While the rise in popularity of joggers and leggings isn’t surprising over the past year, the increase in sales of jewellery was little more interesting. On the face of it, it might seem strange that more are investing in items that are expensive but on closer inspection it’s no wonder. In times when we’re being more mindful of how we’re spending, shopping becomes a more considered affair. Classic items that fit right into your wardrobe and will last years are worth investing in, rather than flash-in-the-pan trends.
The second reasoning is a little more obvious. As our clothes don’t do much showing off right now, where better to focus our personal style that via our jewellery choices? Both Net-a-Porter and Matchesfashion reported a big growth in sales across jewellery last year, and with our working from homes continuing (at least for the near future), it seems unlikely that this consumer behaviour will be slowing down. Jeweller Monica Vindar told me that “earrings were our highest performing category this last year and it was all about statement pieces.” Perhaps not so surprising considering you can see earrings (and necklaces) the easiest over Zoom.
