Fashion looks to nature and the past to win back consumers with fashion jewelry

What is today’s consumer looking for when investing in luxury costume jewelry? Certainly access to a dream, with pieces that serve as entry-level items into a brand’s universe, but also quality, statement, and storytelling.

Credit: Chanel

According to a report by Bernstein and Vestiaire Collective, the jewelry and watches category was the fastest-growing in 2025, influenced in part by rising gold prices, but also reflecting a shift in consumer taste toward uniqueness and value.

Credit: Balenciaga

The past is seen as a place where craftsmanship can be rediscovered, in contrast to a present marked by uncertainty. As a result, maisons draw on traditional techniques and inspirations, combining them with innovation and alternative materials to win back Millennials and Generation Z.