Trendy, cute and fashionable – welcome to the jewellery market for today’s children. The kids’ jewellery category has come a long way from those tentative first steps, where ID bracelets, brooches and stud earrings were all that was available for young accessory lovers and usually gifted to celebrate a child’s birthday, christening or other important milestone.

Such occasion items still make up a hefty portion of the category but the sector is growing up.

Today, trendy, fashion-forward pieces are far more prevalent than they were five years ago, let alone a decade back.

As children increasingly gravitate towards fun styles across a multitude of items such as charm bracelets, earrings, rings and pendants, it’s clear that the market for kids’ jewellery is cementing a sturdy position within the industry.

Driving the demand behind children’s’ jewellery is a shift in purchasing preferences. Parents are still buying jewellery for their children but the rise of online shopping has increased the exposure of computer-savvy kids to jewellery and they’re now honing their preferences and selecting their own items.

This opportunity for children to shop for fun has helped the sector expand beyond occasion-based gift giving, making it easy to see why the children’s jewellery segment has evolved in recent years.

Adults still have the final say in purchasing decisions but with kids as young as five exposed to, and sometimes actively involved in social-media sites such as Facebook and Instagram, today’s youth have a heightened awareness to brands and are acutely aware – or, dare we say, even ahead – of the game when it comes to knowing the latest go-to accessory.

With this in mind, here are the latest emerging trends, each presenting a chance for retailers to jump on board and pursue the ample sales opportunities on offer.

Young and on-trend

Michael Tran is the director of Couture Kingdom, a supplier that sells Disney-licensed jewellery including stud earrings, necklaces, bracelets and bangles for children between the ages of three and eight.

Couture Kingdom’s range of bangles has been a staple for the brand in recent years; however, Tran notes that stud earrings in different metals and colours have emerged as a popular front runner this season.

“Kids jewellery is no longer just about the classic and dainty styles,” he says. “In this current fashion climate, kids’ offerings need to be very much on trend, whether it be the metal colour, particular theme or character of the season. Children are very much in touch with current trends so our product needs to be relevant.”

Victorian-based manufacturer Paterson Fine Jewellery supplies signet rings, brooches, bangles, bracelets, pendants and earrings under the My Angel collection. Managing director David Paterson has also seen an increase in demand for pieces that come in different-coloured metal finishes.

“Currently, our best sellers are rose gold-plated bracelets,” Paterson states. “The latest kids’ jewellery trends are featuring more colour and brighter enamel finishes. This makes sense that kids are attracted to colour and there are better and cheaper enamelling processes, which has led to a rise in these items.”

Licensed brand names is an expanding market in the children’s jewellery category. Andrew Ioannou is the director of Guild Jewellery Design, a supplier that has the rights to produce jewellery inspired by the DC comic universe.

Ioannou believes the category is also seeing a boost in the sale of items that appeal to kids, tweens and young adults alike, essentially doubling sales opportunities for retailers.

“People grew up with DC Comics and now we’re doing Harry Potter, currently one of the largest brands in the world,” Ioannou says. “I don’t see these products as ‘children only’; I see them as cross-generational because we’ve all grown up with it. Because of this, you get a lot of doubling up on purchases.”

It’s no secret that children’s jewellery closely follows trends in adult’s jewellery, albeit in a more playful manner. Because of this, the penchant for little ones to match their older friends, family and heroes continues to be prevalent.

“You see a lot of other lines like Couture Kingdom with really good designs that are essentially marketed to children but you [also] see adults buying them,” Ioannou adds. “Many adults buy matching sets with their children.”
 

Children marketing and social media

Zachary Anesbury is a senior marketing scientist at the Ehrenberg-Bass Institute for Marketing Science, part of the University of South Australia Business School. While it’s widely accepted that social media is now an integral component of any product-marketing campaign, Anesbury lays out are a few points retailers should keep in mind when selling to children. “Social media affects kids in the same way as all other media. While it used to be thought that media was a strong force that could persuade consumers that one brand is better than the others, we now know that media’s primary ability is to create and reinforce memory structures,” Anesbury says. “For kids and tweens, brands would be using social media to create the connection between their brand and the category.” And who has the final sway over purchasing decisions? “Younger people do tend to have an influence on the purchases made in their household. Brands looking to market products to younger consumers would, therefore, need to think broadly and also advertise to their parents, who are often making the final purchasing decisions. The most effective method would be to select media that allows them to reach as many potential category buyers as possible,” he concludes.

The nostalgia for traditional

Does occasion jewellery still dominate the kid’s jewellery category? The general consensus among the suppliers and retailers included here is a resounding ‘yes’. Adults who want to celebrate their children’s important milestones or even replicate items they once owned themselves are still driving sales in this category.

Philip Scott, the owner of My Jewellers in Burnie, Tasmania attests to the enduring popularity of occasion jewellery, stating these items continue to sell well in his store.

“Signet rings, baby bangles and bracelets are what we sell for birthdays and Christmas [and these kinds of] occasions,” Scott says.

It’s not just bracelets that are gifted to celebrate milestones; stud earrings have once again gained popularity amongst consumers, according to Vibeke Henriksen, the local distributor of Pia & Per. The supplier, which originates from Norway, specialises in sterling silver enamel jewellery.

“Small stud earrings are something kids can wear all the time, even to kindergarten or school,” Henriksen says, “but of course for the main events also – christenings, birthdays and Christmas.”

Paterson agrees with these sentiments, adding kids’ occasion jewellery is just as relevant as it was when the category first gained traction. “People are always looking for a thoughtful gift for a newborn or to celebrate a child’s birthday or religious ceremony; a piece that marks the occasion and is a keepsake item,” he explains.

Another way retailers can capitalise on these pieces is by ensuring the distinction between occasions and ‘any-time’ jewellery is apparent – double the opportunities, in other words.

“Jewellery has become such an inspiring way to show individual style and with affordable price points; however, jewellery will always be a special gift, not just a special occasion purchase,” Tran adds. “Separating special occasions from everyday pieces [can benefit retailers].”

Looking ahead

Over the next few years, the expectation is that children’s jewellery will steadily increase in popularity. What other changes are also expected to affect this category?

“Depending on prices, I see a lot more interest in gold making a comeback into kids’ jewellery,” Paterson says. “We are constantly asked for white and rose gold options and, if the demand continues to grow, it will be something we can easily add to the range.”

Local manufacturer Amaya has supplied baby brooches, ID bracelets and earrings with blue bird motifs for approximately 10 years. Director Richard Munoz offers a different perspective.

“The traditional pieces such as signet rings, ID bracelets, bangles and brooches continue to be well represented. It is the excellent partnership between sterling silver and enamel however, that I believe will head the charge in the immediate future,” Munoz says.

“Baby and children’s jewellery is tradition in various cultures and with tradition, there comes a demand for products that accent the celebration of that tradition and moment in time. There will always be a demand for children’s jewellery with an increasing emphasis on branded articles, charms and enamelled products.”

Tran offers additional comments on the matter: “Children in our current society have such easy access to current trends and social-media influencers that they clearly create their own style from a young age. They have a huge influence over the purchases their parents and guardians make and this market really needs to be creative in the future in order to speak directly to this young target demographic.”

All in all, there are many benefits for retailers who offer children’s jewellery. With some clever stocking and promotional techniques, retailers should soon find themselves unlocking sales in this enduring category.

It’s been a few years since retailers and suppliers began grappling with the mega-trend that is branded jewellery. The complex nature of the category can often prove to be an uphill battle, as retailers, suppliers and consumers alike continue to navigate a sometimes-crowded category.

These days, continual shifts in consumer’s buying habits – online only purchases – mean that retailers have had to change their branded jewellery strategies in order to stay competitive.

Not only do retailers need to ensure they’re stocking brands that will offer them a slice of the market but they also must ensure the branded product stays true to their unique store identities.

With this in mind, how can retailers best select the most appropriate collections and make the most of branded jewellery sales?

Embracing the digital era

Today it’s widely accepted that digital marketing is an integral component of a brand’s strategy. Many brands use Facebook and Instagram to increase recognition, draw consumers into their nearest retailer and foster brand loyalty.

Because of this, retailers who stock brands with an established social media presence are already ahead. There’s no need to put in the original heavy marketing groundwork as these brands have already promoted themselves, Guild Jewellery Design managing director Andrew Ioannou says, whose company has the rights to produce jewellery from the Harry Potter and DC Comics universes.

“As any good jewellery store has some kind of online presence, people are recognising brands a lot more than they did five years ago,” Ioannou explains.

“It is not uncommon now for consumers to see one piece of jewellery from a brand and then do a Google search online to see what other products they might like. From there, they can find out which retailers stock the brand and they can visit your store.”

Various suppliers have shared similar sentiments, with West End Collection general manager John Rose stating social media and brands’ online presence can often help retailers nab sales before the customer steps foot in the store.

“Branded jewellery often creates the sale before the customer even walks into the store. Consumers will seek out a brand and then go to stores that they know stock those brands,” he says.

“It makes for a far easier sale in many cases than unbranded jewellery does because retailers can capitalise on the marketing, advertising and brand recognition that branded jewellery offers.”

Collective Designs distributes Italian brand Misani across Australia. Owner Heidi Plentinger agrees that brands with social media presence eases the pressure for retailers.

“Social media drives the recognition and promotion of brands while offering new designs.

This ignites a particular emotion with a consumer to want or need to follow a current brand trend,” Plentinger says.

“Branded jewellery has now become the prominent product in most independent stores with a certain price point. With brands supplying marketing material in store and on social media, this expands the consumer audience. The brand recognition and demand has increased.”

Daniel Bentley, owner of namesake Daniel Bentley Jewellery, agrees that consumers will be drawn to brands they have seen online.

“People like things that they have seen in the media or on personalities they identify with – it’s always been this way,” he notes. “A brand with a distinct style is something people can follow for years if they feel connected to it.”

“I think that when people see our jewellery and hear the stories, they become attached to them in a deep way,” Bentley continues. “This is why our collections have such a strong following with our clients.”

Consumers’ awareness and desire to purchase ethically-sourced products has had some impact on the market, according to Ellendale Diamonds Australia general manager Chris Soklich.

“We have noticed a growing trend towards origin [provenance]. We are hearing more and more clients searching for Australian origin diamonds. Whether this has been spurred on by the public awareness of the foreclosure of the Argyle diamond mine and the closure of the Ellendale mine, who knows,” he says.

He goes on to explain this increasing consumer trend is not exclusive to the jewellery business.

“It is a trend that all retailers should be aware of; even Coles and Woolworths have to mention where their apples and oranges are grown.”
 

Getting customers to buy branded

Here, suppliers and retailers offer their tips on how to sell branded jewellery with ease.

“By stocking the brands that suit your image, you are more likely to find success.” – Judy Cameron, Cameron’s Fine Jewellers

“We talk with other jewellery retailers to find out how brands perform for them. We are all in this together so we are constantly talking to other retailers, sharing our experience.” – Clyde Vellacott, Jamies Jewellers

“Having a close relationship with our stockists is paramount to us as they represent our brand to their clients.” – Daniel Bentley, Daniel Bentley Jewellery

“Consumers can go online, do a quick Google search and find out which retailers stock particular brands. It is very important for retailers stocking brands to have an online presence so that consumers make this link and head in-store.” – Andrew Ioannou, Guild Jewellery Design

“It’s all about presentation. Whenever we are putting any of our brands into any store, the first thing we look at is presentation at the point of sales.” – John Rose, West End Collection

“If a company doesn’t invest in marketing its products to the general public and solely focuses on marketing within the jewellery industry, we will be less inclined to stock it. A product will do well when its company invests in marketing to the general public and it makes selling the product easier.” – Bevan Hill, Jewellery By Design

“Know your market and what is going to sell in your outlet and stand firm to your shop brand. Selling pink diamonds set in platinum side by side with Costume jewellery will not work.” – Chris Soklich, Ellendale Diamonds Australia

 

Support the team

For retailers looking for advice on which brands to stock, buying groups can help simplify the process. Nationwide Jewellers general manager Colin Pocklington says the saturation of the market means retailers have an opportunity to be particular about which brands they stock.

“Branded jewellery means a greater proportion of the overall stock in a jewellery shop is fashion content, more so than there was before. Retailers therefore have to review their stock more frequently,” he says.

“This means that retailers should be looking at the performance of each brand probably every six months and comparing that to other products in the same category.”

Cameron’s Fine Jewellers general manager Judy Cameron says reviewing a brand’s performance on a biannual basis has been effective for her store in Swan Hill, Victoria.

“Every six months our brands get annualised; if it’s not performing, the brand is deleted and we’re left with space,” Cameron says.

Jamies Jewellers owner, Clyde Vellacott concedes that analysing how brands perform over a six month period is the key to deciding who can stay and who must go.

“The branded jewellery category has become a very crowded space with consumers having more choice than ever before,” Vellacott says. “What is on trend one day is out of fashion the next.”

“As such, we don’t jump into new, untested brands anymore. We watch them for six to 12 months to see how they develop. We embrace brands but we closely monitor their performance – if a brand stalls or drops off, we clear it and introduce something new.”

It really is a matter of survival of the fittest, Pocklington declares.

“Retailers need to identify a brand or a range that isn’t performing well and move out of that first,” he says. “Instead of adding a new brand on top, they should be replacing a weaker brand with a new brand or product range that they’re hoping will do better.”

Fashion and fads

Les Georgettes was conceived in France but the company has since successfully established its presence in Australia with Renaissance Luxury Group.

In order for retailers to stay on top of the game, the company’s vice president, Frederic Brunel-Acquaviva recommends retailers avoid stocking brands that may be but a fleeting trend. A longevity and commitment to the local market is paramount.

“The main risk for suppliers and retailers alike in purchasing products is buying into fads,” he says.

“We believe that retailers shouldn’t simply buy into products because they are the trend of the moment. Instead, they should consider the product themselves, as they need to be passionate about selling these items.”

Jewellery by Design business manager Bevan Hill echoes similar sentiments. He recommends retailers to only stock products that meet the desires of their consumer base, as done in his Townsville store.

“You only have so much ‘real estate’ in the shop so when a new brand comes along, and my staff are asking me if I plan to stock it, I have to see that it meets our demographic,” Hill explains.

“If I have 10 or 20 customers asking if we stock it in the space of a week, I know it is in high demand and then I’ll look further into it. Then it is a matter of deciding which brand we currently stock has to go.”

Elray Jewellers manager, Elray Brew looks to a brand’s past in order to predict the success of its future ahead of stocking it in his Kingaroy store.

“Whenever I look to stock new brands, I first consider the brand’s reputation. I check to see if they have won any awards or reached any significant milestones,” he says.

“If a brand has reached a big milestone, like it has been around for a long time, then we will be inclined to stock it because it is a trusted brand.”

Upholding retailer identity

As well as avoiding fads, retailers should also bear in mind that they have their own brands to build and defend. Therefore, stocking brands that interact harmoniously with a store’s own set of values is paramount.

Timesupply managing director Ken Abbott believes retailers should promote reputation and performance as part of a store’s core brand identity.

“If you’ve got strong service then you can build your brand identity around that.

“A person will buy from a retail jeweller that has a strong reputation for service rather than buying online where there’s no interaction or warmth,” Abbott explains.

In some cases retailers make poor buying decisions based on their own personal preferences rather than what their customers prefer.

“Retailers choose brands because they like them, but they may not be successful. Sometimes retailers that have an opportunity to stock a successful brand don’t because they don’t like it.”

Bentley agrees, adding that retailers should strive to stock brands that don’t forfeit their own identity along the way.

“If a retailer considers their store to be inspirational, they should stock brands that reflect that ethos and not follow too much,” he says.

“Inspiring clients with fresh and original designs should be front of mind with retailers and finding brands that match their ideals and identity is super important.”

Plentinger shares the sentiment that retailers must first establish their own distinctive characteristics before settling on brands.

“The retailer needs to put their own identity first and choose brands that reflect themselves. Branding is a visual impact that ignites a connection with an individual that relates to an image or an emotion,” she says.

“Choosing the right brand means believing in what your own story is first and complementing it with a jewellery brand that reflects and fits nicely within your store.”

Looking ahead

The demand for branded jewellery continues to increase and Brunel-Acquaviva believes consumers have the ultimate power in deciding a brand’s fate.

“Over the last few years, we’ve noticed that consumer preferences have shifted away from buying branded jewellery simply because of the brand name. Instead, they are turning to brands that put more emphasis on producing quality products that reflect the consumer’s personal sense of style,” he says.

“In this atmosphere, it’s important for brands to create their own identity with innovative products and merchandising offers that help them stand out from the crowd.”

Abbott agrees that consumers continue to be driven to purchase products with strong design, rather than purchasing on name alone.

“Strong designs will always win because you can’t melt down product in the fashion jewellery market and get it back like you can with a diamond ring. You can’t do that with fashion jewellery,” he says.

“In the end if the product isn’t well designed and the customer doesn’t like it, it isn’t going to succeed. Any consumer really is the biggest contributor to building a brand because there is no brand without them. Our retailers need to remember that.”

Retailers would do well to ensure they are meeting their customers’ wants while balancing their own store’s story against the values of brands they stock. In mastering this balance, retailers can build on the strength of the branded jewellery category while welcoming a wider consumer audience.
 

Store-ready brands

Here are some key things to remember when stocking new and existing brands in bricks-and-mortar: Visual merchandising: branded jewellery suppliers invest heavily in providing retailers with clear signage and visual merchandising in order to sell their product. This takes the hassle out of purchasing marketing materials for retailers and helps to catch consumers’ attention. Don’t spread thin: carrying too many brands can muddy the waters for retailers and that is when they can fall into the trap of losing their store identity. Focus on supplying a few stable brands and expand over time, depending on the floor space required. Stock and re-stock: ensure bestsellers are frequently reordered. Keeping in contact with suppliers eases this process as they can advise on top-selling products and help to achieve great results. Conscious uncoupling: ensure brands are distinctly within their own areas on the shop floor. Do not let them mingle with stock made in the workshop as it does little to sell the products as separate entities within their own right. Less is more: if it feels as though the brands are starting to mingle with other brands and products outside of their allocated area, then the shop floor is probably overstocked. A cluttered display looks cheap and will not result in sales, so cull if necessary.

 

A few years ago stainless steel turned a proverbial corner; it had become popular enough with both sexes to carve out its own stand-alone category, shrugging off long-time perceptions that it was a male-only metal.

Stainless steel’s popularity isn’t expected to fade away any time soon. The metal’s high resistance to corrosion, affordability and low-maintenance qualities have helped improve its stature as a preferred jewellery material and an influx of trendy design options for both sexes has further boosted steel’s popularity, much to the benefit of retailers and suppliers alike.

“Stainless steel is looking like the new sterling silver,” Mary Elizabeth Glosup, CEO of jewellery business All About Accessories, wrote in a March 2018 blog post for Proud Pearls. “If you want something that is durable, where you don’t have to worry about polishing, you can wear in the garden or in the shower if you forget, that is affordable, that looks like sterling silver but at least half the price, stainless steel is your new metal.”

Fresh interest, fresh styles

Rewind a few decades to the beginning of stainless steel’s popularity, where pieces such as bracelets and rings were emerging, predominately to satisfy the interest of male consumers who appreciated the metal’s hardwearing, rigid properties.

Those early sales were slow and steel’s use was limited mostly to costume jewellery, particularly in the surf category. Over time, economic, technological and design factors helped the metal to move into fine jewellery where it has most recently found favour with females. To bolster demand, designers now openly incorporate the metal with feminine elements – think gemstones and mixed metals – and interest in stainless steel jewellery is expected to be maintained throughout the second half of 2018.

Amy Bradley, owner and director of Pastiche, is one supplier who notes that the steadfast category “continues to grow”.

“The market is full of savvy shoppers looking for sharp price points and products that offer something unique,” Bradley says. “Stainless steel allows us to design bold, contemporary pieces while remaining competitively-priced and on-trend.”

Ken Abbott, managing director of supplier Timesupply, agrees. “We are seeing strong sales in stainless steel,” he says. “It is now a well-accepted material amongst all consumers, with many customers shopping by the style and design rather than focusing on the material used.”

When asked what styles are currently selling well, Bradley notes a current affection for trendy, statement pieces. “We are seeing an increase in sales of statement earrings – tassels, hoops and long earrings are topping our best-sellers list,” Bradley says. “We are also noticing a renewed interest in designs with natural stones, especially blue howlite for a pop of colour while white and black howlite add style and interest with their marble look.”

Other stainless styles trending this year? Darren Roberts, director of men’s jewellery supplier Cudworth Enterprises, points towards the continued penchant for ‘mix and match’ looks.

“IP plating has given steel more variety in colours, as well as mixing it with leather and stones such as agate, tiger eye and lapis,” Roberts adds.

Keeping with the category’s male corner, old-time favourites such as pendants, bracelets and cufflinks are expected to perform well for the remainder of the year.

Also making the rounds are necklaces wrapped around jewels, as well as pieces crafted with an alternative finish or different colour. Retailers and suppliers should expect these styles to be sought by men and women alike.

Sales are a go

There is no shortage of suppliers who believe the metal’s positive perception amongst female consumers will continue improving. What does this mean for retailers wanting to capitalise on sales?

“Stainless steel is and has been an accepted staple in men’s jewellery for a long time now,” Bradley says. “The same level has more recently been achieved in women’s jewellery, though this has been a slower progression. Promoting the benefits of steel, together with developing beautiful products is the key to establishing a shift in perception towards stainless steel [and gaining additional sales].”

The price point of steel allows jewellers to offer a larger range than they might offer for precious metals. According to Abbott, such variety helps improve sales.

“Offer consumers a more eye-catching, interesting and varied range of jewellery at more attractive price points,” he says. “This leads consumers into a store and offers a one-stop shop for all things jewellery.”

After all, males and females alike base their purchasing decisions on the styles on hand more than the material that is being used.

“I believe that customers are much savvier when selecting items based on design, rather than purely on what gold or silver content an item contains,” Abbott adds. “[Retailers should] promote the strength and individuality of the design and the popularity and credentials of the brand.”

Roberts isn’t sure if there has been a significant change in perception amongst female consumers recently; however, he believes the metal’s credence with male consumers continues to offer retailers serious sales opportunities.

“Men have embraced stainless steel jewellery for over 10 years now,” Roberts says. “It’s the perfect material for men’s jewellery as it is more durable and affordable.”

Helen Thompson-Carter, director of supplier Fabuleux Vous, offers additional thoughts on the matter.

“I don’t think the perception has changed too much for customers but more for the retailer and much of that has been price driven,” she says. “Stainless steel entered and excelled in a market when gold and silver prices were very high; however, the silver price has come down and the space has become very competitive.”

The metal’s standing is very much tied to price but Bradley says retailers should spruik steel’s unique properties also.

“Stainless steel is a more affordable alternative to silver but it also offers unique properties that make it a desirable material in its own right,” Bradley says.

“Stainless steel is durable, hypoallergenic, tarnish resistant and radiant with incredibly long-lasting plating. All of these properties also mean that stock will look great in store displays and windows as it needs less polishing and maintenance.”

Bradley emphasises design as a key factor in giving steel pieces more femininity.

“Having the right product mix has been incredibly important,” she says. “Our larger steel pieces make an impact without being heavy, offering beautifully intricate designs that give a lighter look and feel.”

Sell that steel

Here are some additional ideas on ways retailers can boost sales within this enduring category. Offer pieces that fall within the personalised jewellery category as this provides a bridge to younger consumers. Keep stock fresh at all times and employ an ‘exit strategy’ for pieces that don’t sell as well. Ensure consumers are educated on the benefits of stainless steel. Make sure they understand the metal is hypoallergenic, will not tarnish, requires very little cleaning and can be worn everywhere. Ensure that 316L is the only grade stocked in-store as 304 is cheaper and inferior in quality.

Category evolution

Suppliers remain energetic on the metal’s long-term prospects, expecting that demand will persevere as the metal’s reputation is bolstered.

“Now that the stainless steel category has established a firm foothold in the jewellery market, we know it will keep growing,” Bradley says. “We work closely with our manufacturers and, with their advice and updates on technical advances, we are able to create new designs that push the envelope. We aim to give our loyal consumers unique designs and grow brand awareness as an innovative fashion brand throughout Australia.”

For Thompson-Carter, one of the keys that will lead to stainless steel’s continued success is an abundance of styles.

“Our retailers are innovative so they will be actively looking for anything new and exciting regardless of the metal and components,” Thompson-Carter notes. “Providing [stainless steel jewellery] has consumer appeal, is well marketed and priced right, it will stand a chance.”

The fact that the metal is still revered by men should also ensure the category keeps moving forward. Male consumers have become much more confident and bold in their fashion choices in the last few years and now wear more jewellery than eras past. As Roberts attests, this bodes well for stainless steel: “It will only keep evolving as more men are wearing jewellery, especially stainless steel.”

Stainless steel might have been long considered a niche market within jewellery stores but its resilient reputation has meant the metal has firmly carved out a permanent spot for itself within today’s jewellery industry. Retailers can benefit by offering sturdy, budget-friendly and on-trend pieces that will ultimately boost sales anytime of the year.

Steeling hearts

Suppliers divulge their final thoughts on the category that continues to be a hit with consumers.

“Retailers and consumers now have so much choice! Retailers should focus on marketing all products both via their bricks-and-mortar space and in the digital space.” – Helen Thompson-Carter, Fabuleux Vous

“In terms of what’s currently trending, Coeur de Lion’s acclaimed Geo Cubes and Qudo’s interchangeable ring tops are our best-selling items as customers are looking for a way to individualise their jewellery.” – Ken Abbott, Timesupply

“Stock leather and stainless steel bracelets as these will continue to sell very well.” – Darren Roberts, Cudworth

“Promote the benefits of stainless steel to customers – education is key. Remind customers that it is a durable, high-quality product and is nickel-free and suitable for almost all skin types. With a range of gorgeous designs on display, all that’s left will be for them to choose their favourite piece.” – Amy Bradley, Pastiche