Why everyday gems are the stepping stone to luxe jewellery for aspirational millennials
- Luxury brands like Harry Winston and Graff respond to growing demand among women for more casual, accessible and adaptable creations – at affordable prices
Dainty designs have become the jewels of choice for many women today thanks to their versatility – and their affordability, no less.
It doesn’t hurt that luxury jewellers are putting their spin on this trend; fine and demi-fine jewellery pieces are now blessed with the high jewellery touch thanks to the skill and expertise of their craftsmen.
The likes of Harry Winston and Graff, both known for their high jewellery designs that rely heavily on the use of collector-size diamonds and precious stones, have in recent years unveiled collections that are more wearable and are available at approachable prices.
This, of course, plays to women’s growing desire to incorporate precious gems into their daily ensemble.
Claire Choisne, creative director at Boucheron, says the desire to actually wear jewellery they own is what’s driving women to acquire more gems these days. “It’s sad to think beautiful pieces are locked away in safes,” she says.
This desire to make jewels more casual and accessible has also inspired high jewellers, such as Boucheron among many others, to create high jewellery that can be deconstructed and worn in less formal ways.
Transformable necklaces with centre stones that double as pendants or brooches are popping up in collections from brands such as Van Cleef & Arpels, Chanel and Chopard.
Aside from the desire to create jewellery that is more practical for everyday wear, the growing tendency for women to invest in quality statement pieces is another reason driving this trend.