How to sell jewelry to Gen Z in 2026: verified data on trust, TikTok Shop, influencer marketing, and the content formats that convert this buyer.

TL;DR: Diamond prices have stopped falling in 0.30 to 1.50 carat goods. The 1 carat index went flat in July after 13 straight months of decline. Gold jewellery is earning more on fewer units. Global jewellery volume hit its lowest quarter since the pandemic while spend hit records. Where a stone was polished now changes its price. Canada carries a 50% US duty. Belgium, Botswana and Namibia carry none. Two certification scandals broke in 2026. Buyers have new reasons to questi

Autumn 2026 has more live jewellery trends running at once than most seasons manage. Below are the trends worth paying attention to this season, each with the search or runway signal behind it and the specific photography decisions — lighting, hardware, model use, props, and where AI-generated assets can and can't help — that make the difference. Chunky Gold Chains and Maximalist Layering Pinterest reports maximalist accessories searches up 105 percent, and the runway story b

22% of online retail returns happen for one reason alone: the product looked different in person than it did in the photo. For jewellery, where colour, scale, and sparkle are the entire pitch, that gap is more expensive than in almost any other category. Independent survey work from Akeneo covering 1,800 shoppers across eight countries found that 40 per cent had returned a product in the past year because of incorrect or misleading product information, with misleading images

On 2 August 2026, the part of the EU AI Act that most jewellery brands can actually feel came into force. From that date, the European Commission gained the power to request documentation, run evaluations, restrict models, and issue fines of up to 3% of global annual turnover or €15 million against the largest AI providers. The obligations themselves are not new — they applied from August 2025 — but the enforcement machinery only switched on now. For a small jewellery brand,

From 12 August 2026, one shipped ring can make you a "producer" in another country Here is the fact that caught most small jewellery brands off guard. As of 12 August 2026, the EU's Packaging and Packaging Waste Regulation — Regulation (EU) 2025/40, which repeals the old Packaging Directive 94/62/EC — applies directly across all 27 member states. No national law needs to pass first. It is already in effect. The part that matters for you: whoever places packaged goods on the E

Learn how jewellery photography lighting affects metal colour, gemstone brilliance and buyer trust — plus seven fixes you can apply to your next shoot.

Rapaport's latest market comment reports that rough diamond production dropped 8% in 2025, to 99 million carats. Over the same year, the average price per carat rose 6%, to $93. So fewer diamonds came out of the ground. And the ones that did cost more. There is a second signal underneath that one. Prices for small round diamonds (0.30 to 0.49 ct.) are climbing again after dealers sold down their stock. The RapNet Diamond Index for 0.30 ct. stones rose 4.2% in June alone. Bigg

On 26 June, I hosted a live webinar with Ema Markesic, founder of the performance marketing agency Emand and a Google Ads Solutions Expert at Google, where she supports companies including Inditex and Puig. Over two hours, Ema and I worked through what fine jewellery founders actually need to understand before they spend a pound on paid search. The number that reframed the room Early on, one figure did most of the work. According to Boston Consulting Group, companies that lin

Learn how to find trends for your jewellery marketing using Pinterest Predicts, Google Trends, Glimpse and your own first-party data — and how to act before they peak.

A New York model sued a fashion brand for using AI to generate unapproved images of her likeness. Here is what the case means for jewellery brands using AI photography — and what US and EU regulations now require.

Lab-grown diamond prices are rising as AI chip demand pulls supply away from jewellery. What independent jewellery brands need to understand about this market shift.

Jewellery is, by broad professional consensus, the most technically demanding product category to photograph. Highly reflective surfaces — gold, silver, platinum — act like mirrors. They capture the reflection of the camera lens, the photographer, and the room itself. Tiny stone settings require macro lenses and focus-stacking techniques to stay sharp. A single scratch on a metal surface reads as a flaw under studio light. And colour accuracy matters enormously: a rose gold r

Jewellery packaging drives sales, repeat purchases and brand loyalty. Data, strategy, and 8 extraordinary brand examples — from KIMITAKE to Grainne Morton. 155 characters

Summer 2026 jewellery trends backed by Pinterest data, SS26 runways, and Google search signals — beaded pieces, sculptural gold, green gemstones, brooches, and more. With photography direction for each.

Market research for jewellery brands: what it covers, what it delivers, and how it changes brand strategy decisions. A practical guide for independent jewellery founders.

According to Influencer Marketing Hub's 2025 benchmark report, 73% of brands now prioritise engagement metrics over follower counts when selecting creators. Yet the most common approach jewellery brands still take is the opposite: open Instagram, search a hashtag, find someone whose feed looks beautiful, and send a DM. That process produces creators who look right. It does not reliably produce creators whose audience will buy. Finding a jewellery content creator is not the sa

The Number That Should Stop You Mid-Scroll In February 2026, the Influencer Marketing Hub published an analysis of over 11,400 jewellery brand campaigns. The finding that stands out: micro-influencers — those with between 10,000 and 100,000 followers — delivered an average cost-per-engagement of £0.07 for jewellery content. Celebrity-tier partnerships cost nearly four times more, at £0.27 per engagement, while generating a fraction of the interaction. In fact, that gap is a s

Most jewellery brands think they know their competitors. Almost none have done structured research. Here is what real jewellery competitor analysis looks like — and why it matters for your positioning, pricing, and growth.

56% of jewellery buyers research online before purchasing. Here's how the digital-first buyer journey works in 2026 — and what jewellery brands must do to earn trust early.