Jewelry Marketing Trends and Insights: 2024 to 2030

In 2024, the jewelry market is seeing a blend of tradition and technology, with trends such as handcrafted and personalized jewelry gaining popularity alongside the rise of ethical and sustainable practices.  In 2023, the global jewelry industry had a market value of $353.26 billion and is expected to increase by 4.7% each year from 2024 […]

jewelry marketing trends

Jonathan Saeidian

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In 2024, the jewelry market is seeing a blend of tradition and technology, with trends such as handcrafted and personalized jewelry gaining popularity alongside the rise of ethical and sustainable practices. 

In 2023, the global jewelry industry had a market value of $353.26 billion and is expected to increase by 4.7% each year from 2024 to 2030.


This increase shows not only the lasting popularity of jewelry but also the sector’s capacity to adjust and create new ideas. 

Luxury and fine jewelry brands are leveraging digital marketing, social media influencers, and online sales platforms to reach millennial and Gen Z buyers. 

Custom jewelry design and vintage styles are in high demand, while innovations like augmented reality try-on and virtual showrooms enhance the shopping experience. 

Brands are also focusing on omnichannel marketing strategies, SEO, and engaging packaging to boost customer loyalty and enhance the unboxing experience. 

Additionally, the integration of wearable technology and mobile shopping apps are reshaping the landscape, making it essential for brands to stay agile and responsive to these dynamic jewelry and beauty marketing trends.

Let’s analyze the most recent jewelry marketing trends for 2024 and ahead. 

Key Takeaways:

  • Jewelry industry market analysis reveals significant growth, with industry statistics highlighting increased consumer behavior towards personalized and ethical jewelry. 
  • Sales data and market share insights show a robust demand in both e-commerce and brick-and-mortar retail. 
  • Jewelry market forecasts indicate a continued rise, especially in emerging markets and among younger demographics. 
  • Online shopping statistics and digital transformation trends underscore the shift towards virtual showrooms and augmented reality try-ons. 
  • Competitive analysis and market segmentation highlight the importance of understanding customer insights and demographic trends, enabling brands to tailor their offerings effectively. Seasonal trends and jewelry trade shows play a crucial role in shaping buying patterns, while economic impact studies emphasize the resilience of the luxury goods market. 
  • Social media metrics, influencer impact, and advertising ROI are key to enhancing brand awareness and driving customer acquisition, with a focus on optimizing customer acquisition cost and maximizing lifetime customer value. 
  • Partner with a jewelry marketing agency offering high-growth advertising tactics to reach more potential customers.

Unisex and genderless jewelry is revolutionizing the fashion industry. 

Non-binary jewelry and androgynous designs feature prominently, emphasizing inclusivity and personal expression. 

From unisex bracelets to non-binary rings and gender-neutral earrings, the range of styles reflects a growing demand for jewelry that embraces diversity. 

Gender-neutral jewelry brands are at the forefront, offering collections that challenge stereotypes and celebrate individuality with inclusive options for all.

For example, Gucci introduced a gender-fluid jewelry collection that is suitable for anyone to wear and style.

Their big rings and statement necklaces looked fantastic on both Harry Styles and Billie Eilish.



When it comes to Harry Styles, he has emerged as a prominent figure in gender-neutral fashion and is a key influencer in the popularity of gender-neutral jewelry.

He marketed all kinds of jewelry in his tour concerts and music videos.


Whether he is sporting pearl necklaces or mismatched earrings, he always looks effortlessly great.

Tiffany & Co., which was earlier known for engagement rings and delicate women’s pieces, has also embraced this trend. 

They market their “Tiffany T” collection with sleek, minimalist designs that look great on all genders. 

You can spot celebs like Zendaya or Timothée Chalamet wearing these versatile pieces of Cartier on the red carpet.


Even smaller indie brands are making waves. 

Automic Gold, founded by AL Sandimirova, creates beautiful, simple jewelry specifically designed to be inclusive of all body types and gender identities. 

Their pieces have been worn by non-binary artists like Sam Smith and Janelle Monáe.


Whether it’s Lil Nas X rocking elaborate earcuffs or Emma Corrin donning chunky chain necklaces, celebrities are helping to normalize the idea that jewelry is for everyone.


This shift towards gender-neutral designs isn’t just a passing fad. It reflects a broader cultural movement towards inclusivity and self-expression.

By partnering with beauty industry marketing experts, you can get brand-focused growth.

Intersection of Jewelry and Wellness is a Key Trend in 2024

Now, your accessories can do more than improve your appearance—they can also enhance your well-being. The combination of jewelry and health is a major marketing trend.

Do you recall when fitness trackers were simply those bulky plastic devices worn on your wrist? 

Those times have passed a long time ago. 

Currently, there are stylish smart rings available, such as Oura, which celebrities are fascinated by.

Prince Harry enjoys it, and Jennifer Aniston has been seen wearing one too. These small devices monitor your sleep and activity levels while also appearing as chic accessories.


It’s not only focused on physical health. Companies such as Bellabeat are developing beautiful products that also serve as stress-relieving tools.

Their pendant in the shape of a leaf can monitor your breath and lead you through meditation practices. 

Gwyneth’s company, Goop, has also hopped on this trend. They are out with stylish necklaces containing small vials of essential oils. 

Add lavender oil to have a travel-friendly aromatherapy experience on the go.

Even well-established luxury brands are also joining in on the trend. 

Cartier introduced a modernized version of their famous Love bracelet, which incorporates near-field communication technology. 

While not as advanced as other items, it demonstrates how traditional jewelers are adjusting to this trend.

And you must also remember the obsession with crystals. Celebrities such as Miranda Kerr and Adele believe in the therapeutic benefits of crystals. 


Currently, companies such as Gorjana are marketing jewelry that has these crystals.

Lab-Grown Diamonds Reshaping the Jewelry Industry

Recently, there has been an increase in the popularity of lab-grown diamonds. Brands market these diamonds as a sustainable and ethical alternative to mined ones.

The global lab-grown diamonds market, valued at $24.0 billion in 2022, is projected to reach $59.2 billion by 2032, growing at a CAGR of 9.6% from 2023 to 2032.


Leonardo DiCaprio invested in Diamond Foundry, a company that produces lab-grown diamonds.

Have you noticed Meghan Markle’s ears recently? The Duchess has been seen adorned with Kimai earrings, a label known for its lab-created gemstones.


In the royal circle, Emma Watson is also embracing lab-grown diamonds from Vrai, proving that one can be environmentally conscious while still enjoying luxury.

Pandora, known for its charm bracelets, revealed that they are moving completely to lab-created diamonds.

However, these diamonds are not just environmentally friendly; they are also affordable. 

Lady Gaga, who is famous for her extravagant fashion choices, wore a set of lab-created diamond earrings by Anabela Chan at the premiere of “A Star Is Born.”

Why not opt for a bigger option when you can get more value for your money with extra bling?

Companies such as Brilliant Earth and Clean Origin are producing environmentally friendly diamonds in addition to traditional ones, offering customers the option to select what aligns with their values.

And what about proposals? What about Zoe Kravitz’s engagement ring? It was created in a lab. 


What is the highlight? Virtually, you can not distinguish between natural and synthetic diamonds. You are wearing this stunning gem, and only you know it didn’t break the earth (literally).

Experiential Retail Spaces – Newest Jewelry Retail Trend to Watch in 2024

Let’s talk about how jewelry shopping is getting a complete glow-up! 

In 2024, experiential retail spaces are revolutionizing the jewelry industry, offering immersive and interactive experiences that redefine the shopping journey. 

Tiffany & Co. turned their flagship store in New York into a playground for bling lovers. 

These experiential showroom designs not only showcase products but also create memorable moments that elevate the traditional jewelry shopping experience.

They have this “Style Studio” where you can try on virtual engagement rings using fancy AR tech. It’s like Snapchat filters, but make it sparkly! 

They even opened a cafe so you can have breakfast at Tiffany’s. 


Even online stores are joining in on the trend. 

Mejuri, the popular minimalist jewelry brand online, has now launched physical stores where you can not only test out their items but also receive piercings instantly.

David Yurman holds workshops where guests can discover gemstones while enjoying appetizers. 

It is a combination of learning, interacting with others, and brilliant marketing.

They are not selling a sapphire to you; they are helping you experience being a gem expert.

Brilliant Earth, famous for its ethical sourcing practices, goes a step beyond. 

They provide virtual meetings where a jewelry specialist guides you through a personalized tour of diamonds and settings. 

You have the option of having a personal shopper while being comfortable in your pajamas at home.

Marketing-wise, the focus is on generating excitement and fostering brand dedication. 

These brands are no longer competing solely on price or quality; they are now competing on who can provide the most interesting story for you to share with your friends. 

“Oh, this necklace? I designed it myself at a VIP event last weekend.” 

Modern Heirlooms are all about creating pieces that’ll make your great-grandkids fight over who gets to wear them to prom in 2100.

The rage about fast fashion is getting slowed down. People are putting their money into items with classic, durable designs that can be handed down to future generations.

Brands are convincing us that each of us is a princess waiting to inherit our unique crown jewels.

Cartier, for example, is not merely marketing watches; it is marketing devices that transport you through time

The marketing campaign for the famous Love bracelet doesn’t focus on its current appearance on your wrist. It’s about the appearance of your granddaughter’s wedding photos.


Next, we have Tiffany & Co. featuring their “Tiffany T” line. Their ads no longer feature attractive individuals wearing luxurious jewelry. 

Stories are being told about mothers, daughters, grandmothers, and granddaughters, all connected by a small “T.” It’s not just a piece of jewelry; it’s a family legacy in the making.


It’s jewelry with a slow approach, not fast fashion. Brands are marketing these items as the solution to our throwaway culture. 

The new trend is to purchase high-quality items in smaller quantities, and these jewelry companies embrace this idea.

This Instagram trend speaks volumes about this marketing strategy. “Wearing my great-grandmother’s necklace at my college graduation #familytradition #vintagevibes.


Brands are urging customers to share these moments across generations, transforming each item into a narrative and each narrative into unpaid marketing.

The current trend of minimalist jewelry can be seen on everyone’s Instagram feed.

The smooth, understated glimmer softly conveys, “I am stylish without trying too hard.” 

Mejuri has transformed minimalism into a work of art. Their marketing focuses on the idea of “everyday fine jewelry.” 

You can sport their jewelry at the gym, in bed, and even in the shower!

Also, Vrai, the lab-created diamonds brand, is creating clean and enduring designs.

Companies market a lifestyle that makes sophistication seem effortless.

Catbird, the brand from Brooklyn that has turned “stacking rings” into a competitive activity. 

Their marketing strategy is brilliant – they have successfully persuaded people that wearing 15 small rings is considered minimalist.

They transformed the concept of a capsule wardrobe into a jewelry idea.

These companies are promoting the concept of buying higher quality, minimal items that they will use rather than accumulating a collection of accessories that people are hesitant to use.

And let’s not forget the aspect of sustainability. Many of these minimalist brands are pushing eco-friendly materials and ethical production. 

The genius part? This trend is incredibly social media-friendly. These simple pieces photograph beautifully, making every customer a potential brand ambassador. 

Scroll through Instagram, and you will see countless flat lays featuring these minimalist pieces alongside artfully arranged coffee cups and succulents. It’s user-generated content gold!

Personalized Handmade Jewelry Fully-Customized According To Buyer Designs

Do you remember when getting your initials engraved on a locket was the height of personalization? This is not working anymore. 

The rise of personalized jewelry trends is reshaping the market, with consumers increasingly seeking custom jewelry that reflects their unique identities.

Now, brands are marketing their jewelry as “You are the designer, we are just here to make your dreams come true.”

Tailor-made and bespoke jewelry are particularly popular for couples and kids, highlighting the trend towards custom jewelry design. Overall, the market is seeing a surge in demand for made-to-order and tailor-made pieces, cementing personalized jewelry as a dominant trend.

For example, Pandora turned charm collecting into an Olympic sport. 

Their marketing is about creating a bracelet that tells your unique story. Had a baby? There is a charm for that. Graduated? Charm. 

They are not marketing by just selling jewelry; they are marketing by selling life milestones you can wear on your wrist.

Mejuri, the queen of mix-and-match, has clever online styling tools where you can stack rings and necklaces virtually. Their marketing is all about empowering you to be your own stylist.

Companies like Etsy and Not On The High Street are marketing themselves as the go-to places for unique, handcrafted pieces. 

Do you want a necklace with your dog’s paw print? Done. A ring with your actual fingerprint? No problem. 

They are using the desire to own something truly one-of-a-kind as their marketing strategy.

Brands like Diamondere and Blue Nile have these super cool 3D design tools on their websites. 

You can tweak every little detail of your ring or necklace, from the metal type to the exact carat size. Their marketing pitch? “Design it in your PJs, and we will make it reality.”

Vintage and Retro Jewelry Revival – Top 2024 Jewelry Trendsetter

The demand for vintage and retro jewelry is on the rise. Brands are coming up with jewelry which is inspired by different eras. 

The allure of vintage and retro jewelry continues to captivate, with antique and estate jewelry leading the trend. 

Art Deco, Victorian, and Edwardian jewelry offer timeless elegance, while mid-century jewelry and retro fashion bring a nostalgic charm. Vintage engagement rings, retro earrings, and vintage brooches are highly sought after for their unique designs and craftsmanship. 

Retro necklaces and vintage bracelets complement retro-inspired designs, creating heirloom jewelry that transcends generations. Timeless pieces like retro rings and classic jewelry styles are making a strong comeback, driven by a vintage jewelry revival. 

Collectible jewelry, old-fashioned pieces, and vintage costume jewelry are prized for their retro chic appeal. The second-hand jewelry market flourishes as consumers seek out retro jewelry collections, embracing the past with a modern twist.

The jewelry can be Victorian or mid-century modern. Designs and styles of this kind of jewelry are derived from different countries and cultures.

Pandora launched this “Timeless” collection. Their marketing is all about making you feel like a retro girl with a modern twist. 

Tiffany & Co. has gone full-on nostalgic with their “Return to Tiffany” collection. They are not just selling jewelry; they are selling a trip down memory lane. 

Etsy has become a treasure trove of actual vintage pieces and vintage-inspired designs. Their marketing angle? “Why buy new when you can own a piece of history?” 

Influencer Partnerships and Social Commerce

Influencer marketing is a powerful tool in most industries, and jewelry is one of them.

The jewelry game has changed. It is all about that scroll-stop moment on your phone.

Daniel Wellington turned discount codes into an art form. Every influencer gets their own little key to the kingdom, making followers feel like they are in on some exclusive deal. 


It’s genius how they have gamified the whole shopping experience.

Now, Bulgari, a brand dripping in luxury, would never choose to market itself on social media, right? Wrong. 

Their #RaiseYourHand campaign with Zendaya and Blackpink’s Lisa was a masterclass in high-end meets high-tech. 

Similarly, TikTok is becoming a hub for jewelry marketing. Brands like Pandora are the new sheriffs in town and are adapting to the platform greatly. 

Unboxing videos, challenges, behind-the-scenes peeks – it’s content that doesn’t feel like marketing, even though that is exactly what it is.


The real kicker is social commerce. These brands have online stores on Instagram, Facebook, and TikTok. See it, like it, and buy it – all without leaving your favorite app. 



As you saw, the jewelry sector is anything but stagnant. 

It is a fluid industry that is always adjusting to emerging technologies, shifting cultural standards, and developing customer tastes. 

From the emergence of gender-neutral styles to the incorporation of health benefits, from the popularity of lab-created diamonds to the allure of retro comebacks, these trends showcase an industry that values innovation while honoring its traditional roots.

As the jewelry market keeps expanding as expected, these trends will certainly have a significant impact on determining its future.

Jonathan Saeidian

Jonathan is the Founder of Brenton Way a growth marketing agency based in Los Angeles and also the Co-founder of Growth Virality a Growth marketing community created for Marketers and Founders to find the best marketing strategies to implement in their brands.
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