Jewellers Daniel Beecken and Zena K’dor talk trends, as today’s kids and tweens move on from Taylor Swift’s home-made friendship bracelets
Princess Charlotte may in due time wear the Crown Jewels – not to mention serious tiaras from the vault – but the only daughter of the Prince and Princess of Wales is already no stranger to bijoux. Spotted courtside at Wimbledon in July, the 10-year-old royal paired her bespoke dress by Sarah Burton with a Pandora Snake Chain Slider Bracelet with several charms, including a May birthstone (marking her May 2 birthday) and a Disney’s The Lion King Nala charm.
Sydney-based fine jewellery brand House of K’dor wants to create “future heirlooms”. Photo: Handout
The princess’ bracelet speaks to several trends. There’s the ongoing obsession with personalisation, which trend forecaster WGSN dubbed “chaotic customisation”. Then there’s the shift in who is buying (and wearing) jewellery. According to analytics firm Euromonitor, the global jewellery market is projected to reach US$416 billion by 2029, up from US$369 billion in 2024. A key driver? Gen Z, Gen Alpha, and their changing views on status and style.
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Taylor Swift might have brought back home-made friendship bracelets with her Eras Tour, and there may never be anything as special as sharing a “BFF” bracelet, but there’s been a decided shift in what tweens and teens want when it comes to their jewellery box. Case in point? The recent news that high street jewellery chain Claire’s – rite of passage for many an earlier youth – had filed for bankruptcy.
Class A Jewellers Evil Eye Bracelets in white gold. Photo: Handout
Australian jeweller Daniel Beecken of Class A Jewellers, which offers personalised charm necklaces and bracelets in 9k yellow or white gold as part of its collections, says the brand is seeing younger jewellery lovers.
“A child’s milestone birthday has become a key moment to invest in jewellery that truly signifies the occasion. Parents, grandparents and godparents are increasingly choosing pieces that mark the moment in a meaningful way – something beautiful, significant and beyond what the child could afford themselves at this stage in life,” he says. “It’s a way of saying, this is a once-in-a-lifetime gift for a once-in-a-lifetime moment.”
House of K’dor Personalised Initial Necklace. Photo: Handout
Personalisation is central in this shift, he says. “Whether it’s a birthstone, initials or a special engraving, these details transform a piece into a keepsake that can be cherished for decades. Many families want to give jewellery that will last a lifetime, creating a permanent reminder of the bond between the giver and the child.”
Some of the jeweller’s most popular gifts for children and younger clients are its charm bracelet – which can be customised online – dainty diamond pieces, and birthstone jewellery.
