THEIR STORY - The future of jewellery trends


Future trends

Like any other industry, the jewellery business has interesting new developments, created by cause and effect. Especially after the pandemic, new input has been put to use. In this article we will tell you all about the future trends of jewellery.

Online shopping

It’s a known fact that the pandemic caused many industries to lose business. Of course, this affected the jewellery business as well. What is worse, is that before the pandemic started, consumers didn’t like nor wanted to buy expensive jewellery online. This has caused the sales to dip by 25%. Unexpectedly, customers started to trust the online process more and there has been a significant rise in online sales regarding jewellery. This goes for byJacky as well. From 2012 to 2021, online jewellery sales increased by an average of 3.9% each year.


During the lockdown a new desire for vintage jewellery was formed among consumers. Sustainable products in combination with a bargain was the popular choice. The relentless releases of new collections received quite some pushback. Customers want a piece with a deeper meaning, something that is unique. Another factor weighing into vintage jewellery is its sustainability; climate change affects all of us and causes people to alter their choices. Vintage jewellery has a story behind it and the story is what people are interested in.


Good storytelling makes people listen and this goes for jewellery as well. It helps consumers connect with individual pieces, even when they haven’t seen the jewellery up close. The story behind jewellery is usually a deeper one, every person can relate to it in their own way. Better yet, consumers can personalize their jewellery to their own taste, all while maintaining the original story and essence. 


Being transparent has become a demand in almost every branch. That is because consumers are concerned about products and businesses that lack a conscience. Especially millennials, who favor sustainable and transparent companies. The original 4 C’s used to determine the value of a diamond are not enough anymore. Customers need to know whether a diamond is sustainable and was created in a conflict-free and environmentally friendly way. 

The 5th C

As we know the 4 C’s are/were used to determine the quality and value of a diamond. With the rising demand for personalized luxury products, especially in the jewellery industry, a fifth addition has been created. The fifth C stands for customization. Retailers offer a service whereby customers can design their own jewellery online. In response to the trend, big brands like Louis Vuitton have started buying large rough stones and shaping a design in close collaboration with the customer.

For more information about the future of jewellery trends, look for byJacky!