The nation tuned into reality TV sensation Love Island every night for the last two months for a fix of drama, as well as jewellery and fashion inspiration.

Online jewellery retailer Jewlr has revealed it experienced a ‘huge surge’ in sales of its male necklaces thanks to the ‘Love Island effect’. The e-commerce business commented that male viewers have been ‘flocking’ to its website to copy the contestants’ gold and silver chain pendant looks.

The hit TV show reached an all-time high this year with the opening episode boasting 3.4 viewers, and has continued to dominate UK headlines ever since. With several of the male contestants, including fan favourites Wes Nelson and Jack Fowler, regularly wearing gold and silver chain pendants and dogtag style necklaces on screen, it has propelled UK jewellery sales.


Sales of male necklaces at Jewlr have risen by 500% vs last month. The drive in sales means that male necklaces have become one of the brands top five selling categories for July.

Earlier this year Jewlr created a Meghan Markle lookalike ring which quickly became their bestselling style and last month the retailer reported record pearl sales following the Queens appearances at Royal Ascot.

Jewlr’s founder, Tony Davis, shares: “It’s been an interesting year for us so far in terms of how quickly celebrity trends influence our sales. It’s been a huge year for the Royals this year and their frequent high profile public appearances; they have had a very clear impact on driving sales this year.

“With Love Island being such a huge hit in the UK this summer, it’s no surprise it has influenced our UK customers, although interestingly it’s been the male contestants that have sparked a sales trend for us.”