Evolving consumer behavior:Transforming jewellery marketing trends

Authored By Disha Shah, Founder, DiAi Designs

Fine jewellery designs are primarily classic and worn for years to pass down to future generations. That said, they can be styled in ways to stay ‘trendy’ and ‘significant’. Consumer buying behaviour for jewellery has been changing over the years which has gotten brands to adapt and modify their designing processes to also stay aligned with ever changing marketing trends.

 Below are the top 5 marketing trends that have been influenced by changing consumer behaviour.

• Lightweight jewellery- with fine jewellery becoming a more popular choice for gifting, consumers have been looking for affordable and meaningful jewellery. In order to bring the prices of the jewellery down, the proportions of gold and diamonds have been reduced in the designs making them much more affordable and a great option for gifting.

• Modern designs- with the millennials to Gen-Z aged women making more and more purchasing decisions, the jewellery industry needs to cater to their liking. These women prefer modern designs over the traditional ones which their mother and grandmothers wore.

• Wearable pieces- For years jewellery has been seen as an investment purchase in India, which is given at the time of a woman’s wedding and is kept in the locker for unforeseen situations that may arise in her future. However over the years women no longer appreciate keeping their jewellery merely in the lockers and opt for designs which are more wearable making them a value-buy. Either gold bars or stocks are purchased for their investment purposes and jewellery is now a mix of both an investment and fashion.

• Stacking & Layering- The fashion industry has been all about this trend since a while and the fine jewellery market quickly picked up by showcasing certain classics styled in ways to make them more ‘trendy’. Tennis necklaces & bracelets, gold-heavy bracelets, pendant styles and charm necklaces are the most popular designs to keep up with this trend.

• Sustainable materials- with today’s consumers becoming more aware about the environment and the products they consume, sustainable products are becoming more popular. The consumer wants to know where the materials are coming from and the effect they have on the world. Hence materials like recycled gold and lab-grown diamonds have been opted for by jewellery makers.

Though fine jewellery flourishes in its classic style, it is extremely important to adapt to change and stay updated with marketing trends. The evolution of consumer behaviour is also reflected in the evolution of design and materials used in the jewellery industry.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.