Jewelry brands are taking a cue from the latest pop-culture moments, from their product offerings to their marketing strategies. We asked a few leaders in jewelry marketing and PR about the trends they’ve seen of late, and what marcomms strategies are propelling them to drive sales and brand awareness for their clients.
Tapping creators’ communities
L-R: Lightbox jewelry, Platinum Born
“Consumers are more engaged than ever before with all forms of media and content, and it’s crucial for PR firms to work with their clients to create story-driven narratives and visual assets that can amplify and extend beyond traditional advertising campaigns and even press coverage. We have achieved measurable success with our jewelry clients by leveraging notable and accomplished creators, who hold sway over loyal audiences, to create dynamic and authentic content that highlights key trends within the industry. By tapping these popular style leaders to showcase a client’s jewelry and how it works with a current trend, such as layering and stacking (as seen above on Atlanta de Cadenet Taylor in Lightbox jewelry and Karen Blanchard in Platinum Born), new audiences are introduced to the brand and its products through a credible and trusted source. The bonus – our clients receive beautiful, original assets to repurpose on their own channels.” -Jim Kloiber, Partner, BATTALION
Ride the pop-culture wave
L-R: John Hardy, Stephanie Gottlieb
"2024 is the year of the friendship bracelet, which is a trend credited most often to Taylor Swift’s Era Tour. From a luxury perspective, more and more consumers are in the market for timeless friendship bracelets that speak to their stories. Overall, today’s friendship bracelets encompass many current trends including colorful beadwork, gemstone and birthstone accents, diamond pave inscriptions, and custom engraving.
"Inspired by this summer’s viral pop cultural moment based on Charli xcx’s hit album BRAT, summer jewelry trends have shifted to embrace the 'brat' aesthetic defined by a green and gold color palette and style choices that are simultaneously bold, youthful, and all about taking risks. Going into fall, we predict seeing more green-hued gemstones such as Amethyst, Peridot, Tsavorite, Emerald juxtaposed on gold settings that are chunky or delicate. Additionally, green threaded its way through multiple jewelers’ fall collections debuted at Couture Las Vegas this June, so regardless of the brat aesthetic, this color palette will define many fall styling choices.
Sylva & Cie
"Many jewelry trends in 2024 have pushed forward bigger, bolder style choices and what’s considered “timeless” or “classic.” While this trend will continue, especially for Gen Z, we see jewelry designers simultaneously turning back time. From the evolution of the signet ring that FoundRae has mastered to the craftsmanship behind Sylva & Cie’s latest collection inspired by both the moodiness of the 80s and the Victorian Era, several designers this year are reimagining history and past jewelry trends with a modern lens that consumers are gravitating towards." -Cindy Krupp, Founder & CEO, Krupp Group
Jewel tones
L-R: Rocksbox, Kendra Scott
“We’re seeing gemstones and color as a trend across fashion and fine jewelry. Blue, purple and red stones with vintage vibes are popular in our collections. Color adds an interesting twist to any jewelry box, adding a hit of personality and fashion to everyday staples.” -Team Rocksbox
Charming details
Charm'd by Lulu Frost via Jared
“Charm necklaces are charming their way back into the spotlight, adding a playful yet sophisticated touch to modern wardrobes. Whether it's a quirky symbol, a beloved initial, or a sentimental trinket, charm necklaces are a fashionable and whimsical way to showcase personal style. This trend's comeback celebrates the joy of accessorizing with pieces that are both stylish and uniquely personal.” -Team Jared
