FOCUS 焦点 JNA March 2026 | 11 significant interest from young collectors who tend to appreciate modern aesthetics paired with uniqueness and artistic intent,” she added. Uni Kim, head of Sale, High Jewelry at Sotheby’s Asia, likewise noted a steady increase in participation from Gen Z and millennial collectors, who are mainly entrepreneurs, professionals in specialised fields or next-generation members of established families. “Younger clients are well-educated, digitally fluent and highly self-directed in their research,” explained Kim. “They value individuality and pieces with strong design identity or compelling provenance – whether vintage, contemporary or featuring rare gemstones. Their approach is informed, purposeful and guided by personal taste, driven by data rather than convention.” Shanne Ng, senior specialist at Phillips Jewels, noted that younger buyers often see jewellery as an investment and a way to diversify their portfolio, with resale value becoming more important. “Our sales results over the past four years show that fine natural diamonds and rare gemstones – especially sapphires, emeralds and rubies – hold strong appeal among younger demographics,” she added. From 2021 to 2025, young collectors in Phillips’ client base expanded by 90 per cent while their purchasing activity increased by 84 per cent, revealed Ng. Paraiba tourmalines resonate with younger generations who are drawn to striking visual impact while signed vintage pieces from renowned maisons offer rich cultural and historical narratives that appeal to young collectors who value authenticity, heritage and design legacy, shared Yuen. They also favour contemporary designs. “Jewellery featuring compelling storytelling, exceptional craftsmanship or notable celebrity provenance attracts Younger bidders also approach luxury jewellery purchases differently compared to more experienced and traditional collectors. Ng explained that young people embrace digital platforms, social media and virtual bidding because these are more accessible, transparent and aligned with their lifestyles. Jewellery, for them, is both for self-expression and investment while older collectors prioritise heritage, prestige and heirloom value, hence their penchant for iconic maisons and museum-quality pieces. They also rely more on traditional in-person auctions. Kim agreed, adding that both generations share a passion for connoisseurship. However, younger collectors tend to approach jewellery within a broader lifestyle and aesthetic context. “Many collect across multiple categories – art, design, fashion, which naturally influences their jewellery preferences,” she noted. “They are inspired by an array of online sources that shape personalised tastes through digital discovery. Nevertheless, their appreciation for craftsmanship and trusted brands remains constant.” According to Yuen, traditional collectors value provenance alongside long-standing relationships with specialists and building comprehensive collections within specific categories. By comparison, next-gen collectors are investmentfocused, often eyeing rare gems and jewellery with storytelling or cultural significance. They also primarily use online channels, enabling faster decision-making. Digital-first lifestyle Ng of Phillips said online platforms and virtual auctions significantly boosted younger buyers’ involvement in luxury jewellery auctions. Convenience, transparency and social media exposure transformed auctions from elite events The availability of digital platforms is pivotal in engaging younger buyers. In 2025, 85 per cent of luxury bids were placed online. Online channels not only expanded access but also empowered younger collectors to discover and participate in auctions. – Belinda Yuen, Jewellery Department specialist at Christie’s APAC
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