As experts continue to report a rise in online sales, what trends and styles have been lucrative for the jewellery industry since lockdown began?
Here, leading suppliers and brands reveal the fashion Jewellery trends and products that have been popular during the pandemic so far…
Eager for Earrings
The rise of the selfie saw a boost in earring sales a few years ago and now virtual communication, which largely only requires someone to make an effort from the waist up, has seen earrings spike in popularity once again. Fashion jewellery brands have been reporting an increase in earring sales, with many customers buying numerous styles due to having multiple ear piercings to adorn. Head of commerce at Hot Diamonds, Adryan Cresswell, reveals: “Since the lockdown, we have noticed our silver earrings selling particularly well and actually outselling our silver pendants, which is contrary to what we would normally experience.” With the nation expected to work from home more even as lockdown restrictions ease, earrings are set to continue to be a must-have wardrobe essential for 2020.
Thinking of You
Personalised jewellery has been the dominant trend in the fashion and fine sector for a handful of years now, but for 2020 the focus has shifted from, ‘What does this piece of jewellery say about me?’, to thoughtful messages to loved ones. Whether that be an engraved pendant that says ‘thinking of you’, or a piece of jewellery that symbolises something of love and/or protection, in the year of the pandemic people want to show their caring side through purchasing meaningful jewels to the people they care about most. “We have seen an increase in demand for engraved messages, showing words of support and positivity,” reveals Gecko’s general manager, with Kit Heath’s creative director adding: “We have also seen shoppers become more thoughtful and seek profiles that are designed to last, with a narrative that reflects meaning, emotion and sentiment.”
Jewels of Hope
In a similar vein, jewellery pieces which stand for hope have been in demand since lockdown, with the nation looking to remind themselves and loved ones that things will get better. A message of hope can come in different forms and motifs for different people, but pieces dedicated to this sentiment have been benefiting the most. Alex Monroe chief operating officer, Emma Burgin, shares: “Our SS20 collection launched just before everyone went into lockdown, so we thought it was going to disappear under the radar. But as it happens, the collection story was one of hopes and dreams – which has turned out to massively resonate right now, so it has really come into its own. Our ‘Ray of Hope’ necklace is our third best-selling piece since lockdown – just behind our Bumblebee, and Baby Bee.”
As a symbol of gratitude to the NHS, rainbows have become a key trend in many sectors, with homeware, stationary and clothes all featuring the colourful motif. And of course, jewellery is not exempt. Rainbows have been growing in popularity in the fashion jewellery market, and now thanks to it becoming a symbol of support, which the nation has embraced, its winning sales for jewellers and jewellery brands once again. So whether the rainbow motif, as a nod to the season, or rainbow hues, as the trend of the year, colourful fashion jewellery designs will continue to shine throughout 2020.
Brands have been pleasantly surprised that SS20 launches have still been selling like hot cakes. Despite a rise in consumers wearing loungewear over fashionable clothing, it appears the nation has still wanted the latest jewels to accessorize their comfy clothes with. “We launched a few of our SS20 designs onto our website recently and these have received a fantastic response, especially our new twisted hoops and flexible bangles,” shares jewellery designer, Lucy Quartermaine. Ania Haie co-founder, Andy Maine, echoes: “Our new collection has been flying out we keep selling out even in covid 19 times.”