MARKET INTELLIGENCE 市场情报 PEARL REPORT | 45 | 2025-2026 “They are subtle and timeless, and easier to wear daily. Younger buyers in general do not attend gala dinners and formal events. Gems for them can be a bit much, so they are drawn to the everyday casual yet elegant appeal of pearls,” Garin shared during the session. Pearls are likewise viewed as accessible luxury pieces. Ruby explained that Gen Zs and millennials are just starting to build their jewellery boxes, so they gravitate towards jewellery pieces with more accessible price points but still use quality materials. Garin agreed, adding that this buyer demographic would purchase entry-point jewellery and layer and stack pieces to achieve a more personalised look. “Pearls usually are one of the first proper jewellery that Gen Zs and millennials would acquire and mix with other items,” he remarked. “They also tend to buy one expensive item to complement their starter pieces.” More and more influential and high-profile individuals donning pearls on TV, the red carpet or social media also contribute to their rising popularity as the next-generation gem. Pearl strands are worn as waistcoats while pearl brooches are attached to belts. This playfulness and rebellion are winning over younger generations. “You are wearing your grandmother’s pearl necklace in a way, but you make it cool; you make it different,” added Garin. Educating them young Sharing the pearls’ unique attributes is key to keeping young buyers interested and invested. According to Ruby, customers almost always fall in love with the pearl when they understand the story behind its creation. “We educate consumers on the labour of love that is pearl farming,” she stated. “It is a beautiful process rarely seen due to Australia’s remote farming locations. It is a special story that deserves telling.” Beyond education, Gen Zs and millennials desire inclusion and respond strongly to engaging activities that require their input. This is the rationale behind the pearl education and ecotourism initiatives of David Wong, project director of Fukui Shell Nucleus Factory. For years, the company’s pearl workshop at sea has captivated young audiences by introducing them to – and letting them be a part of – the world of pearl farming, even for a day. “Let them experience the fun,” noted Wong. “Let them take over the process and have the excitement of removing the pearl from the oyster and creating their very own pearl jewellery. This builds ownership and connection to the pearl and the natural world.” As Gen Zs and millennials begin to wield more economic power and become more knowledgeable about buying pearls, their preferences and purchasing behaviours will also change. “They will have more confidence to buy more expensive pearls,” added Wong. Apart from the pearl workshop, Wong visits schools in Hong Kong to talk about pearl cultivation and putting up a pearl business. He also lets students design their own jewellery that they can sell. “In this way, they get to experience the full spectrum of things – how pearls are cultured, sold and marketed,” explained Wong. Marketing to Gen Zs and millennials Younger generations are also drawn to products and brands that offer compelling narratives and value beyond aesthetics. Wong noted, “They are socially conscious. They do not just buy the product, but the story behind it. That is how to effectively engage with them.” Ruby echoed this sentiment, adding that purposedriven products drive brand loyalty, interest and purchase. Buyers are also moving away from mass-produced items to bespoke and meaningful pieces. Another prevalent market trend is digital-first discovery. She explained, “Gen Zs and millennials do not discover brands through traditional advertising or instore experience. They find out about brands on social media – this is where you can speak to your audience and where they want to learn about a product and the brand.” Digital newsletters and social media content are the most effective way to reach Autore’s younger audiences, she added. Garin also relies on the allure of storytelling and personalisation. More than the design, jewellery pieces inspired by authentic experiences, stories and images spark the interest of younger buyers, he added.
RkJQdWJsaXNoZXIy NjAxOTU=