Many of the most exciting and refreshing new designs are being produced by designers from diverse backgrounds, who use jewellery to express their relationship to culture, gender, and identity.
These diverse designers seek to push boundaries in the industry and expand taste through storytelling and innovation.
1/3 Olivia Cummings, Cleopatra’s Bling
Cleopatra’s Bling is an Australian jewellery brand that features a diverse range of models in its campaigns. The brand believes “it’s very important to include all kinds of models to exemplify that our brand does not discriminate.” As the consumer population continues to diversify, it’s important that people of different backgrounds can see themselves reflectedin marketing, which in turn, helps to build connection to the brand.
Jeweller Cong Yu blurs feminine and masculine elements to create gender neutral jewellery that can be worn by anyone. The brand finds that “masculine people are feeling more comfortable wearing jewellery and adorning themselves,” as jewellery gradually becomes less gendered. Cleopatra’s Bling has noticed this shift, believing that jewellery is not “innately for women” and can be explored by all genders.
2/3 Cong yu, Cong Yu
By carefullydesigning for “allhumankind”, CongYu has seen hercustomer basegrow more andmore diverse.She attributesthis to her belief that “jewellery is the inhabitation of ‘self’” and her customers are searching for pieces that will resonate with them on a personal level, regardless of gender.
Allister Young of Forever Young Jewellery has also felt a “massive shift in… consumers’ mindset,” noticing that consumers are “leaning more towards supporting local and small businesses” that offer a unique perspective and personal story. His customers are “receptive and genuinely interested” to learn that many of the gemstones he works with were hand-sourced by his father in central Australia.
3/3 Allister Young, Forever Young Jewellery
Perspective and storytelling are also central to sustainable hand-crafted jewellery packaging, Give Packaging, who founded their business after a personal experience with a cheap, tacky ring box detracted from their proposal. By creating beautiful, wooden jewellery boxes, they realised they “had actually positioned [themselves] to be an ethical sustainable packaging company, not just another jewellery box company.” Give Packaging demonstrates their commitment to sustainability by providing ongoing support toa number of forestry groups in New Zealand, Australia & USA, hoping this will lead other labels to do the same.
By leaning into their unique perspectives and influences, these labels create beautiful and unique productsfor diverse customers who value sustainability, innovative design and self-expression. As consumer bases become increasingly diverse, these labels are responding to shifting needs, collecting loyal customers along the way.
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