Emotional resonance and storytelling are prevailing trends in the jewellery industry today. And brands are taking notice as they increasingly offer jewellery pieces with compelling narratives to connect with customers on a deeper level.

Meanwhile, buyers are more drawn to jewellery that tells a story or provides emotional value. This is more pronounced among younger consumers. Demand for evocative designs could persist in 2025, according to industry players.

“There is a shift in the meaning behind owning a piece of jewellery. It is no longer just about adornment. Clients want pieces that serve a purpose, offering healing or emotional support,” said Hong Kong-based jewellery designer Chantel Shafie.

Jewellers aiming to jump on this bandwagon must implement key strategies that include understanding the values and stories that matter to their audience, incorporating symbolic motifs, designs or gemstones, as well as communicating these narratives effectively through marketing and retail experiences.

For its part, Aspire Designs Ltd developed three new jewellery collections that celebrate this trend.

“Our new collections have innovative designs, high-quality materials and can resonate deeply with personal stories and values,” said company CEO David Shah. 

For instance, jewellery pieces in the Muse Collection have intricate gold patterns that add depth and dimension. This collection is designed for women who want jewellery that reflects their inner strength and beauty.

Beloved gold

Chinese retailer CHJ Jewellery’s contemporary Oriental designs strike a chord with younger generations who value culture-inspired jewellery.

Chrisyta Lin, branding director of CHJ, explained that gold jewellery is transforming from a traditional symbol of affluence and wealth preservation tool in China to a carrier of emotions as the trend towards meaningful purchases gains momentum.

CHJ focuses on building an emotional connection between the brand and consumers through content marketing, particularly on Xiaohongshu, revealed Lin. 

“The number of Xiaohongshu users expressing interest in CHJ Jewellery has increased by 213 per cent year on year in 2025. This substantial rise indicates a notable boost in brand awareness among a younger demographic. The social platform has emerged as a vital channel for us to engage with young consumers,” she added.

Eternal diamonds

The diamond industry is also working to reinforce natural diamonds’ allure as rare and sentimental tokens of love and emotions among today’s consumers.

“Moments,” a social media campaign launched by the World Federation of Diamond Bourses (WFDB), celebrates the emotional significance of natural diamonds when celebrating life’s precious moments.

“We are dedicated to doing our part in placing natural diamonds back in their rightful position as symbols of everlasting love. This campaign is the first of several steps we are taking to portray the beauty and emotion inherent in natural diamonds," said WFDB President Yoram Dvash.

JGW & JNA: 42 Years, 42 Stories is an online series running throughout 2025 to celebrate the 42nd anniversary of Jewellery & Gem WORLD Hong Kong and JNA. A new story of creativity, craftsmanship and innovation will be released every week. Subscribe to free JNA News Alerts to be notified when the next story is out.