As the world comes to grips with an unforgiving pandemic and social unrest in major cities around the world, consumers comfort themselves by seeking meaning in their daily lives – and in their jewellery.
In its first Diamond Insight 'Flash' Report, De Beers Group noted that consumers in the US are likely to opt for more meaningful gifts with enduring value after the coronavirus-induced lockdown. Life during the pandemic has made more people feel grateful for things they used to take for granted, such as spending time with family. This, the report notes, would influence their purchasing and gifting behaviour moving forward.
Indeed, social-distancing measures and travel restrictions have kept friends and families apart, driving consumers to value the basics once more.
This yearning for meaning enhances the appeal of symbolic jewellery in both literal and figurative forms. The pursuit of personal expression for self-purchase and gifting lead to selections ranging from symbolic designs and inspirational mantras to personalised jewellery and birthstones.