Lockdowns and Covid-19 to Influence Diamond Jewellery Design Trends
De Beers Group’s fourth Diamond Insight ‘Flash’ report, recently published, takes a look at diamond jewellery trend predictions for Fall/Winter 2020. This year, ahead of the gifting season, these trends will be heavily influenced “by how consumers are feeling in response to the events of this year and the impact of lockdowns”, the diamond miner claims.
De Beers and London-based fashion trends consultancy Adorn Insight have partnered to analyze the trends, basing their analysis on De Beers Group’s consumer research data since the start of the pandemic. The report tries to forecast “the prevailing themes jewellers can expect to see for Fall/Winter 2020 and into the coming year”.
Three Key Trends
According to the report, “three key trends were identified – craft’s new cool factor, natural beauties and invest in the best – which highlight that the pandemic is likely to influence consumer design preferences in three key areas: enhanced appreciation for craftmanship and bespoke design, a greater desire for designs and materials that reference the natural world, and a preference for investing in timeless pieces”.
De Beers claims that each of these trends “is already being reflected in new collections from leading jewellery brands and can be expected to increase in prevalence as we head into the upcoming gifting season”.
The Most Popular Jewels
According to the latest De Beers Group’s consumer research study, published in late August and included in the report, 65% of Americans “were now more inclined to give a significant gift to someone they loved compared with how they felt pre-pandemic”. This holds true for 77% of people in a relationship.
In addition, 55% said they had gone out shopping or socialising in the past month for the first time since the pandemic began. Finally, there was also “a significant increase in women saying they felt safe shopping for diamond jewellery in person”.
The most popular types of diamond jewellery that consumers would be willing to invest in include a diamond ring (36% of respondents), followed by a diamond pendant or necklace (30%) and then stud earrings (22%).
Bruce Cleaver, CEO, De Beers Group, said: “[…] The pandemic has accelerated some trends that were already underway, such as the desire for craftmanship, authenticity and sustainability, while also generating increased consumer interest in the enduring beauty of the natural world and in classic designs that will stand the test of time. Diamond jewellery retailers will no doubt be interested in considering how these trends can feature in their upcoming collections, marketing and merchandising”.