Jewellery Trends For 2019

Solitaire - - CONTENTS - By Vivek Shah

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.

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