设计 JNA Jan/Feb 2022 | 31 Rings and earrings by Never Not. Photo courtesy of Connect Agency Never Not的戒指和耳环。照片由Connect Agency提供 The notion of linking memories to jewellery has become more profound than ever, with the pandemic instilling renewed attachment to meaningful pieces rooted in symbology and sentimentalism. This is shown through secret rings, cluster charms and memory-laden lockets. Global trends and colour forecaster Giorgia Musci said calming pastels will be among the prevailing colours in 2022. She also identified a growing trend for sustainable jewellery options as consumers favour natural gemstones and appreciate imperfection. There will also be a focus on recycled gold and galvanised titanium in digital shades, continued Musci. Akash Das, a professor at ISDI School of Fashion Design in Mumbai and a researcher at The Futurist Ltd, said a two-pronged approach is emerging in the jewellery landscape – one regulated by conscious and sustainable perspectives and another focused on high-end experiential directions in the retail sector. Transparency remains an important factor as consumers demand more information from jewellery players. “There is a lot of focus on sustainability and circularity. We live in an extremely transparent time, allowing consumers to be more aware of jewellery industry practices,” Das explained. Companies also need to innovate constantly to meet changing consumer priorities. Even the most established brands must continuously reinvent themselves. Das shared, “They must learn to blend tradition and innovation by allowing space for new ideas to co-exist. This macrotrend will emphasise collaborative ideals between humans and machines through shared platforms and interfaces.” Gamification An interesting post-lockdown phenomenon was “revenge shopping,” which has altered consumer behaviours. Das said, “More people are eyeing luxury products after being cooped up in their homes, resulting in a more reactionary consumer who spends more money on experiences associated with buying luxury products to elevate their mood.” He also pointed to a greater trend of “gamification” to make jewellery more experiential and interesting. So far, brands are leveraging gamification and artificial intelligence in retail to boost engagement with and appeal to technology-savvy buyers. Brands also allow consumers to be part of the design process to make it a participatory experience. This author is of the opinion that with optimism on the horizon, designers are embracing hope through vibrant, playful, mood-boosting jewellery pieces. Think neon enamel, pop art aesthetics, candy colours and playful shapes as designers experiment with the rainbow spectrum and monochromatic colours. These jewellery pieces aim to celebrate one’s inner childhood. Digital trends and the metaverse Digital disruption has transformed businesses, leading to a shift in consumer behaviours and market dynamics. According to Das, the industry is entering the “metaverse” era where the line between virtual and physical are blurred to allow immersive experiences. The world of non-fungible tokens or NFTs has shaken up the perception of ownership and value. Jewellery is now seen both in a physical context and a virtual dimension. He cited the rise of NFTs in the jewellery space, providing opportunities for traditional brands and start-ups to invest in the metaverse. Das noted, “The metaverse is going to become a holy site for big tech companies, especially after Facebook rebranded.”
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