Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

From advertising campaigns to designs, luxury jewellery brands are adapting to a new generation of HNWI buyers interested in personalisation, sustainable values, and digital purchases. How can brands find diverse ways of increasing their appeal while at the same time being accountable?

Young, values-led luxury consumers are increasingly prioritising bold yet elegant jewellery that enables self-expression through gender fluidity. Within this context, Alan Crocetti has emerged as a forward-thinking brand that’s shaking up the sector through contemporary design.

Independent jewellery brand Ara Vartanian is elevating ethical gem sourcing as its brand differentiator. Its Conscious Mining initiative speaks to people’s interest in supply chain transparency, nurturing a growing appreciation for responsible mining efforts and its benefits for people and planet.

Increasingly exploring new styles of commitment, Gen Zers are swapping out traditional wedding rings and BFF bracelets for 'bonded jewellery'. With the pandemic heightening the importance of close relationships, there's an opportunity for brands to lean into new ways of expressing connection.