Jeweller - August 2023

Tiffany & Co x
Anja Taylor-Joy 2023
Jacob & Co. x
Pharrell
Louis Vuitton x
Ana de Armas 2023
relevance to her customers.
“My customers are not looking for high-end jewellery
from me, they are looking for practical everyday
handmade jewellery which is not the kind of thing which
is worn on the red carpet,” she explains.
“I personally don’t look to celebrities when designing
my jewellery so I know that my jewellery isn’t influenced
by them. I don’t really think of myself as a jeweller who
creates on-trend jewellery, I personally try to create
classic modern jewellery.”
Subconscious?
Others have suggested that celebrities possess an
‘understated’ or subconscious impact on purchasing
decisions.
These jewellers believe that the credit that is afforded to
figures in popular media may be overstated; however, it still
exists all the same.
"Few have ever stopped to ask an important
question: do any of these popular figures really
influence the purchasing decisions of the majority
of everyday customers?"
Sydney-based Enesea was launched in 2019 and
founder Nikki Elrich says that the desire to general
public’s desire to emulate the leading men and women
of Hollywood is still profound.
“I do think celebrities are influential on customers, but
perhaps more indirectly,” she tells Jeweller.
“On the red carpet celebrities are often seen wearing
pieces from upcoming collections which showcase
future trends from top designers in the industry.
“Often pieces are then seen on influencers and
incorporated into their own personal style which
creates demand on social media for that piece or
IRENE DEUTSCH
FAIRFAX & ROBERTS
"There have been instances
where a celebrity or
influencer has worn our
jewellery and a customer has
enquired about the piece
after having seen it on social
media or through the press."
SIMONE WALSH
SIMONE WALSH DESIGNS
"We have actually asked our
customers about this in the
past and they've told us that
celebrities have very little
influence in terms of what
they like to wear."
FIONA PLATJE
PRECIOUS METALS GROUP
"Celebrities have always served
as trendsetters and style icons
with their choices in fashion,
accessories and jewellery."
a piece inspired by that look or trend.”
Elrich says that this phenomenon has directly impacted her
business, which specialises in one-of-a-kind luxury pieces.
“Whenever an influencer posts an Enesea piece we see a
spike in sales for that particular item,” she reveals.
“Celebrities and influencers wearing a certain brand or
style of jewellery definitely give the business or brand more
‘credibility’ in the eyes of consumers.”
This perspective is shared by Hayley Everett, marketing
manager of Everett Brookes Jewellers in Adelaide.
Everett says that the impact of jewellery worn at highprofile
events lies ‘beneath the surface’.
“As someone in the jewellery marketing industry, I think a
lot of consumers reject the idea that celebrities and public
figures influence what we choose to buy,” she says.
“However, whether consciously or not, we’ve been subject
to trends and styles that high-profile celebrities determine.”
Everett points to the recent example of the wedding of
Sofia Richie to Elliot Grainge and the attention given to
her minimalistic approach to her engagement and
wedding day jewellery.
She also considered classic examples such as Jackie
Kennedy’s Moi Et Toi engagement ring, which Everett says
still gets referenced weekly within the jewellery industry.
Age is more than just a number
Others questioned by Jeweller on this matter were quick to
suggest that when it comes to celebrity influence, the age
of the consumer is the defining factor. That is they are more
likely to have some sway over younger consumers.
Indeed, for better or worse celebrities have a powerful
impact on how teenagers in particular view themselves and
how they see the world.
This impact has been amplified in the past decade with the
increasing significance of social media platforms.
Perth jeweller James Andrews says that in his dealings
with customers, it’s clear that the younger crowds are
August 2023 | 51