Jeweller - March 2023

Above: Nomination Italy
Gelfand explains.
“The conclusion we came to was that our younger consumers are
creating an aspirational product in order to manifest future events
in their lives.
He concludes: “While our older customers are using the bracelet
as a way to preserve memories, our younger customers are using
it creatively to bring them into fruition.”
Webster agrees with Gelfand’s conclusion and says that beyond
questions of style and design, the factor that matters most in the
appeal is the ability to express individual style.
1/2 PG V
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“Everyone takes a different approach with personalised jewellery.
For the younger generation it’s something to put on display as a
showcase of your unique personality and style,” Webster says.
“Whereas for older consumers, it might be something discrete,
such as an engraving on the inside of a closed locket.”
Webster’s personalised collection includes disc pendants, bracelets,
disc rings, bar necklaces or letters symbolising loved ones, personal
accomplishments or cherished memories.
“The ‘bracelet model’ in terms of customisable jewellery is still
meaningful for the generation that committed to the design, be
it Pandora, Trollbeads, or something bespoke,” she says.
“I’ve noticed a big shift and I think necklaces are coming back now.
The key is for the product to be ‘fine and dainty’. Heavier pieces and
products just don’t have the same appeal.”
“While our older customers
are using the bracelet as a
way to preserve memories,
our younger customers are
using it creatively to bring
them into fruition.”
Jono Gelfand
Trollbeads
“Engraving as a way to offer
personalisation appeals to
all generations, and with the
way engraving and laser cut
jewellery has become more
accessible, this is likely to
increase..”
Melanie Fogarty
Beyond the Willow Tree