Experts named five trends in the field of jewelry in 2025

Women are increasingly buying jewelry for themselves, usually during their lunch break at work, opting for a concise design and grown or alternative stones. This is the conclusion reached by analysts of the jewelry store chain "585 Zolotoy", having studied the data of offline and online sales since the beginning of 2025. The study was reviewed by Izvestia on August 13.

As part of the rebranding and a new advertising campaign, it turned out that women aged 30 to 45 are especially actively buying jewelry, who choose gold and silver chains, as well as earrings. Interest in men's jewelry and wedding rings has decreased somewhat, which experts attribute to the growing popularity of self-gifting — buying for no reason for your own pleasure.

"Jewelry is most actively bought on Thursdays from 14:00 to 15:00 — right during the lunch break. Such an "X hour" may be associated with emotional fatigue by the end of the week: you want to treat yourself to something beautiful and even tune in for the weekend," the study says.

There is a clear trend towards minimalism among the preferences of buyers. The demand for laconic jewelry has grown, especially for classic "single-row walkways", single-element items, and malinka-type jewelry. White gold is also becoming more and more popular, as it emphasizes the purity of lines and the relevance of minimalist design.

In addition, there is a growing interest in ethical materials: jewelry with grown stones, such as sapphires and emeralds, show significant sales growth. This trend is explained by the conscious choice of materials and the rejection of ostentatious luxury in favor of true style.

There is also an increasing interest in products with quartz and inlays that have a pronounced character, such as topaz, agate and pearls. According to the research, this is due to the trend towards "conscious" jewelry that reflects the inner world of the wearer and becomes a way of self-expression through the color, texture and symbolism of the stone.

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Nina Sergeeva, Commercial Director for Sunlight stones, gemology expert, told Izvestia on August 4 how not to lose a diamond cut depending on the shape and length of the fingers. According to her, for hands it is better to pay attention to square and rectangular cuts, such as "radiant" or "emerald". For miniature fingers, it is better to choose small diamonds so that they do not look bulky.

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