Bespoke continues to be the most dominant trend in the bridal jewellery market for 2018 as more and more consumers demand to say ‘I do’ to a one-of-a-kind ring.
“Year on year, our bespoke department is growing as customers like to have their own choices incorporated into the design of the ring,” shares area sales manager for Hockley Mint, Carol Sinfield. “Upcycling is also showing no signs of abating with the redesign and use of old stones key whether it’s a family piece remodelled for the next generation or instead of having lots of jewellery pieces, one large piece of jewellery is made and the stones are reused.”
“Bespoke jewellery has been very popular due to the growing demand for personalisation/ customisation,” says Domino’s marketing coordinator, Chantelle Serrell-Cooke, adding: “Consumers want to create their own pieces to express their own personalities, they don’t want to be wearing the same jewellery as everyone else.”
As consumers continue to show an interest in creating unique bridal jewellery designs, suppliers are having to come up with new personalised aspects, while retailers are having to transform the customer experience to capitalise on this trend.
“Our bespoke and design service has grown by 30% over the last year,” reveals retailer Jeremy France. “More and more customers are opting to have something unique designed especially for them. Our three designers and five goldsmiths are all in house and our free design service is very popular.”
“Our By Appointment service which offers our clients the chance to create a truly unique piece as individual as they are has been a success,” shares Mappin & Webb’s Bolton. “Each ring features the delicate aesthetic the brand is renowned for, each named after quintessentially English roses. Taking creative inspiration from the foundation these mounts offer, the client can start to imagine their own bespoke design. Once the mount has been chosen the clients are invited to play to their hearts desire with different options, such as the choice of metal from platinum and yellow, white or rose gold, preferred stone and diamond cut, carat weight to create wholly unique rings.”
For many independent jewellery retailers, the most popular arm of the bespoke trend is the remodelling of old pieces of jewellery.
Retailers were reporting a spike in this trend before Prince Harry used stones from Princess Diana’s personal archive for Markle’s ring, and they are certainly expecting to see further growth in this area following the news.
Allum & Sidaway bespoke design director, Ivonna Poplanska, shares: “We have seen significant growth especially in remodelling old jewellery pieces into new sparkly engagement rings. That way the new ring becomes so much more and a new legacy. I am a big fan of a Prince Harry choosing to incorporate his mother’s diamonds into Meghan’s three stone ring — a very classic design that is always in fashion. This global example will inspire even more people to remodel and update their jewellery.”
Out of the retailer’s bespoke commissions, Poplanska says 90% of customers are choosing to use diamonds, gemstones and gold that once belonged to a member of their family.
Photo credit: Hockley Mint