What People Want When Entering Into a Jewelry Store?
Buying a piece of jewelry does not follow strict rules. We asked those who, on a daily basis, deal with an ever-changing “showcase” of desires, unusual requests, and trends to watch
Self-expression, maximalism, experimentation, ethics, playfulness and emotion, investment, reassurance, exclusivity. It’s a rich mix of “drivers” that today guide younger and older generations alike in choosing their jewelry, with signet rings, often engraved and customized, and choker necklaces leading the way. It’s a market supported by solid numbers: despite current uncertainties, Euromonitor valued it at around $369 billion in 2024 and projects it will reach $416 billion by 2029. While fine jewelry continues to drive this growth, it’s the broader category that’s expanding rapidly, fueled by shifting consumer values and new ways of expressing status and style.
SUA URCHIN RING, ROSIOR JEWELS.
Mahira Sahraoui
Product Manager Jewelry, Group Galerie Lafayette
«In 2025, customers are increasingly sensitive to environmental issues.
The responsible origin of materials has become a key purchasing criterion, as clients wish to reduce the environmental impact of their purchases.They are looking for jewelry that combines meaning, authenticity, and responsibility. At the same time, they are drawn to timeless pieces. With gold having become an extremely costly material, jewelry is now considered an investment. Finally, consumers expect a seamless and refined experience, both in-store and online, with attentive customer service as well as options for transforming or repairing their jewelry.»
SILVER WAVE EARRING, PDPAOLA.
Paola Sasplugas
Co Founder and Creative Director, PDPAOLA
«Customers are looking for meaning. They want an object that represents them, that marks a moment, and that lasts beyond current trends. Some seek a way to express themselves every day; others desire a symbol of connection that speaks when words are not enough. Ultimately, they are not simply buying jewelry, they are choosing a story to wear or to give.My role is to transform that desire into something tangible, carefully crafted and made to last over time.»
Sara Wong
Director of Buying, Accessories, Selfridges London
«Selfridges is responding to a demand and shift in behaviour, one that’s rooted in intentional purchase and styling. Ring sales are up 34%, with many pieces being self-gifted — Gen Z aren’t waiting for someone else to buy jewelry for them.»
YELLOW GOLD AND DIAMOND RING, WHITE GOLD AND DIAMOND RING,GOLD BRACELET WITH DIAMONDS, SAPPHIRES AND EMERALDS, PENNISI MILANO.
Emanuele Ferreccio Pennisi
Gioielleria Pennisi, Milano
«Those who turn to the antique or vintage market are looking for a unique piece they can own exclusively. A brand adds even more significance to this uniqueness, as does a prestigious or historic provenance. Today, there is a marked interest in colored precious stones. Furthermore, ancient rubies, emeralds, and sapphires often come from mines that are no longer producing or have been closed. These gems are often so beautiful that they have not undergone heat treatment, making them even more special. Unique objects are appreciated across the board, also because pieces with these characteristics can be found here in very high, yet more commercial, price ranges. In terms of jewelry types, today I see a great demand for rings and earrings and a preference for yellow gold over platinum or white gold. So, yes, they are important and prestigious, but they can also be worn with a pair of jeans. The brooch has had a strong comeback in recent years, and it is continuing, although perhaps more so for the men's market than for women.»
UP & DOWN RING BRACELETS, UP & DOWN CHOKER, APM MONACO.
Kika Prette
Creative Director, APM Monaco
«APM Monaco's clients seek jewelry with an international and sophisticated taste, which is not just an accessory, but a true storyteller of specific stories and emotions, like our distinctive Mediterranean lifestyle. For us, it is essential that jewelry be versatile and can be worn at any time of the day. In addition, we respond to the growing demand to cross gender boundaries: this trend allows us to offer customers the freedom to “play” with jewelry without predetermined constraints, as fully demonstrated by our latest Automne collection, which is completely unisex.»
Amber Mitchell
Senior fine-jewelry buyer, Moda Operandi
«I expect a growing demand for one-of-a-kind pieces that offer something truly special to our clients. Given the current price of gold, we’ve observed a trend toward more gemstone-focused purchases. Additionally, I foresee a shift toward longer necklaces.»
Words by Joshua Hendren, Rapaport Magazine
