In recent years, there has been a discernible shift in the way both young shoppers (think Gen Z) and older shoppers (Millennials and up) approach jewelry. In general, jewelry was often seen as a luxury reserved for special occasions. Sure, teens would wear Claire’s to school as accessories, but quality jewelry with real stones were relegated to fancy events like weddings, prom, and the odd first date.

Not so much anymore. Today's consumers are more likely to view jewelry as an integral part of their daily expression, seeking pieces that are both approachable and authentic to their lifestyles. This shift has led to a demand for jewelry that resonates with their personal stories and daily experiences, rather than just serving as traditional status symbols.

As Sarine.com writes, “For Millennials and Gen Z, the value of a purchase lies in its meaning and authenticity to self, not in the dollar value.” Understanding this trend, forward-thinking jewelry brands are aligning themselves with the values of Gen Z and modern shoppers, and some brands are rebranding themselves to resonate with this demographic. By adopting marketing strategies that focus on real-life stories and inclusive imagery, these brands are fostering a deeper connection with their customers, showing that they understand and value the same things as their changing audience.

Personalization has become a key factor in the retail jewelry industry, extending beyond the product itself to the entire shopping experience. Innovative brands are transforming their spaces to create a more intimate and bespoke shopping environment. For instance, some high-end retailers are redesigning their stores to offer a more personalized clienteling experience, where customers can feel more connected to the brand and its offerings.

This approach involves creating spaces that are not just about displaying products but also about engaging customers in a way that feels unique and tailored to their preferences. For example, Le Bon Marché changed up their store by adding a charms bar, permanent jewelry options with engraving services, and de-gendering the space to resonate more with the growing male audience for jewelry. By offering a curated selection of unique pieces and providing personalized services, Le Bon Marché is setting a new standard in jewelry retail, where the shopping experience is as bespoke as the jewelry itself.

And even before having customers set foot in a store, many brands are launching new marketing campaigns to tap into the authenticity that shoppers want to see. Zales released their “Love Real” campaign showcasing how jewelry fits in the lives of diverse couples and families. Said Zales president Keicia Caffie:

“The customers today really value genuine, real connections — in their relationships, but also in their relationships they have with organizations. As we delved into that, we thought that there was a real opportunity to be a little messier in the way that we presented ourselves to the customer, so not necessarily showing the most perfect moments in life, which has been where jewelry often is, but also understanding that life happens, and so how do we bring some imagery to them that would resonate in the way they live today.”

This campaign is approachable and authentic, and paints an intimate portrayal of how Zales and jewelry in general can fit into the lives of every customer.