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Consumers opt for ‘fun, bold, whimsical’ jewellery to stand out on Zoom calls


The coming year will continue to see customers buy ‘bold’ and ‘fun’ pieces from costume and emerging jewellery brands, according to the latest report from The RealReal, the world’s largest online marketplace for authenticated, consigned luxury goods.

This jewellery trend, the 2021 Luxury Consignment Report claims, is due to the ongoing use of video call services like Zoom, rather than meeting in person.

Patricia Stevens, director of fine jewellery and watches at The RealReal, commented: “While timeless collections from marquis brands perpetually hold strong value over time, this year we’re also seeing shoppers gravitate toward fun pieces that spark joy and stand out on-screen in videocalls.

“This is driving increased value for bold emerging and costume jewellery brands, as well as significant growth for whimsical pieces from emerging ready-to-wear designers.”

Therefore, while the report said that traditional big-name brands like Tiffany & Co, Van Cleef, and Cartier continue to perform well on The RealReal platform, others are catching up.

Emerging brands like Suzanne Kalan, Mizuki and Temple St Clair have shown strong growth due to the need for bold jewellery pieces on Zoom calls.

Meanwhile, statement logo jewellery from brands like Chanel, Givenchy and Louis Vuitton also continues to find a home in many customers’ collections.

Video calls are not just being used by customers, though. Businesses are also turning the tool to their advantage during the pandemic. Read more below:

INSIGHT: The power of Zoom and why video calling is an important tool for businesses post-lockdown


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