Why everyday gems are the stepping stone to luxe jewellery for aspirational millennials

The likes of Harry Winston and Graff, both known for their high jewellery designs that rely heavily on the use of collector-size diamonds and precious stones, have in recent years unveiled collections that are more wearable and are available at approachable prices Claire Choisne, creative director at Boucheron, says the desire to actually wear jewellery they own is what's driving women to acquire more gems these days A Cartier ring from the French luxury brand's Coloratura high jewellery collection.

Women are starting to do so from a younger age, too - according to research by Bain, 33 per cent of luxury purchases made worldwide in 2018 were by members of Gen Y and Gen Z.Fine and demi-fine jewellery is often these women's gateway to luxury goods The growing e-commerce space for luxury brands has seen significant growth in the reach for fine and demi-fine jewellery High jewellery masterpieces are out of reach for most people, and it is perhaps this realisation that spurred elite jewellers to democratise their designs, offering little pieces of luxury and refinement by way of demi-fine and fine jewellery.

These collections continue to be what defends these luxury jewellery houses' titles as purveyors of the rare and unique. . Source