Last month, a panel of style and diamond jewelry experts converged on Zoom to discuss celebrity style, design trends, and the psychology behind current shopping behaviors.
Organized by De Beers and hosted by Couture, the online discussion featured wisdom from the former’s most recent “Diamond Insight Flash Report,” written in collaboration with the London-based fashion consultancy Adorn Insight. Adorn Insight founders Maia Adams, head of global research, and Juliet Hutton-Squire, head of global strategy, joined the talk, as did Eric Ford, precious jewelry buyer at Neiman Marcus, and Tara Swennen, a celebrity stylist with the Wall Group. Journalist and author Teri Agins moderated the discussion. Below are the takeaways we found most compelling.
On holiday purchasing plans
“Men and women are more likely to receive and purchase diamond jewelry in the next six months,” said Hutton-Squire. “Two-thirds of Americans feel more inclined to give a significant gift to someone they love now, compared to how they felt pre-pandemic. If they’re in a relationship, that increases to 70%.”
“Fewer, better things”
“The phenomenon is around ‘buy less, buy better,’ ” said Adams. “Showy excess feels a little out of keeping with the times, but people still want to mark special moments. They’re investing in items that stand the test of time. We’re also seeing a more bohemian way of styling fine jewelry: diamonds worn in an everyday context. It’s more accessible and fun, especially for the younger consumer.”
Go big
“Most people are looking at you from the waist up,” Ford said. “We’ve had very classic button earrings that we’ve sold, that work with masks. But we haven’t shied away from people who want to buy an amazing pair of earrings. Remember: Although we’re living in this pandemic, a lot of consumers who are buying high jewelry, their world is still different. They’re still attending functions, they still want to walk in and make sure you see their jewelry from across the room. People are in love with their earrings and their big bracelets. They want you to be able to see what they just bought. It has to be something that shows up, not tiny little things.”
Photo © Dior.
