Gen Z Jewelry Shopping Trends and What Retailers Can Learn
In today’s ever-evolving fashion landscape, one generation is redefining the rules of style and commerce — Gen Z. Born between 1997 and 2012, Gen Z already commands over $360 billion in disposable income globally (Bloomberg, 2023) and is rapidly becoming the most influential demographic in the jewelry market.
For retailers, tapping into Gen Z’s preferences isn’t optional — it’s essential. But this generation doesn’t just buy jewelry; they buy stories, sustainability, identity, and experiences. In this blog, we break down the top Gen Z jewelry shopping trends and what actionable steps retailers can take to thrive in this shifting landscape.
1. Sustainability Isn’t a Trend — It’s a Baseline
For Gen Z, environmental awareness is not a “nice-to-have” — it’s a non-negotiable. According to First Insight (2023), 73% of Gen Z consumers are willing to pay more for sustainable products. This means transparency in sourcing, ethical labor practices, and eco-conscious materials directly influence purchase decisions.
What Retailers Can Do:
- Offer lab-grown gemstones and recycled metals wherever possible.
- Be open about your supply chain — Gen Z values authenticity.
- Partner with manufacturers offering sustainable custom jewelry manufacturing, like Nakassi’s ethically sourced silver and gold vermeil options.
2. Gender-Neutral Jewelry is Gaining Ground
Gone are the days of strictly “his” and “hers” collections. Gen Z embraces gender-fluid fashion, and jewelry is no exception. In fact, 42% of Gen Z respondents in a 2023 McKinsey survey said they prefer brands that don’t classify items by gender.
What Retailers Can Do:
- Design unisex collections with clean, minimal aesthetics.
- Use inclusive product descriptions (e.g., “bracelet” instead of “women’s bracelet”).
- Stock versatile designs like chains, stackable rings, signet rings, and adjustable cuffs.
3. The Rise of Personalized and Storytelling Jewelry
Gen Z consumers gravitate toward self-expression. Jewelry that tells a story — whether through initials, birthstones, zodiac signs, or engravings — performs exceptionally well.
Search volume for “custom name necklace” and “personalized ring” has increased over 37% year-over-year (Google Trends, 2024), reflecting this strong demand.
What Retailers Can Do:
- Introduce a personalized section for charms, rings, and necklaces.
- Collaborate with a custom jewelry manufacturing partner who can handle engraved and made-to-order designs efficiently.
- Encourage UGC (user-generated content) from customers showcasing what their piece means to them.
4. Digital Shopping with Instant Gratification
Gen Z is a digital-first generation. According to Shopify (2024), 80% of Gen Z prefers to shop online, and over 60% discover products via Instagram, TikTok, or YouTube.
They also expect fast delivery, easy checkout, and immersive digital experiences.
What Retailers Can Do:
- Ensure a mobile-first eCommerce experience.
- Invest in lifestyle and influencer-led photography for your listings.
- Use AR tools to allow virtual try-ons.
- Keep lead times short — working with efficient B2B jewelry manufacturers like Nakassi can reduce turnaround without compromising quality.
5. Ethical Sourcing and Brand Transparency Matter
Gen Z does their homework. They check for ethical labor, fair-trade practices, and brand integrity before purchasing. If your product is beautiful but your ethics are unclear, you risk losing trust.
Stat Insight:
In a recent IBM study, 62% of Gen Z shoppers say they would switch to a more ethical brand — even if it means paying more.
What Retailers Can Do:
- Share your brand values and sourcing story on product pages.
- Use certifications (like fair trade or conflict-free) when available.
- Align with manufacturing partners who support ethical production — a key strength of Nakassi’s B2B jewelry services.
6. Bold & Colorful Designs Are Back
While minimalism is still popular, Gen Z doesn’t shy away from pops of color and expressive styles. Resin jewelry, enamel-coated pieces, vibrant gemstones, and quirky shapes are dominating Instagram and TikTok.
From Y2K nostalgia to dopamine dressing, Gen Z isn’t afraid to be loud and playful.
What Retailers Can Do:
- Diversify your inventory with colorful gemstone jewelry (e.g., amethyst, topaz, citrine).
- Consider limited edition capsule drops to test new bold styles.
- Work with manufacturers capable of producing fast design iterations to keep up with micro-trends.
7. Stacking, Layering, and Curated Sets
Gen Z loves the concept of curating their own style, which makes stackable and layer-friendly jewelry a hot category. Think ring stacks, layered chains, and mix-and-match charm bracelets.
Market Watch:
Pinterest reports a 34% increase in “stacked rings” searches since 2023 — a clear indication of rising interest.
What Retailers Can Do:
- Offer bundled sets and “complete the look” upsells.
- Display suggestions for stacking or layering in product photos and descriptions.
- Invest in modular designs with interchangeable pieces.
8. Gen Z Trusts Influencers, Not Celebrities
Unlike Millennials, Gen Z is more influenced by micro-influencers and peer recommendations than celebrities or traditional advertising. They want to see real people wearing jewelry in everyday settings.
Stat Snapshot:
Instagram and TikTok are top discovery platforms for jewelry, with over 75% of Gen Z using social media to guide purchase decisions.
What Retailers Can Do:
- Build a community by collaborating with micro-influencers in your niche.
- Encourage customers to tag your brand and showcase their styling.
- Leverage behind-the-scenes content and storytelling to connect emotionally.
9. Affordability With Quality Is Key
Gen Z is cost-conscious but not willing to compromise on design or meaning. They are looking for pieces that look and feel premium — without the premium price tag.
This is where materials like gold vermeil, 925 silver, and lab-grown stones become essential. They offer luxury aesthetics while keeping prices in check.
Retailers who partner with cost-effective, high-quality manufacturers — such as Nakassi’s team offering custom bulk jewelry manufacturing — gain a significant edge here.
10. Cultural Expression & Identity-Driven Designs
From South Asian Gen Zers wanting nose rings and maang tikka to Afrocentric design fans and spiritual motifs — Gen Z is embracing cultural pride and identity more than ever.
They look for jewelry that reflects heritage, beliefs, and roots, which gives rise to demand for niche and inclusive collections.
What Retailers Can Do:
- Explore culturally inspired capsule collections.
- Introduce spiritual symbols, regional styles, or even horoscope-based designs.
- Offer made-to-order jewelry that can be customized to individual beliefs or preferences.
Final Thoughts
Gen Z is transforming the jewelry landscape — not just with what they wear, but how and why they buy. They want jewelry that’s ethical, expressive, customizable, and accessible. For retailers, this means a shift in how collections are designed, marketed, and sourced.
At Nakassi, we understand the pace of Gen Z culture and offer end-to-end jewelry manufacturing solutions tailored for today’s fast-moving market. Whether you’re launching a Gen Z-focused brand or expanding your seasonal inventory, we help you stay agile without compromising on quality or creativity.
FAQs
Q. What jewelry styles are Gen Z most interested in right now?
A. Personalized rings, stackable sets, gender-neutral chains, and colorful enamel pieces are trending in 2025.
Q. How can I quickly launch new Gen Z-inspired collections?
A. Partnering with fast-turnaround manufacturing teams like Nakassi’s helps you test and scale new designs without large upfront costs.
Q. Are lab-grown stones preferred by Gen Z?
Yes. Gen Z is both eco-conscious and budget-aware, making lab-grown diamonds, sapphires, and emeralds a top choice in their buying behavior.
Priyanka is a jewelry specialist with a passion for crafting stories as dazzling as the gems she adores. With years of experience in the industry, she combines deep expertise in design trends, gemology, and craftsmanship with a flair for creating engaging, informative content that resonates with jewelry enthusiasts and collectors alike.
