We at McCaskill & Company are always on the hunt for unique jewelry finds for you. In doing so, we realize that we are all individuals and have distinct taste when it comes to jewelry design– which may have some foundation in when you were born. We came across this interesting article by Hedda Schupak in our Centurion newsletter about the five overarching consumer style types and their jewelry preferences and thought that you would enjoy it as well. With the style trends we have paired some of our designer’s selections.
By Hedda Schupak, Editor, The Centurion
“Vicenza, Italy—During the recent VicenzaOro exhibition, Paola DeLuca, chief forecaster and creative director of Trendvision, a global trend-forecasting service, gave a global overview of the jewelry market, followed by a series of consumer profiles that identify the various styles of customer a luxury jeweler is likely to serve.
She then outlined five overarching consumer style types, with product directions reflecting each. There lines between these consumers aren’t clear-cut, said DeLuca, but she stressed that one thing does stand out above all else: how differently Millennials view fine jewelry from previous generations.
“It’s all about the design. It’s a projection of themselves, a reflection of their individuality in fashion,” she said. Design is paramount, more so than the preciousness of the materials, and indeed their contemporary lifestyle blends the precious and the ordinary on a regular basis. And, of course, they’re comfortable buying anything and everything online.
These were the five consumer style trends she identified:
1) The Essentialist. Likely to be a Gen-X or Millennial—or even a Boomer—she’s value driven, brand savvy, and focused on high-quality, well-executed basics. She’s a minimalist, says DeLuca, but not anti-consumer. Rather, this customer believes in quality over quantity; that less is more–when the less are very well-chosen pieces. She is not logo-driven, she is socially and environmentally conscious, and wants straightforward, “haute basic” jewelry to simplify her life.
Some product trends for this customer include minimalist, symmetrical design, pared-down looks, no extraneous decoration, negative space, and high-shine metals. She likes sleek, minimal pieces she can stack, insists on versatility, and she’s not a snob about mixing fine and fashion jewelry. But at the same time, she is not into disposable fashion or throwaway luxury; she’s a believer in lasting value.