Trend: what kind of jewellery consumer are you?
A leading platform for the Italian gold and jewellery industries, Vicenzaoro launched its Dubai edition last year and will return to the World Trade Centre between April 14 and April 17. The two annual Italian editions of the jewellery fair, which take place at Fiera di Vicenza in January and September, present more than 3,000 brands — 2,000 of which are from Italy — and welcome about 30,000 visitors from more than 120 countries. It’s a launch pad for new products and ideas, a showcase of Italy’s jewellery-making prowess and a good place to gauge the global state of the industry. It’s also the place to identify upcoming industry trends.
At the January edition of the fair, Trendvision Jewellery+Forecasting, Fiera di Vicenza’s independent think tank for trend forecasting, unveiled its key findings for 2016/17. Paola De Luca, the company’s founder and creative director, presented four archetypical consumer groups, each characterised by specific tastes and purchasing attitudes, and associated with a particular megatrend. Which type are you?
The New Thinker
… is a minimalist at heart, and closely aligned with the so-called sophisticore trend. This is an evolution of normcore, a unisex fashion movement characterised by unpretentious, understated attire. By extension, the sophisticore trend is based on practicality and the desire to be comfortable, but still project one’s individuality in sophisticated ways — something of an anomaly in an age of social-media-led self-promotion.
Likes: Personalised jewellery, modern-looking pearls and asymmetrical earrings. The New Thinker has a taste for understated pieces that look straightforward enough, but have hidden complexity.
Try: Clockwise from top, double ring, Nessa at S*uce; Amazone bracelet, Messika Paris; rings, Marli at Harvey Nichols Dubai
… is also known as The Digger, and is a respecter of the past. The Retronaut is associated with the I-history trend, where motifs from the past are reimagined in a modern context — history with a sci-fi twist, if you will. Craftsmanship, magic and exotericism are pillars of this trend.
Likes: Very bold, dramatic pieces, oversized cuffsand amulet-like pendants, as well as motifs from the zodiac and astrology. Blackened metals, big necklaces and darker coloured stones such as emeralds are Retronaut staples.
Try: Clockwise from top, necklace, L’Atelier Nawbar at S*uce; Melody of Colours ring, De Grisogono; earrings, Selim Mouzannar at Boom & Mellow
… is an adventurer at heart, constantly seeking out new ideas and new places. This consumer is associated with the geo-luxury trend, which is characterised by a sense of exoticism. Geonauts buy their jewels from all over the world, and favour pieces that can be treasured forever.
Likes: Eclectic, colourful pieces that are handcrafted and tell a story.
Try: Clockwise from top, Nuri pendant earrings; Chinha ring, both from Boucheron; pendant, Alison Lou at Net-a-porter
… finds expression in the digital-hypnosis trend, which centres on our incessant connectivity and our relationship with technology. Glued to their screens and oh-so-informed, they are at the forefront of the new digital frontier. This tech-savvy type is all about futuristic but fun pieces that are unashamedly modern and innovative.
Likes: Pixel-like and digital elements, lighthearted typographic messages, fun, fantastical elements, and absolutely anything with an emoticon on it.
Try: Clockwise from top, Love U bangle; Two Hearts ring; and Love Struck pendant, all by Alison Lou at S*uce
Read this and related stories in Luxury magazine, out with The National on Thursday, April 14.
Updated: April 13, 2016 04:00 AM