MARKET WATCH 市场观察 JNA May/June 2024 | 39 in varying widths, especially adjustable pieces. Brooches and chokers are also on-trend alongside a layered look and stackable coloured gemstone pieces. Reinforcing Rafferty’s observations, Heather Ingraham, a buyer at The 1916 Company, said there is growing tendency for yellow gold in bridal jewellery, even though white gold takes precedence in this particular segment of the business. She said while classic styles are clear winners, fancy shapes and exceptional designs are finding favour in the market today. Increased interest in customisation is fuelling demand for stackable rings and bracelets alongside mixed metals and shapes. At the centre of these prevailing design trends are diamonds. Courtney Cornell, a buyer for New York-based Cornell’s Jewelers, explained, “Diamonds remain at the forefront. We are seeing significant demand for basics like studs and tennis bracelets. Yellow gold is the top choice for fashionable fine jewellery, especially in delicate layered pieces and statement jewels.” There is also growing interest in silver jewellery pieces as more affordable options as well as coloured gemstones, notably sapphires, emeralds, rubies, blue topaz and amethyst, she added. Todd Broadbent, general manager of Missouri-based Clarkson Jewelers, said diamond jewellery sells well overall, with tennis bracelets and necklaces enjoying high popularity. Echoing industry observations, he noted that yellow gold is making a comeback in chains, pendants and medallions while white gold and platinum are top choices for rings. His store also caters more to couples who upgrade their jewellery or remarry as opposed to those getting married for the first time. “Those marrying for the second time around opt for larger diamonds of 2, 4, 5 and even 10 carats,” revealed Broadbent. Emerging trends A younger generation of buyers is progressively swaying movements in the US jewellery retail sector. According to Cornell, the influence of millennials and Gen Zs in the jewellery market cannot be overstated. Pam Danziger, founder of branding consultancy firm Unity Marketing, agreed. “Millennials are now reaching peak earning years and they have more money to spend on jewellery, so it is important for companies to lean towards millennials,” she noted. “Having delayed getting married, they are potentially a strong market for bridal jewellery.” Findings of a McKinsey ConsumerWise Global Sentiment Data report released this February gives weight to this notion. The study asked 4,001 American consumers if they planned on buying jewellery this year. Results showed that majority of those who answered yes were Gen Zs (28 per cent) and millennials (27 per cent) as opposed to Gen Xers (12 per cent) and Baby Boomers (5 per cent). Cornell also alluded to younger buyers’ growing fondness for lab-grown diamonds (LGDs). She explained, “Bridal customers often draw inspiration from social media, bringing in images that showcase their preferences for large LGDs in delicate settings.” tennis bracelets and necklaces are extremely popular. Berg remarked, “Diamond necklaces are no longer just for evenings as they can be worn every day.” Mixed-shaped diamonds; nature-inspired jewellery pieces, especially butterflies and bees; and easily wearable, stretchable bracelets and rings are similarly moving fast. Lee Michaels Fine Jewelry operates 10 stores across Louisiana, Mississippi, Texas and New Mexico. Other jewellers, meanwhile, are witnessing equal fervour for both yellow and white gold. Colleen Rafferty, co-owner of California-based jeweller Christensen & Rafferty attributes this to a “liquid metal trend” in the fashion industry. American consumers are also into tennis bracelets and necklaces, long mismatched earrings, and bracelets 4 3
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