Many of the retail shifts we have seen in the past year of lockdowns have been highly predictable, such as the spike in sales of jogging bottoms, jigsaws and Farrow and Ball anything. However the increased sales of fine jewellery is one shift I would have never predicted, however this is a luxury sector that saw impressive (and unlikely) growth last year.
“We have had a brilliant reaction to fine jewellery, which has grown 150% year on year,” says Natalie Kingham, fashion and buying director at Matchesfashion.com. “I certainly think women still want to treat themselves, especially at this moment. I have invested in several pieces recently knowing that I will love and treasure wearing them far longer than a season. You can wear fine jewellery every day and can’t underestimate how it can lift a simple white T-shirt or black sweater.”
Fine jewellery is also a category that is expanding at Net-a-Porter, as Libby Page, senior market editor, notes: “We now have 95 brands and we started with five in 2012. We’ve seen success in timeless pieces – pieces that customers can buy now and wear forever, and we’re also seeing growth in the emerging fine jewellery world. There is a younger customer looking for investment pieces that speak to them, so we are broadening our assortment of fresh and exciting talent.”
