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.
McCaskill & Company Signature Diamond Hoop Earrings
2) The Eccentric. This is an up-and-coming “Gen-Z” consumer, currently a tween or teen less than 20 years old. She’s likely from an urban background, and she loves play and gaming. She likes to play with jewelry, too—preferring her jewelry personalized and unique, she’s not motivated by trends, and she is likely to mix things up rather than wear one thing. Presently, she’s a key target for Pandora and other self-made jewelry, and we will see charms get bigger as this customer gets older. She’ll be drawn to color, whether it’s affordable enamel now, colored gems later, or even colored diamonds when she hits her affluence peak. She’ll be drawn to faceted gems, cocktail rings, and pave covered statement pieces. She’s one for sliced stones, cut stones, and mixed media. Nothing too simple or geometric for her—she likes edgy shapes. Gem materials that would have been discarded as worthless in the past are now desired by this consumer.
Heather Moore Personalizd Charm Necklace
3) The Exoticist. This globetrotting, eco-friendly consumer may be anywhere from her 20s to her 40s and beyond. She’s a locavore, focused on a host of local cultures and things that are authentic, and she insists that her purchases be ethically and environmentally sound. She loves pieces with ethnic touches, but interpreted with a global appeal. Examples of this kind of product include mosaic or inlay jewelry, multiple materials and multiple textures within a piece, a mix of precious and non-precious materials, pieces with history and handcrafting, beads and charms, reinterpreted cameos, gem carvings, and more. China and Chinese culture is very influential right now, and anything relating to the Chinese horoscope (this year it’s the snake) is important. Butterflies and fauna with a fantasy approach are also important.
Paul Morelli Bell Charm
4) The Romantic. Also skewed a bit older, this customer loves nostalgia, loves retro pieces, and is most likely to admire jewelry that’s a bit over the top. Got a Kate Middleton lookalike set? She’s the customer for it! She’s also going to be drawn to tassels, and even a bit of Goth romance done in gray and black, darkened metal, religious symbols, and pearls with a modern edge. She’s drawn to curves and swirls rather than geometrics, and also to romantic ribbons and bows, lacy looks, and filigree.
Erica Courtney Earrings
5) The Digitalist. Last, but not least, this customer may be Gen Y or Gen Z—in other words, both Millennials and their younger siblings (or their kids!). She’s highly connected, sensitive to innovation, experimental, and, in an unusual twist, is more focused on access than ownage, says DeLuca. She’ll mix all materials (diamonds and plastic), all colors, and is focused more on finishes than shapes. She’s likely to be drawn to spiky and punk or anything that’s reminiscent of cosmic outer space, expressed in things like shimmering pave, milky moonstones, white diamonds and white quartzes, blue and purple tones, or even granulation reminiscent of the moon’s surface. Unlike the locavore, this woman is not about the earthy, she’s about linear, space, and industrial—leave it to her to find a precious blackened bike chain to wear!”
Jude Frances Diamond Ring
Are you an essentialist, eccentric, exoticist, romantic or digitalist? Regardless of your style type there is jewelry to fit your personality and distinct taste. It is for this reason that we are McCaskill & Company feature a wide variety of designers that are as diverse as our clientele. Hope you get a chance to stop by our gallery in Destin and enjoy!
