects such as the touch of jewellery, as well as the intangible aspect of the customer discovering designs on social media apps.
For mainstream brands and retailers, it is vital to understand the psychographic attitudinal insights along with the demographic and lifestyle information. There has to be a cumulative and consistent design theory passed on to the consumer through multiple channels.
Younger consumers between the ages of 20 and 40 favour products and experiences that are unique and personalised: think of coin necklaces with one’s name or initials that makes the jewellery more meaningful.
To sum up, the jewellery trends for 2019 are talismans as well as big hoops, bangles and good-luck charm bracelets, and pendant charms with initials or full names.
The layered necklace with a hamsa hand, lotus and evil eye is worn as a good luck charm. The wearer can personalise it by opting for one, two or three layer(s) and change the charm(s) as per her choice.Oval pendants bearing the initials of a person’s name reflect individuality, and are fast gaining popularity.
Bangles with pave-set diamond motifs can be worn singly or stacked.