Social media has been a boon for bespoke jewellery, as it has provided a vast ocean of ideas, moods and themes that people come to us with and want to make their own.
Even though social media platforms are mostly used to share and spread the ever-changing trends of luxury jewellery, they are also inherently personal platforms that become the canvas for millions of people to tell their stories.
The best ideas come from the heart, we help to bring them to life, and social media helps to bring them to the masses to help inspire others.
Why is this the case? How has personalised jewellery changed in the age of social media? And is there still a place for old ways in this brave new world?
Does The Meaning Of Jewellery Matter More Than Its Status?
Whilst we used to live in a Breakfast At Tiffany’s world, the focus of the people we talk to about bespoke jewellery is less about conveying status and more about carrying personal meaning.
A signet ring was primarily used in the past to literally and figuratively carry status and prestige, but many rings made today are focused far more on celebrating milestones or finding new and interesting ways to express oneself.
Even though larger stones, more prestigious names and high prices are still valued by some people as inherently important to a piece of jewellery, how it is made and what that says about the person commissioning, the jeweller and the recipient are much more vital.
How Has Social Media Affected Custom Jewellery?
Social media has made expression and aesthetics more important than past markers of prestige. A ring is not beautiful just because it has a big stone and a famous maker’s mark, but because it has the clear hand of an artisan behind it.
Part of the reason for this is that you can easily broadcast the process of conceiving, designing and creating a particular piece, as well as explaining the reasoning, motivations and inspiration behind certain ideas.
A striking piece of jewellery will always draw attention, but storytelling is far more important for keeping those eyes fixed on it.
How Has Social Media Helped Independent Jewellers?
Younger Millennials and Gen Z are some of the most ethically minded buyers of jewellery we have ever seen, and creative independent jewellers are the perfect people to help them realise their vision.
They often want to try unusual shapes of stones, lab-grown diamonds, mixed metals and unique finishes that would be utterly unthinkable in decades past, providing some new, refreshing challenges to lovers of the craft.
They are also very vocal about the meaning and ethics behind their purchasing decisions, want to support their local communities and independent artisans, and do their bit as ethical consumers to practise what they preach, often on social media.
Jewellers who can work with ethical materials, are willing to leave their comfort zones and can showcase new and unique designs quickly in a way that a young buyer can wear will benefit from this new age.
Has Bespoke Jewellery Ended The Concept Of Jewellery Trends?
Absolutely not; plenty of fashion-conscious people still look to social media for the latest trends in band size, popular stones and layering tactics, but what has changed is how many people want to break away from these rapid cycles of change.
The issue with trend-driven jewellery in the age of social media is just how rapidly these trends shift and cycle over the years.
Whilst trendsetters used to move at the speed of magazines, social media-driven trends can start quickly and end just as fast.
Rather than choosing jewellery because it is on trend, a growing number of people are opting for higher-quality, personal pieces that express something more innate and unlikely to shift with passing fads.
Is There Still A Place For Prestige Jewellery In An Age Of Personalisation?
There is no reason why you cannot have both prestigious and personalised jewellery, but what has changed is that pieces no longer necessarily have to be heirlooms or reflect historic status.
There will always be a place for readymade designs or designs that require just a few personal flourishes, and there will always be a degree of loyalty to particular makers.
What has changed is that people who buy jewellery are choosing it not necessarily because of its brand, the type of stone, the celebrity wearing it prominently or a trending shape, but because of the connection it has with their memories, their milestones and their lives.