For British jewellers selling fine jewellery on the high street this year, there are a number of style that seem to be selling faster than others.
Here, retailers and suppliers reveal the top five trends boosting business in 2019:
Personalisation continues to be king
Personalised jewellery continues to shine— with an emphasis placed on consumers curating their own style, alongside opting for bespoke commissions as well.
Creative director at Domino Jewellery, Naomi Newton-Sherlock, says: “We will continue to see personalisation as a key trend; it’s much more about how we provide nuance and innovation for retailers in this space. So, stacking, diamond coverage, metal choice and trends are all key; so, too are laser engraving options, choice of stone and flexibility of design. So, we are increasingly looking at how each collection can complement previous ranges.” Lumbers retail marketing and Ecommerce executive, Kristie Adcock, adds: “Generally customers love bespoke and customisable jewellery so they are getting exactly what they want and also an item that is unique to them.”
Earrings as a product category have been repeatedly named as a top performer this year, with jewellers up and down the country seeing a mixture of statement styles and multiple mini piercing designs selling well. “We are continuing to see huge interest in our own collections of statement earrings, fuelled by the styles that continue to dominate the catwalk,” shares David M Robinson showroom manager, Alisha Duffy. She adds: “The modern lady who wears DMR jewellery wants the opportunity to be bold and our statement earrings allows them to do this.” Curteis added a bolster of gold earrings this year following client demand. Marketing manager, Rachael Nash, says these have been very well received, particularly as consumers are increasingly making a statement with multiple ear pieces.
You can’t go wrong with a twist on a classic
When it comes to gold jewellery trends, diamonds are still very much the order of the day in the UK, no matter how colourful the stands were at this year’s international trade shows. That’s not to say gemstone-adorned products are not selling, but diamonds certainly dominate. As a nation, the British style is known to be very delicate and classic, so it’s not surprising to hear jewellers say products with diamond details continue to perform well. WE Clark managing director, David Clark, tells us: “We have seen simple diamond jewellery be the best seller for us in 2019. Something we have not sold for a while now, plain solitaire diamond stud earrings and pendants.” Suppliers back this theory too. “If I look at the successes of Chimento I would say it is a modern twist on the classic, with the possibility to add a little of your own personality that will be the key trend,” shares Chimento’s sales agent, with Gecko’s creative director, Desiree Pringle, adding: “This spring, where we have seen our biggest successes have been hearts in the run up to Valentines, along with diamond product in general, pearl and plain gold.”
In terms of price, while the rich remain rich and will splash out on high-end luxury jewellery products, consumers who are lacking confidence in the face of political uncertainty are opting for affordable gold jewellery pieces to add to their wardrobes. Last year jewellery supplier Unique & Co and British brand Hot Diamonds tapped into the affordable gold jewellery market for the very first time, and the results have been better than expected for both companies. Daniel Ozel, director at Unique & Co, reveals: “People are looking for items in more areas of their life that have longevity. In the jewellery market, we think people are turning to fine jewellery to do this and are looking to wear it on a daily basis. This means styles need to be more wearable for daily life and attainable in price points.” Adryan Cresswell at Hot Diamonds adds: “The Hot Diamonds Gold collection had a very positive sell-in to the independents market. I think this was due to a number of criteria being met. First and foremost, the jewellery is beautifully designed and finished to a high quality. Secondly, retailers can see that the value proposition is strong, given the high diamond count in each design within the collection. Thirdly, retailers can see there is a gap in the market for branded gold jewellery within the £150-£500 RRP range. The Hot Diamonds Gold collection addresses that gap. Finally, the range is very much focused towards high street retailers rather than online and I think jewellers really resonate with that.”
When investing in a piece of fine jewellery, consumers want to make sure the product is beautiful from mine to finger. This is not just a buzzword, but a trend on the rise. Curteis marketing manager, Rachael Nash, says the modern woman wants, “Design, quality, wearable everyday pieces, ethical, the story behind the brand”. She says: “Consumer conscience is feeding through and the question of sustainability and the use of fair trade products are increasingly popular.” Domino Jewellery’s creative director, Naomi Newton-Sherlock, adds: “Modern consumers seek reassurance that the product is ethical; our retailers can be confident that we take our responsibilities seriously and relay hard facts to their end consumers, such as our accreditation to the Responsible Jewellery Council or the fact that we ask for a signed, detailed declaration as to the provenance of any diamonds that we purchase to ensure that they are not ‘Conflict Diamonds’.”