Colour Gemstone Jewellery: Discover the point-of-difference

We all want something no one else has – it’s human nature. With younger consumers increasingly prioritising individuality and personalisation when purchasing jewellery products, it should be no surprise that colour gemstone jewellery sits firmly in the spotlight.

Humans have always desired unique possessions. From an evolutionary perspective, rare and scarce resources mean power and a survival advantage. From a social vantage point, exclusivity reaffirms identity and meets the deep-seated desire to stand out in a crowded world.

Proudly owning a piece of jewellery that no one has, or at least is uncommon and unique, ticks all the right boxes. Younger consumers are finding what they’re searching for in the increasing variety of colour gemstone jewellery available today.

Diamonds hold a powerful position in jewellery as universally recognised symbols of enduring love and commitment, cemented by iconic marketing campaigns.

With that said, as industry analyst Edahn Golan recently explained in an interview with the Wall Street Journal, “Today’s millennials did not grow up with strong diamond marketing. The industry is now paying the price.”

Diamonds may be the ‘default’ selection for jewellery; however, younger consumers are looking for personalisation and finding it in vibrant rubies, enchanting emeralds, and sparkling sapphires.

“Diamonds are a girl’s best friend—or at least, they used to be. Today, hopeful fiancés are pinning on being proposed to with a tourmaline, an emerald, or a sapphire instead,” writes Orianna Rosa Royle for CNBC.

“Despite Gen Zers and Millennials claiming to be the most conscientious generations yet, none of the jewellers CNBC spoke to mentioned climate change as a factor behind their shifting preference from clear diamonds to colourful gemstones.

“Instead, they cited a movement towards individuality and a more personalised approach, with birthstones becoming an increasingly popular choice to propose.”

A recent report from Harper’s Bazaar explained that Millennials prioritise housing, travel, and other experience-related expenses over traditional engagement rings.

With that in mind, these young newlyweds are turning to affordable colour gemstone jewellery.