【London, UK】What Does Gen Z Want From Jewellery?

by

Editor’s Note

This article explores how jewellery brands are evolving to meet the demands of a new generation, prioritising personal expression, sustainability, and ethical production.

Image may contain Body Part Face Head Neck Person Adult Photography and Portrait
The Rise of Responsible and Expressive Jewellery

From hyper-personalised designs to recycled materials, brands are adapting to a new generation of jewellery consumers.

The jewellery sector is beginning to explore more responsible materials and manufacturing processes in response to Gen Z’s desire for value-driven brands, says Alice Crossley, senior foresight analyst at consultancy The Future Laboratory.

“This transition includes a focus on atypical and raw materials like glass, wood, Tetra Pak, soda cans, 3D printing and even electronic waste.”

“All of what I do comes under the branch of upcycling or repurposing. Then, I have two different sub-branches: one is conceptual and experimental work that explores the process of transforming something from waste to treasure, or using different and innovative materials and making them into a clothing piece or accessory piece,” says Akinola, “the other is selling products that are related to that [conceptual art].”

She notes that the product resonates with younger consumers because it aesthetically stands out on saturated social media feeds and aligns with their desires to make more responsible and unique purchasing decisions.

“By using responsibly sourced and recycled materials, we’ve cultivated a community that values intentionality and timelessness over trends,” says Sophie Howard, founder of By Pariah, a London-based fine jewellery brand that uses 100 per cent recycled materials, and has been worn by the likes of Michelle Obama and Hailey Bieber. “Our customers see each piece as more than jewellery; it’s a conscious choice that aligns with their own values.”

Market Growth and Consumer Shifts

When Loveness Lee launched her eponymous jewellery brand in 2017, it was out of creative frustration with the existing jewellery scene.

“The general public had access to high street jewellery, traditional fine pieces [or] vintage styles,” says the London-based designer. “But there wasn’t anything bold, creative and recognisable at an accessible price point.”

Drawing on her background in abstract painting, Lee began casting intricate forms from elements like cactus skeletons and barnacle shells, transforming them into sculptural, wearable art. That organic irregularity is now the brand’s signature — pieces that feel deeply personal and never identical due to the nature of the casting process.

“No one else has it. They have a piece of nature to themselves,” Lee says of the brand’s appeal.

This year, Lee expanded the offering with a bespoke service, inviting customers to repurpose heirloom pieces — whether a mother’s engagement ring or a childhood trinket — into custom designs that preserve memory while aligning with the Loveness Lee aesthetic. The approach is paying off.

According to data analytics firm Euromonitor, the global jewellery market was valued at approximately $369 billion in 2024 and is projected to reach $416 billion by 2029. While fine jewellery continues to lead that growth, the broader category is expanding rapidly, driven by shifting consumer values and new expressions of status and style, particularly among Gen Z and millennial shoppers.

At Selfridges’s Oxford Street flagship, its ‘Jewellery Destination’ is set to open in August 2025, integrating jewellery with womenswear at the third-floor atrium, alongside a similarly expanded jewellery and accessories space at the Manchester Exchange Square outpost.

“Selfridges is responding to a demand and shift in behaviour, one that’s rooted in intentional purchase and styling,” says Sara Wong, director of buying, accessories and the retailer’s pre-loved initiative Reselfridges. “Ring sales are up 34 per cent, with many pieces being self-gifted — Gen Z aren’t waiting for someone else to buy jewellery for them.”

The Personal Touch and Future Drivers
“Jewellery is surging in popularity among Gen Z, driven by a desire for affordable luxury, personal expression and a shift away from traditional status symbols,” says Jane Collins, head of footwear and accessories at trend forecaster WGSN. “This generation is seeking out ‘little luxuries’ and ‘glimmers’ as a form of selfcare, tapping into accessible indulgences and mood-boosting optimism during economic uncertainty.”

Customisation has become a key driver of demand in the jewellery category as consumers increasingly seek out personal, expressive pieces. Trend forecasters link this shift to what WGSN calls “chaotic customisation” — a popular aesthetic that pushes personalisation to the extreme through bag charms, DIY embellishments and other playful ways to accessorise accessories.

Image may contain Body Part Face Head Neck Person and Adult
Full article: View original |
⏰ Published on: July 29, 2025