80% of Gen Z ditch fast fashion jewellery, Azora finds
The data also reveals that Wales, South East England, and Central England lead the UK in jewellery purchase frequency
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Eight in 10 Gen-Z consumers now shop exclusively for everyday or investment pieces, according to a survey from demi-fine brand Azora.
The nationwide survey found that 25–34-year-olds buy jewellery nearly four times more often than those aged 65+, yet they favour quality over quantity and versatility over trend.
The research also found that for millennials, the figure is two-thirds, with many people adopting a “fewer and finer” approach.
Millennials spend an average of £245.70 per piece, 47% more than baby boomers, yet only 13% of millennials say they buy jewellery for trend or fashion reasons.
Alongside this, the research found that 56% of all consumers now shop exclusively for jewellery designed to be worn every day.
The data also reveals that Wales, South East England, and Central England lead the UK in jewellery purchase frequency.
Kate Hardcastle MBE, consumer expert and broadcaster, said: “Millennials are not buying jewellery to impress others—they’re buying to express themselves. The pieces they choose are intimate extensions of who they are and who they are becoming. After years of digital overload and throwaway culture, they’re seeking something tactile and lasting.”
Stephanie Cliffe, brand director at Azora, added: “One of the strongest signals from our research is that consumers have moved from impulse to intention. Creating a capsule collection is becoming a symbol of modern style, emotional maturity, and sustainability.”
