15/03/2024 – Delmar jewelers
Capture Millenials and GenZ customers with Enamel
Why Millenials and Gen Z love this colorful trend
In today’s dynamic fashion landscape, the powerful influence of millennials and Gen Z has steered trends toward bold and unconventional paths. Across various industries, from technology to fashion, there’s a drive to meet the evolving preferences of this new generation. And there is pressure on brands to meet these targets. If Gen Z and Millennial sales are not high enough, the brand will be obsolete by the end of the decade.
In the realm of fashion, we’ve witnessed a resurgence of trends reminiscent of the late 90s and early 2000s, with enamel jewelry reclaiming its prominent position in the spotlight.
Delmar’s Director of Merchandising, Natasha Petrovic states that. “Enamel, with its vibrant colors and playful aesthetics, has emerged as a coveted choice among the fashion-forward Millennials and Gen Z consumers. Its versatility allows for endless creativity, enabling jewelry designers to craft pieces that suit the dynamic lifestyles and preferences of these demographics.”
“Enamel’s versatility allows for endless creativity, enabling jewelry designers to craft pieces that suit the dynamic lifestyles and preferences of Gen Z and Millenial customers.“
– Natasha Petrovic, Director of Merchandising at Delmar Jewelers –
Here’s why enamel has become a strategic tool for jewelry brands looking to appeal to Millennials and Gen Z:
1. Enamel is colorful and eye-catching
2. Enamel is expessive and Individualistic
3. Enamel has a Cultural and Nostalgic Appeal
4. Enamel speaks to Sustainability and Ethical Considerations
5. Enamel adds color to Affordable Luxury pieces
Enamel is colorful and eye-catching
Steal the show
Enamel adds a pop of color to any outfit and these trendy pieces add a modern twist to classic diamond eternity bands.
In a digital age characterized by visual stimuli, vibrant colors reign supreme. Enamel jewelry captivates with its rich hues and glossy finishes, making a statement without saying a word. For Millennials and Gen Z, who gravitate towards visually appealing content, enamel jewelry serves as a perfect accessory to complement their vibrant lifestyles and social media presence.
Collection highlight:
This 1/3 ct Heart and round cut diamond ring in 14k yellow gold combines the ring stacking trend with a pop of color. Instead of overshadowing, the enamel enhances the brilliance of the diamonds, adding a vibrant touch to the design while maintaining perfect harmony.
Enamel is Expessive and Individualistic
Wear your story
Wearing jewelry is like wearing a piece of your personality! Enamel blends your favorite colors with symbols that really mean something to you, making your jewelry as unique as you are.
Millennials and Gen Z value self-expression and individuality. Enamel jewelry offers a canvas for unique designs, allowing wearers to showcase their personality and stand out from the crowd. Whether it’s bold geometric patterns, whimsical motifs, or abstract designs, enamel pieces offer a myriad of options to suit diverse tastes.
Collection highlight:
Whimsical motivs, geometric patterns and abstract design… this 14K gold and pink enamel ring has it all. Look at the intricate craftsmanship on the gold, with linked designs on the left and organic triangles on the right. The enamel flower is the cherry on top.
Enamel has a Cultural and Nostalgic Appeal
Now and Then
Enamel jewelry carries a rich cultural heritage, evoking nostalgia and a sense of connection to the past.
It has a rich history of uniting people with its vibrant colors, dating back to Mycenaean goldsmiths in the 13th Century BC. Its vintage charm continues to captivate, fueled by its association with iconic pieces from the past. Today, enamel enjoys a resurgence, celebrated for its timeless versatility.
With Millennials and Gen Z embracing retro and vintage trends, enamel pieces offer a contemporary twist on classic designs, appealing to their nostalgia while staying relevant to current fashion trends.
Collection highlight:
With their floral design these 0.02ct Created White Sapphire Enamel Earrings in Yellow Silver are perfect for those who adore dainty and delicate styles with a vintage feel.
Enamel speaks to Sustainability and Ethical Considerations
Enamel is the new green
Enamel can act as a colorful way to replace traditional mined gemstones.
As socially conscious consumers, Millennials and Gen Z prioritize sustainability and ethical practices. Enamel jewelry crafted from eco-friendly materials like glass resonates with their values. Brands that prioritize sustainability in their enamel jewelry production not only attract environmentally conscious consumers but also contribute to a more sustainable future.
Collection highlight:
This blue enamel bead station forzatina chain in sterling silver needs to gemstones to add a pop of color to your outfit.
Enamel adds color to Affordable Luxury pieces
Created Brilliance
This collection offers a big look at an affordable price point.
While Millennials and Gen Z appreciate quality and craftsmanship, they are also budget-conscious consumers. Enamel jewelry strikes the ideal balance between luxury and affordability, offering a chic and stylish option at accessible price points. This accessibility makes it particularly appealing to younger demographics who seek value without compromising on style.
Collection highlight:
This 4 1/5CT Heart Shaped Created White Sapphire Fashion ring with Pink enamel has it all. The created gemstone makes it sustainable, the silver makes it affordable and it has a bold and colorful look with a modern yet vintage feel.
In conclusion, enamel jewelry represents more than just an accessory—it’s a symbol of personal expression, creativity, and inclusivity. For jewelry brands aiming to capture the hearts and wallets of Millennials and Gen Z, embracing enamel is not just a trend; it’s a strategic imperative in today’s competitive market. By harnessing the power of enamel, brands can forge authentic connections with younger generations and carve out a distinct place in the evolving landscape of fashion and accessories.