Jewelry sales are up. Less travel, fashion visible on zoom and social network from waste up, looking for a finished look, and purchasing investment pieces have all led to this increase.
Jewelry trends for this season are bigger is better (particularly seen in earrings), luxury statement pieces, and chain link necklaces and bracelets, as well as choker necklaces.
Chain link necklaces and bracelets are the stand out items from Spring 2021. A popular trend in the 90’s, chains represent eternity and eternal love consisting of links that bind us together having no beginning or end. Chains, tricky to manufacture, are a symbol of wealth which allows people to be more discreet in showing their social class than a classic hand bag, shoe or logo adorned garment. Obviously, there are also negative connotations to chains so thus a need to be considerate of this in marketing campaigns. Victoria Beckham, Louis Vuitton, Schiaparelli, Givenchy, Gabriele Colangelo and Hermès perfected this trend.
Choker necklaces have had much meaning in the past. Queen Alexandra of Denmark set luxury trends in the late 1800’s wearing thick well adorned chokers. Ballerinas adorned simple black ribbons in the 1800’s as well as prostitutes during this time period. During the French Revolution, women wore simple red ribbons of mourning as a tribute to Guillotine victims. The 1990’s revitalized the choker in plastic popularized by musical artist. Versace, Sacai, Rokh, Ports 1961, Chanel, and Junya Watanabe helped define this trend for today.