New data from luxury diamond jewellers Austen & Blake has revealed that social media platform TikTok is a treasure trove of useful information for jewellery retailers and brands hoping to entice younger consumers.

The data shows that videos containing the tags ‘#jewellery’ and ‘#jewelry’ have a combined 10.8 billion views.

Austen & Blake also showed that not all jewellery styles and trends are made equal, as ‘#BeadedJewellery’ came out on top with the most hits of all trends it researched – nearly 406 million.


‘#PearlJewellery’ came next with over 174 million, while ‘#Charms’, ‘#Zodiac’ and ‘#PersonalisedJewellery’ rounded out the top five.

Making up the rest of the top 10 were: ‘#ColouredGemstones’, ‘#Layering’, ‘#RainbowColoured’, ‘#ChainNecklaces’, and ‘#CocktailRings’.

Speaking of the research, Anthony French, jewellery expert at Austen & Blake, commented: “The popularity of TikTok has increased considerably over the last year, now offering far more than impressive dance routines and viral food recipes.

“As the research suggests, it is also a great place to find tips and advice on the latest trends.

“With such an enormous reach, with over one billion users on the app, videos can go viral in a matter of hours, finding their way to all corners of the world, making it one of the best platforms for sharing and learning about current and upcoming trends.”