De Beers Group has published its latest Diamond Insight ‘Flash’ report, in which it has predicted the upcoming jewellery trends that brands should be looking to capitalise on for autumn and winter 2020 and into 2021.
This research was done in partnership with London-based fashion trends consultancy, Adorn Insight, which analysed De Beers Group’s consumer research data since the start of the pandemic as well as key fashion trends.
Based on its findings, the pandemic will influence jewellery trends among consumers in three key areas.
De Beers revealed that there will likely be an enhanced appreciation for craftmanship and bespoke design, a greater desire for designs and materials that reference the natural world, and thirdly a preference for investing in timeless pieces.
Each of these trends is already being reflected in new collections from leading jewellery brands and can be expected to increase in prevalence as we head into upcoming gifting season, according to the report.
Bruce Cleaver, CEO, De Beers Group, said: “As we head into what will be a crucial selling season for many diamond jewellery retailers, understanding key design trends during a time of profound change and uncertainty will be important.
“The pandemic has accelerated some trends that were already underway, such as the desire for craftmanship, authenticity and sustainability, while also generating increased consumer interest in the enduring beauty of the natural world and in classic designs that will stand the test of time.
“Diamond jewellery retailers will no doubt be interested in considering how these trends can feature in their upcoming collections, marketing and merchandising.”