RETAIL WATCH 零售观察 JNA July/August 2025 | 39 Earrings by EÉRA 出自EÉRA的耳环 Ring by EÉRA 出自EÉRA的戒指 Earrings by Jennifer Zeuner 出自Jennifer Zeuner的耳环 EÉRA co-founder Romy Blanga commented, “There is a freedom in our aesthetic that Gen Z really connects with. Our jewellery is not about one look or one mood. You can clip it, mix it, break the rules. That echoes with a generation that does not want to be defined by a single identity.” The brand’s signature snap hook – a utilitarian object reimagined in a neon finish or set with diamonds – perfectly encapsulates this. “Gen Z loves when opposites collide,” she continued. “Industrial materials, bold shapes, unexpected colours are where individuality lives.” Jewellery industry insiders are noting a profound shift in how luxury is defined by today's consumers, with traditional concepts of permanence giving way to more dynamic expressions of value. Blanga said it is now about transformation, noting that EÉRA’s pieces are adaptable and fluid, akin to Gen Z. The jewellery tells a story of freedom, where luxury moves and evolves with the wearer. “For Gen Z, luxury is not about price or pedigree. It is about perspective. A luxury piece should be original, intentional and should feel personal,” she added. Unlike previous generations who gravitated toward labels, logos and legacy names, Gen Z prioritises meaning, creativity and brand connection. Capitani added, “They want to connect with a brand, not be defined by it.” Social media Growing up with constant Internet access and exposure to social media, Gen Z's digital literacy and online habits impact their brand engagement and buying decisions. Social media channels like TikTok and Instagram have evolved into virtual microcosms where aesthetics, ideas, and taste are developed and discovered. Social media and celebrity influence play a decisive role in shaping Gen Z’s jewellery choices. Jennifer Zeuner, founder and designer of her eponymous brand, remarked, “Gen Z is far more influenced by social media personalities and celebrities than Millennials. Whenever Selena Gomez or Hailey Bieber wears our brand, we know with certainty that Gen Z will purchase those pieces. Gen Zs trust the style choices of their favourite celebrities.” EÉRA’s founders understand that social media marketing for Gen Z demands more than glossy campaigns. For this generation, authenticity is the new aspiration. “Everything starts digitally now. It is where discovery happens, but it is also where trust is built,” said Capitani. “We do not just show jewellery. We tell stories, share the process and reveal moments that feel human.” Blanga added that social media is more than a promotional tool; it is a dialogue. She explained that Gen Z responds to honesty, playfulness and creativity. “The way we style, shoot and speak online is a huge part of how they connect with EÉRA. It is not about selling a product, but about building a relationship,” she continued. Personalisation The Future Laboratory’s Future Forecast 2025: Fashion report revealed that jewellery is becoming a powerful tool for self-expression, particularly among Gen Z. This generation is embracing cultural heritage with pride, remixing traditional pieces with everyday jewellery to create personal styles. Gen Z’s collector mindset is driving demand for items that offer both meaning and craftsmanship. With traditional notions of owning homes or cars becoming less attainable, young consumers are investing in timeless, heritage-infused jewellery as markers of identity and value. “We are seeing an emerging ‘collectors’ mindset for jewellery among young consumers, opting for products with craftsmanship and heritage at the core,” said Crossley of The Future Laboratory. Brands like Heaven Mayhem are tapping into this shift, offering nostalgic, remixable pieces such as brooches and watches that merge fine design with subversive, youthdriven aesthetics. Once seen as old-fashioned, brooches are now statement pieces used to tie together layered outfits. Crossley noted, “High-street designers have also
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