{"id":32537,"date":"2025-07-24T12:17:59","date_gmt":"2025-07-24T06:47:59","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/?p=32537"},"modified":"2025-07-28T16:19:54","modified_gmt":"2025-07-28T10:49:54","slug":"redefining-desire-how-the-jewellery-consumer-is-evolving","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/redefining-desire-how-the-jewellery-consumer-is-evolving\/","title":{"rendered":"Redefining Desire: How the Jewellery Consumer is Evolving"},"content":{"rendered":"

Jewellery buying is changing fast. Today\u2019s consumers value meaning, identity, and ethics over tradition and status. Diamond industry analyst Avi Krawitz<\/strong> reveals key insights from McKinsey and The Plumb Club\u2019s latest reports, revealing how shifting habits and expectations are reshaping the jewellery landscape \u2014 and what brands must do to stay relevant.<\/em><\/p>\n

As the diamond and jewellery industry navigates supply imbalances, the rise of lab-grown diamonds, and geopolitical shifts, a quieter yet powerful force is reshaping the market: the consumer.<\/p>\n

In the post-pandemic era, evolving digital habits, shifting perceptions of value, and a growing preference for local businesses are redefining how and why people buy. Two recent studies \u2014 McKinsey & Company\u2019s State of the Consumer 2025<\/em> and The Plumb Club\u2019s Industry and Market Insights 2025<\/em> \u2014 offer valuable insights into this changing mindset.<\/p>\n

Both reports underscore a fundamental shift in consumer expectations and suggest that brands unable to adapt risk falling behind.<\/p>\n

From Scroll to Store<\/strong><\/p>\n

McKinsey\u2019s findings confirm what the trade has long suspected; online behaviour has become the starting point for most consumer journeys. Yet, the final purchase often still happens in-store. According to The Plumb Club, 43% of US consumers prefer buying from local and independent jewellers, while just 12% complete their purchases online.<\/p>\n

This split highlights a deeper trend: consumers want the convenience of digital discovery, but they\u2019re also drawn to the hands-on and immersive experience of a physical store.<\/p>\n

\u201cConsumers are spending more time online, but they\u2019re not necessarily buying there,\u201d said Lawrence Hess, Executive Director of The Plumb Club, during a recent webinar. \u201cThe digital experience must lead naturally to a physical one \u2014 both must feel seamless.\u201d<\/p>\n

The Paradox of Influence<\/strong><\/p>\n

Although people spend more time than ever on social media, it doesn\u2019t carry the same trust as traditional word-of-mouth. McKinsey points to a widening credibility gap in which consumers may engage with content, but they\u2019re increasingly sceptical of its intent.<\/p>\n

Consumers distrust social media when making their purchasing decisions, the McKinsey analysts wrote. However, because it\u2019s where they interact with friends and family, social media continues to shape brand perception unconsciously.<\/p>\n

The Plumb Club\u2019s survey found that 31% of consumers cite designers and brands as the primary influences on their purchasing decisions, closely followed by friends and family at 30%, and retailers\u2019 websites at 21%. Far less persuasive were social media ads, magazines (digital or print), influencers, and celebrities.<\/p>\n

\u201cIt\u2019s not about shouting louder on Instagram,\u201d Hess said. \u201cIt\u2019s about showing up with authenticity. Especially with Gen Z \u2014 if they sense anything disingenuous, they walk away.\u201d<\/p>\n

Gen Z Emerges<\/strong><\/p>\n

One of the most compelling insights from both reports is the growing influence of Gen Z \u2014 consumers born between 1996 and 2010. Expected to account for nearly 30% of global luxury consumption by 2030, this generation isn\u2019t simply entering the market \u2014 they\u2019re reshaping it.<\/p>\n

For brands, understanding what drives Gen Z is critical for long-term growth, stressed the McKinsey report. \u201cThey\u2019re the first generation to grow up fully immersed in digital life and came of age during the Covid-19 pandemic,\u201d it noted.<\/p>\n

These experiences have altered how Gen Z views traditional life milestones. Unlike previous generations, they are less likely to define success through marriage or parenthood, instead prioritising financial independence, career achievement, and wealth creation.<\/p>\n

Though poised to become the largest and wealthiest generation in history, they face mounting challenges including rising costs of living and student debt. Their outlook diverges from older cohorts: they\u2019re more optimistic about social progress but more wary of economic headwinds like inflation, McKinsey highlighted.<\/p>\n

That mindset is deeply reflected in their buying behaviour. According to The Plumb Club, Gen Z is fuelling demand for non-traditional materials, men\u2019s jewellery, and more fluid expressions of identity and style. Their pragmatic approach to value is also driving the rise of lab-grown diamonds, especially in fashion segments.<\/p>\n

\u201cLuxury, to Gen Z, is about emotional resonance and ethical clarity,\u201d said Paola De Luca, Trend Forecaster and Contributor to The Plumb Club\u2019s research. \u201cThey\u2019re not buying status, they\u2019re buying meaning.\u201d<\/p>\n

\"\"
The Plumb Club Survey<\/figcaption><\/figure>\n

The Local Advantage<\/strong><\/p>\n

A lasting effect of the pandemic has been consumers\u2019 renewed focus on proximity and personalisation. McKinsey notes a rising preference for locally made products \u2014 a shift driven by global supply chain disruptions and a growing desire for community-based engagement.<\/p>\n

The Plumb Club reinforces this trend, reporting that independent jewellers are outperforming national chains and department stores in consumer preference. Notably, stores that foster a sense of belonging \u2014 through education, events, and cultural connection \u2014 are proving more successful than those offering purely transactional experiences.<\/p>\n

\u201cThe best retailers are no longer just selling,\u201d said De Luca. \u201cThey\u2019re building community.\u201d<\/p>\n

Value, Redefined<\/strong><\/p>\n

While price sensitivity remains high in 2025, the perception of \u201cvalue\u201d is evolving. Today\u2019s consumers \u2014 especially younger ones \u2014 are making more intentional trade-offs, cutting back in some areas to spend more on others that carry emotional or qualitative weight.<\/p>\n

According to The Plumb Club, spending on non-bridal jewellery rose 28% since its last survey in 2023 to $1,664, while bridal jewellery saw a modest 2% increase, reaching $5,493 on average. Quality has overtaken size as the top purchase driver, with a 25% increase in importance, it found.<\/p>\n

This supports McKinsey\u2019s view that \u201csmart indulgence,\u201d where meaning and longevity take precedence over status or scale, has become the new standard for luxury.<\/p>\n

Trade Implications<\/strong><\/p>\n

Today\u2019s consumer isn\u2019t walking away from jewellery, they\u2019re reframing its meaning and purpose. To stay relevant, brands need more than strong inventory and polished marketing, they need a clear, forward-thinking strategy.<\/p>\n

Key imperatives:<\/em><\/strong><\/p>\n