How fine jewellery buying has changed since the pandemic

The jewellery brands you'd find online were the e-comm boomers, the value-driven brands that weren't quite classed as 'fine jewellery' by any means Fine jewellery sales have soared during the first lockdown and we're seeing a similar pattern again for lockdown number two Christie's online jewellery auction at the end of June saw an emerald-cut 2886ct D-colour type-IIA diamond go under the hammer for $21m and Christie's reported unprecedented digital engagement across 134 countries, with a 70 per cent increase in daily visitors to the sale page compared with its online jewels sale in 2019Read next Tiara of the Day: The most glamorous, fabulous diadems in history from around the world.

Major auction houses report staggering fine jewellery sales amid the pandemic Libby Page, Senior Market Editor at Net-a-Porter, told Tatler, 'During the first lockdown and as the Zoom effect took hold, we certainly saw customers thinking more about dressing from the waist up A new fine jewellery campaign launching on Net-a-Porter this month sees even more heritage watches and jewellery brands lining up to reach the luxury e-tailer's audience As well as maximising their digital presence, luxury jewellery brands have utilised their personal approach, adapting it to the current climate.

While we hope that shops and showrooms across London will be able to open ahead of Christmas, it seems the fine jewellery online revolution is well and truly booming. . Source