Jewellery is proving itself to be a high-end boon, contributing greatly to the luxury revival as consumers opt for investment pieces. But the luxury demographics are shifting as quickly as their priorities, with Gen Z and millennials staking their claim, Asian territories leading the charge, and a new inclination towards independent brands and expert voices permeating the market.

Emotional consumption is quickly becoming a key priority, as consumers increasingly seek out joyful pieces that offer some combination of personal connection, fanciful escapism, sensorial benefits or pure unabashed fun over pragmatic functionality or sartorial versatility. Smart brands are winning by creating sentimental collectables, while others double down on novelty by embracing the whimsy boom.

As embellishment remains a key area of interest for jewellery and fashion brands alike - spurred on by consumer desire for creativity, personality, and individuality - other forms of decoration are gaining steam. Niche product categories – think grills, anklets and pocket watches – are coming to the fore as adornment becomes ever more eclectic, while elsewhere, jewellery’s aesthetic cues are putting fresh spins on functional everyday pieces.

As the jewellery and watches landscapes shift and expand, brands are implementing a host of new strategies to appeal to their ever-diversifying consumer bases. From taking cues from fashion labels by tapping personal style via clever creative collaborations to mining newness through unexpected material innovation, the wealth and scope of opportunities in this space are plentiful.