De Beers has announced that diamond jewellery design trends for the upcoming gifting season are expected to be influenced by how “consumers are feeling in response to the events of this year and the impact of lockdowns”.
Its fourth Diamond Insight ‘Flash’ Report was published alongside London-based fashion trends consultancy, Adorn Insight.
Consumer research data since the start of the pandemic and overlay with key fashion trends have both been reviewed by the groups, in order to forecast the prevailing themes in the industry this season.
According to De Beers, the identified trends highlight that the pandemic is “likely to influence” consumer design preferences in three areas: enhanced appreciation for craftmanship and bespoke design, a greater desire for designs and materials that reference the natural world, and a preference for investing in “timeless” pieces.
Bruce Cleaver, CEO, De Beers Group, said: “As we head into what will be a crucial selling season for many diamond jewellery retailers, understanding key design trends during a time of profound change and uncertainty will be important.
“The pandemic has accelerated some trends that were already underway, such as the desire for craftmanship, authenticity and sustainability, while also generating increased consumer interest in the enduring beauty of the natural world and in classic designs that will stand the test of time.”
He added: “Diamond jewellery retailers will no doubt be interested in considering how these trends can feature in their upcoming collections, marketing and merchandising.”