Things to Keep in Mind when Designing Jewellery for Gen Z

When it comes to fashion and jewellery styles, every generation has its own taste and preference. Our parents and grandparents may be into heirlooms and extravagant pieces. However, have you ever stopped and thought about what the current generation wants? Well, in the past decade, there has been a radical shift in perspectives and behavior patterns. Quick commerce has made it easier for people to purchase anything they want at the click of a button. Owing to digitization, there is an increased demand for traditional jewellers to understand their target group. The jewellery styles Gen Z, Gen Alpha and millennial want completely differ from the taste of the older generations. 

If you’re someone studying a bachelor’s in jewellery design and management, you need to be aware of what kind of jewellery today’s forward-thinking generation wants.

The Future of the Jewellery Industry: What Generation Z wants?

Gen Zers are consumers roughly born between the mid-1990s and early 2010s. Since they are so tech-savvy, they’ve shaped their values and attitudes early. They know exactly what they want and care a lot about sustainability, eco-consciousness and social impact. They’re even ready to pay higher prices if something resonates with their thought-process and beliefs.

If you own a jewellery brand, you need to be sure that your design matches their aesthetic. They care about ethical sourcing, personalisation and originality. Besides that, they also want the jewellery to be versatile. Whether they’re earrings, necklaces or rings, they want to make sure they can be worn everywhere. 

Designing Jewellery for Gen Z: Keep these Preferences in Mind

  • Minimalism is Everything

The go-to for most Gen Z and millennial styles is minimalism. They prefer making a statement with dainty pieces. Chunky, heavy necklaces are a complete no-no. For example, a simple ring or a light easy-to-wear chain. A major reason why Gen Z customers are advocates of minimalism is because it gives them the freedom to layer the pieces the way they want. They can be mixed-and-matched to suit different outfits and styles. 

  • Diamonds are not their Best Friend

“Diamonds are a girl’s best friend”. You’ve probably heard this phrase, right? Well, not for millennials and Gen Z. Unfortunately, this segment doesn’t find diamonds meaningful. They look at it as just overpriced stones. While price is one factor that draws them away from diamonds, another reason they choose not to purchase them is because most companies obtain them via exploitative labour practices. If at all they want to purchase diamonds, they go in for lab-grown diamonds which are all the rage now owing to their natural shine and low cost. 

  • Personalisation Matters

Gen Z is rewriting the rules of personalised jewellery. They look at it as a means to express themselves and their individuality. You’ve probably noticed that right now the market is saturated with brands selling minimal, personalised jewellery such as chains, rings and bracelet stacks. They often look for engravings, initials, birthstones, star-signs and other personalisation elements in the jewellery they purchase. 

  • Authentic & Storytelling

When it comes to making jewellery pieces for the current generation, do not underestimate the power of storytelling. With that being said, make your brand as authentic as possible. Send out a cute note with your jewellery talking about how that particular piece was sourced and manufactured. They deeply appreciate brands that reflect their ideologies and values. 

  • Sustainability isn’t a Buzzword

It’s quite an obvious fact that Gen Z customers are eco-conscious and socially responsible. For them, sustainability isn’t a buzzword. Instead, it’s a way of life. A few sustainable practices the jewellery industry can adopt are responsible mining, ethically-sourced materials, reducing and recycling waste in the production process and using renewable energy sources. They will always support jewellery brands that care about social causes. 


For a new-age jewellery brand to thrive, it’s important for them to evolve and adapt to changing consumer preferences. Designing for Gen Z and millennials can be a challenge. However, if you’ve completed a jewellery design course in Bangalore, you’re likely to succeed in a cluttered market. The future of jewellery isn’t just about the metal – it’s about how the piece came into being, the story it tells and the impact it leaves behind.


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