Five Ways Covid-19 Is Changing The Game For Independent Jewelry Designers

For small and independent jewelry designers, things are shifting too; business has been pushed online, accelerating the shift towards direct-to-consumer selling and the industry has come together to show solidarity in a time of crisis While the future may be uncertain, clients are still looking for meaningful jewelry purchases, as independent jewelry designers adapt to the new normal in five key ways In a recent Instagram TV talk hosted by Auverture, a platform for independent jewelry design run by Bibi van der Velden, Vanity Fair on Jewelry Editor Annabel Davidson encouraged jewelers to "Reach out directly to the press on channels like Instagram, make a noise and see what you can achieve on your own" Sotheby's has been setting online sales records during lockdown, recording both its most profitable online jewelry sale ever and most expensive piece of jewelry of the year so far.

Valery Demure, who runs a London-based jewelry consultancy as well as Objet d'Emotion, a fine jewelry shopping platform specializing in independent designers including Alice Cicolini and Yael Sonia, has noticed that while retailers are currently very cautious, focusing on individual clients has been more productive British jewelry designer Theo Fennell has created several bespoke talismanic pieces during lockdown and expects that post-Covid-19, there will be less appetite for seasonal, ready-to-wear jewelry and more of a focus on homegrown expertise and design: "Times have reverted and there is an appreciation of quality and thoughtfulness I think that as we unwind from this dangerous period, people will much prefer a beautiful piece in which they have been emotionally and creatively involved" Several independent designers have launched initiatives to help others, including the ultimate colorist Polly Wales's online coloring competition in support of No Kid Hungry in the US, Christopher Thompson-Royds's beautifully delicate cornflower earrings in aid of Refuge Against Domestic Violence in the UK and Kavant & Sharart's decision to donate all profits from their modern Deco-style jewelry to the Thai medical community until May 30. Source