To compile the results of this report, Lyst analysed the online shopping behaviour of more than nine million shoppers a month searching across 12,000 brands and retailers. Tracking spikes in searches, current trends and the impact of a global lockdown, this report highlights the fastest rising categories and micro trends within the jewelry market we have seen online over the past 12 months.
Searching for Gold
This year, 68% of jewelry shoppers searched for gold pieces. Worn by a host of powerful style influencers such as Emily Ratajkowski, Yara Sahidi, Bettina Looney and Lucy Williams, chunky gold necklaces are the most wanted jewellery trend, with demand rising 113% year-on-year. Also seen on influencers including Hailey Bieber and Bella Hadid, gold hoop earrings have seen a 51% spike in searches over the last 12 months.
While gold is the most popular metal choice when it comes to female jewelry shoppers, searches for silver pieces are increasing among male shoppers. Following the release of the TV series Normal People and the creation of the viral @connellschain Instagram account, searches for chain necklaces have increased 23%. Since the launch, “silver” and “chain necklaces” have become some of the most commonly used search terms for male shoppers, with searches up 47% year-on-year. Over the past year, 57% of the searches made for “silver chain necklaces” have been made by men. With a 150% increase in male shoppers this year, men’s jewelry is emerging as a powerful category.
Zoom-Groomed
In a period when Zoom calls kept our top halves on display, searches for jewelry increased 28%. During this time, page views for statement necklaces spiked 70%, with terms such as “necklace layering” and “oversized” becoming breakout searches. Brands Missoma and Alighieri drove the most searches for chains and pendants.
Demand for bold pieces such as oversized drop earrings, chokers, and crystal pendants increased 225% year-on-year collectively; searches for statement earrings increased 35%. Meanwhile, with over 28,000 Instagram posts, April’s viral #DressUpFriday challenge influenced a 13% rise in searches for jeweled headbands over the space of a week.
Joyful Jewels
Worn by the likes of A$AP Rocky, Pharrell, Billy Porter, and Shawn Mendes, and averaging 11,000 monthly searches since January, pearls have emerged as one of the year’s hottest jewelry trends for men. After Harry Styles was spotted wearing a pearl necklace in December, searches for similar pieces increased 31% and have since continued to drive demand: searches including the term “men’s pearls” have increased 17% year-on-year. Pageviews for freshwater pearl anklets have increased 67% since January, while searches for pearl drop earrings are up 25% year-on-year.
Meanwhile, embraced by Instagram influencers including Nnenna Echem and Anna Winwick, demand for summer-inspired pieces is rising. Searches for cherry-blossom earrings and lemon-shaped jewelry are respectively up 17% year-on-year, while searches for shell necklaces have increased 56%.
Symbolic evil eye and zodiac jewelry pieces have been rising in popularity among shoppers. After Meghan Markle was spotted wearing a gold evil eye necklace on a Zoom call, searches for similar pieces increased 36% the following week. Over the lockdown period, more than 10,000 shoppers looked for “evil eye necklaces,” while searches for zodiac signs increased 17%.
Fine-cut Gems
Brooches are the fastest rising fine jewelry category of the year. In February, Timothée Chalamet led the way when he wore a vintage Cartier brooch encrusted with rubies and diamonds to the 2020 Academy Awards; since then, more than 20,000 shoppers have searched for similar jeweled pins. Meanwhile, searches for “turquoise brooches” spiked 86% in the 24 hours following the Queen’s speech in April, making them the fastest rising jewelry category of the year.
Fine and demi-fine jewelry pieces have seen a significant rise in demand, with searches going up 17% and 36% year-on-year respectively. Since January, ear cuffs and lobe earrings have been the most popular pieces within the demi-fine category. Brands such as Monica Vinader, Maria Tash and Annisa Kermiche have been driving the most searches for chain necklaces and thin bracelets, with demand collectively going up 46% year-on-year. Meanwhile, searches for Tiffany & Co. link bracelets have increased 15%.
While many weddings have been postponed, searches for engagement rings have remained strong, increasing 50% over the month of April. Colored gems have been the most popular choice for brides-to-be, with online searches increasing 21% since the beginning of the year.
Sustainable Stones
As the fashion industry continues to develop more sustainable practices, shoppers have increasingly been looking for consciously-made jewelry pieces: searches including words such as “recycled,” “sustainable” and “ethical” have increased 15% this year. Brands such as Alighieri, Wwake, and Laura Lombardi — which have been endorsed by the likes of Emma Watson, Tracee Ellis Ross, Rihanna, and Cate Blanchett — have helped making “recycled gold” a popular search term: demand has jumped 29% year-on-year. Searches for “ethical jewelry” have increased 20% since the beginning of the year.
Brands to watch: SVNR, Zoe Chicco, Akola, Leigh Miller, Agmes.