Subtlety in jewellery was once a hallmark of refined taste; however, it has been quietly ushered off stage and replaced by a dazzling cacophony of excess.
Where a single strand of pearls or a modest gold band once sufficed, today’s mantra among consumers is unmistakable: More is unequivocally more.
Who are the culprits for this change in consumer preference? Social media platforms such as Instagram and TikTok.
These platforms are relentless architects of modern desire, and they have not only amplified jewellery’s volume, but also flattened its once-varied global palette into a singular, glittering chorus.
For those of us in the jewellery trade in Australia and beyond, it’s a shift that’s as intriguing as it is advantageous.
Back to the future
Rewind the clock a decade, and jewellery preferences were a kaleidoscope of cultural distinction.
Europe leaned toward minimalist elegance — a whisper of heritage in a slim chain or a lone gemstone.
America countered with unapologetic bravado, proudly showcasing diamonds hefty enough to double as paperweights.
Australia straddled the divide between these two philosophies, blending coastal nonchalance with a penchant for sparkle, while Asia dazzled with filigree so intricate it demanded a second look.
In those days, forecasting trends was a high-stakes guessing game, and each region was a puzzle piece that rarely fit the next.
Stocking a store like Shiels meant juggling a dozen tastes, hoping your hunch on Sydney’s mood matched that of Perth.
Enter the social media age, and with it, a seismic levelling. Instagram’s endless scroll parades influencers adorned with layered necklaces, rings crowding every knuckle, and earrings that could signal ships in a fog.
TikTok doubles down, its bite-sized videos showcasing young tastemakers piling on enough bling to outshine a chandelier —all in the time it takes to brew a cuppa.
What’s emerged isn’t just a louder aesthetic; it’s a global one.
Where tastes once diverged sharply by continent and country, they’ve now coalesced into a unified vision driven by the same viral clips and hashtags.
The result? A homogenised appetite that’s less a melting pot and more a mirror, reflecting the same bold silhouette from Bondi to Barcelona.
Adapting to a new environment
For the jewellery purists, it’s tempting to mourn the erosion of restraint — those long-gone days when a solitary sapphire could command attention without a supporting cast of charms.
Yet, this ostentation has a silver lining, particularly for those steering the Australian jewellery scene.
Predictability, once elusive, is now within reach. Where trends used to trickle Down Under with a lag, warped by geography, we’re now in lockstep with the world’s pulse because of these digital social media platforms.
Shiels is in the midst of an 80th-anniversary celebration, as the company was founded in 1945. Times have changed!
The digital space is crucial, especially with social media becoming a primary search tool for engagement ring shoppers.
Furthermore, a glance at #JewelleryInspo on Instagram reveals what’s next — stacks of bangles, oversized pendants, a chorus of chains — and it’s a safe bet that trend will resonate with Australian consumers too.
At Shiels, we’ve watched customers evolve from seeking singular pieces to embracing the entire ensemble; a shift echoed by Gen Z consumers hunting for the next ‘big thing’ and retirees reimagining their classics.
This convergence isn’t without its trade-offs. The individuality that once defined regional markets has softened.
It's been replaced by a glossy uniformity that prioritises visibility over nuance.
Stores everywhere, be it a boutique in Melbourne or a chain in Milan, are all peddling near-identical wares, each bowing to the same digital overlords.
Yet, for an industry that was plagued by the unpredictability of desire for so long, this synchrony is a gift.
We’re no longer deciphering a dozen dialects of taste; instead, we’re fluent in a single, amplified language.
The scroll has become our oracle, and it’s rarely wrong.
The big question
Does this mark the death of jewellery’s understated art?
Perhaps for some — or alternatively, it’s merely a reinvention.
The game has shifted from crafting for the discerning few to curating for the connected many, and the tills reflect it.
Furthermore, while online retail is growing, trust remains crucial in jewellery shopping.
Customers still want to visit a store, see and try on pieces, and experience the brand in person.
Social media hasn’t just unleashed bling; it’s streamlined our lens on what sells and what doesn’t.
You may call it a loss of subtlety if you wish; however, in a world where every click shapes demand, it’s hard to argue with the clarity it brings.
For Australia’s jewellers, riding this global wave isn’t just savvy — it’s survival.
And if that means a few more layers of sparkle, well, who are we to dim the shine?
Name: Toby Bensimon
Business: Shiels Jewellers
Position: Director
Location: Adelaide, South Australia
Years in the industry: 22
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