Luxury Redefined: 15 Years in Jewellery – What’s Changed?

A decade of working in jewellery is enough time to see changes happening, but there have been even more since I started selling pieces behind the counter 17 years ago. During a recent conversation with The Masterpieces magazine, I found myself reflecting on just how much the jewellery world has evolved over this time. From past trends to future visions, here’s how I see its ever-changing landscape and where it might be headed.

No one would argue that over the past 15 years, the jewellery industry hasn’t undergone significant transformations, driven largely by technology, sustainability concerns and shifting consumer behaviour. All reflect a bigger cultural shift, the acceleration of our pace of life, and the need to slow time to avoid burnout. Also, unlike a decade or two ago, the world of jewellery is becoming more popular and therefore open to all who wish to explore it, creating the need for more sustainable and responsible practices. So, let’s talk about the most important changes that I feel have reshaped our beloved sector.

The ‘Treat Yourself’ Mentality

My dear female readers, if you rewind to, say, 2010, and tell your girlfriends that you bought yourself a jewel just because you liked it, they might think you’re a rebel. Now, self-purchasing is the norm in jewellery, as it has experienced a powerful wave in the last 5-7 years. Women are increasingly treating themselves to jewellery to celebrate milestones, express their personal style, or simply indulge. Once, jewellery was a gift given by someone else; today, it’s just as often a gift we give to ourselves. And with jewellery becoming more fashion-forward, fine jewellery is now part of everyday style rather than something saved for special occasions.

Luxury Isn’t a Price Tag — It’s a Creative Statement

To me, true luxury lies in breaking boundaries and expressing oneself through precious materials. It's not just about rare stones, impressive gold weight and hefty price tags. It's about the detail, when the back of a jewel is as carefully finished as the front, when the materials push beyond convention, and when the designer's creativity is fully unleashed. Starting solely from a creative idea, not the jewel's future commercial value and manufacturing costs, is a true luxury! Showcasing one's creativity is a true luxury! It lies in the artistry, the thought and the intention behind each creation. Whether it's a gleaming diamond or an unexpected material like titanium, wood or even ceramic, what elevates a piece is the emotion it carries and the craftsmanship it embodies. It is the freedom to break from convention and to sculpt something entirely personal, bold, and new that defines the modern spirit of luxury.

Let’s Play!

Jewellery is also becoming more interactive and versatile. Reversible pendants, earrings that transform into brooches, and necklaces that can be worn in different ways add an element of surprise and fun. These pieces are not just decorative; they’re designed to engage and adapt to the wearer. It’s a fresh approach that puts creativity and individuality at the heart of modern jewellery.

The Ultimate Experience

It’s not just about the jewellery itself. Jewellers focus much more these days on client relations and the selling process - from the first step through the door until the clients finally opens the box on their purchase at home. How a piece is packaged, how it’s presented, and even the moment it’s unboxed all play a big part. It is not unusual that the top clients get whisked off to a remote destination for the launch of a new high jewellery collection, as this also adds to the experience and helps a brand to stir up more emotions in a client when they see new creations. Today’s customers want more than just a product—they want a memorable moment that feels personal and thoughtful. Often, it’s the little (or the grand!) details that people remember most.

Straight Out of the Lab

Over the last five years, the industry has been shaken by the rise of laboratory-grown diamonds, followed by a smaller number of synthetic coloured stones to meet the demand for more affordable jewellery. There's been plenty of debate, some arguing back and forth, questionable advertising campaigns, and some equally mystifying responses from natural diamond experts! However, what the rise of laboratory-grown diamonds has achieved is a fresh wave of introspection; manufacturers, designers, brands and shoppers are looking at diamonds with fresh eyes and examining their own principles as a result. Jewellery lovers now have more choice at a wider range of price points, allowing them to indulge in the category we all love on their terms. As someone whose mission has always been to make more people fall in love with jewellery, I can see the benefits of laboratory-grown diamonds. However, I will continue to prioritise natural diamonds and coloured gemstones as they are more closely aligned with my passions.

Jewellery has always been about more than adornment. It's a reflection of who we are and what we value. Today, it's more expressive, creative and inclusive than ever. And, as someone lucky enough to witness and share in its evolution, I'm excited for what the next decade will bring. If you have thoughts on the most significant changes in the jewellery world, I would love to hear your thoughts. Click on the speech bubble icon at the bottom right of this page to get in touch.