A new trend is turning the jewelry industry upside down, as some of the most popular designs today are creations of a new young generation of under-the-radar jewelry designers. The jewelry designs appeal to younger women looking for jewelry that matches their own personal style, which shouldn’t come as a surprise as the designs are created by younger women. Today, it’s not just about the top brands anymore as consumers are less afraid to try little-known designers.
Customers are slowly moving away from associating fine jewelry as black tie. They want jewelry pieces they can wear every day and ties back to what they are wearing. That is why they go to Instagram and Pinterest for inspiration and buy most of their jewelry online: online shopping offers them endless options for customization and personalization. The fact that they are looking for every day jewelry does not mean they shop looking for cheaper jewelry. In fact, most customers that shop in this emerging category don’t hesitate spending upward of $40,000.
The Red Carpet, as either trendsetter or follower, is no exception. Stylists in Los Angeles will find pieces by independent jewelers when dressing celebrity stars. Most of the women want something that is slightly more edgy. Under-the-radar brands can really set you apart from the crowd. Ana Khouri’s opulent headpieces for celebrities like Alicia Keys, or Anita Ko’s circle necklace for Cameron Diaz is only the beginning of many more promising things to come.