Trading in the final months of the past year suggested a robust demand for Australian-designed and crafted jewellery, and these trends have continued so far in 2025.
Consumers are searching for high-quality jewellers who offer unique pieces and custom design services. In recent years, many voices in the Australian jewellery trade have echoed this sentiment, which is certainly reflected in our store.
While international brands and chain stores have their place in the industry, local Australian businesses and designer jewellers now have unprecedented opportunities.
Recent visits from local clients, as well as those travelling from interstate and overseas, indicate an increased demand for specialised services and customised products.
While there may be valid concerns about consumer confidence and discretionary spending, there is an undeniable passion and demand for jewellery inspired by Australia. Pieces featuring Argyle pink diamonds and other fancy colour stones, South Sea pearls, and opals are increasingly popular.
These Australian diamonds and gemstones hold significant value, and while some may question consumer spending levels, the demand is there and stems largely from overseas clients. The positive impact of the lower Australian dollar has led to an influx of tourists, resulting in an increase in spending among this demographic.
From a retail perspective, late 2024 and the beginning of 2025 have witnessed a surge in interstate and international client visits and orders.
I believe these clients have recognised Australia’s reputation for high-quality manufacturing jewellers and renowned designers who offer custom-designed pieces.
Tailoring a product to meet a client’s specific preferences is crucial in meeting this demand, whether it involves design elements, intricate aspects of settings, or the option to select their own diamonds or gemstones.
It’s important to remember that customisation is less common in international chains, providing local businesses with a competitive advantage and the opportunity to offer more unique and personalised products.
Naturally, jewellery is also a very personal and emotional purchase, so being a local brand or family business allows you to connect with clients on a long-term basis. These relationships are worth their weight in gold and are crucial to success in the jewellery business.
Enhancing the customer experience
Firstly, it is paramount that every client who enters our establishment has a positive experience.
This fosters a memorable brand reputation and positive word-of-mouth, which is the most effective form of advertising.
Having had the privilege of being a part of a local jewellery business that recently celebrated its 25th anniversary, I have come to realise the significance of creating an exceptional experience.
Jewellery is frequently acquired to commemorate a significant occasion or milestone. When a business provides that perfect experience, it establishes a lifelong bond with its clients and even the next generation.
In addition to offering a ready-to-wear collection, our specialty lies in custom-designed jewellery.
Our team possesses a comprehensive understanding of the manufacturing process and even backgrounds in gemology, design, and architecture, which are crucial aspects of designing a piece of jewellery.
Equipped with this knowledge and experience, we are able to address any inquiries a client may have, fostering trust and ensuring the perfection of the final product.
As a local brand, we are committed to providing prompt client service. This includes offering same-day resizing and expedited timeframes, which are not feasible for international brands or jewellery chains.
These are advantages that can’t be overlooked in a competitive market.
Our flexible approach allows us to offer customised timelines that cater to our client’s specific needs.
Ongoing care and servicing are also of paramount importance in maintaining a successful client relationship, ensuring its longevity and providing us with the opportunity to assist clients in celebrating future milestones.
Seizing the opportunity
There is an increasing consumer interest in Australian-designed and crafted jewellery, particularly for unique and custom pieces, and independent retailers can leverage this passion by offering products tailored to these preferences.
Customisation is a key differentiator. Local jewellers can stand out by providing personalisation options, such as allowing customers to select their own diamonds or gemstones. This can be a significant advantage in attracting clients looking for one-of-a-kind jewellery.
Independent jewellers can capitalise on their knowledge of the jewellery-making process, including gemology and design, to provide expert advice and high-quality customer service.
Jewellery is often a personal and emotional purchase, and being a local or family-owned business allows retailers to build strong, long-lasting relationships with their customers.
Furthermore, focusing on enhancing the customer experience can result in positive reviews and loyalty, fostering a strong reputation around your business.
The passion for unique and one-of-a-kind jewellery is burning bright. These are advantages not to be overlooked when standing out in a competitive market is increasingly important.
Name: James Temelli
Business: Temelli Jewellery
Position: Marketing Manager
Location: Melbourne, VIC
Years in the industry: 19
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