The jewelry market, where buying is linked to emotions, is a sector that's bucking the retail apocalypse.
The cornonavirus has stopped the fashion industry in its tracks, upending supply chains, closing retailers and forcing customers to reevaluate their purchases. But there are categories that are still seeing some spending — and it’s not just toilet paper, disinfectant and yoga leggings.
Some of life’s most important moments are marked with jewelry, but as social distancing mandates have transformed the U.S., perennial springtime events are being adjusted. Birthday parties, graduations, engagements and Mother’s Day celebrations have been reimagined using videoconferencing technology like Zoom or Skype.
Teichman agreed, adding, “Sentimental or protective pieces by designers like Retrouvai — our favorite is her flying pig which signifies anything is possible; Foundrae; Lito, and Marlo Laz are helping people stay grounded during this challenging time.” “A father, who was recently separated from his family and is currently self-isolating, bought his four daughters two Orb hoops and Ear Wishes each to remind his children that he is always thinking of them and [they are] with him in spirit,” Chilton said. “The discussion with the client was not only about which styles they might like, but also the significance behind each [all of the pieces in this collection have an associated meaning].
“It’s never the jewelry itself that has the meaning, it’s only the wearer that can define what it means to them,” Assoulin said. “My mom’s jewelry feels way different to me than it may have felt to her. It’s more sentimental. Whereas for her, it may have been more about fashion, about power dressing. Who knows?”
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