Decoding Social Media Trend of Analysing Jewellery and Why are we so Obsessed With it.

Jewellery analysis from a cultural, fashion, and celebrity perspective is gaining momentum on the internet. Now, although fashion has enjoyed this limelight for decades, jewellery analysis has been largely absent from the mainstream media. Is that the reason why we’re so obsessed with it now?

“Tiffany's, Cartier, Black Starr, Frost Gorham, Talk to me Harry Winston, Tell me all about it.” Marilyn Monroe’s iconic song Diamonds Are A Girl’s Best Friend goes and of course, everyone loves to have diamonds in some form in their lives. They are aspirational, awe-inspiring, and big one-time purchases for most people. So one needs to know as much as one can, to get the jewels of their dreams. Yes, it’s materialistic, but what’s life without materialism anyway?

Featuring Marilyn Monroe in Diamonds are a girl’s best friend, an OST from Gentlemen Prefer Blondes

The Intricate Details Of Jewellery

We love jewellery, and we love talking about it, from cuts to carats, there’s a lot to talk about jewellery, but somehow the world of magazines and media tends to focus more on fashion. “I have a bone to pick with these fashion magazines. Every fashion magazine reported on Kim Kardashian’s insane Victoria Beckham fashion show look, but none of them mentioned her jewellery. She looks magnificent, but the maximum her dress could be is like $2,000, the maximum time it took to make that was like one year. But Kim’s jewelry, between her necklace stack and her ring, these are hundreds of thousands of dollars on her body, these gemstones took millions of years to form, and I can't even begin to think about the labour and craftsmanship that went behind it.” Julia Hackman Chafe, a popular luxury content creator who goes by the name jewelswithjules on Instagram says that how it’s high time that jewellery gets the attention it deserves.

Image Source: Footwear News

Featuring Kim Kardashian at Victoria Beckham’s Paris Show

Here’s where influencers like Chafe on Instagram and TikTok come into the picture. These influencers fill the gap and analyse popular jewellery looks, giving jewellery enthusiasts something to talk about and aspire to. From Victoria Beckham’s fifteen engagement rings and how that could possibly be a family tradition to Isha Ambani’s “Vegetarian amount of carats,” in the 2023 Met Gala, Chafe analyses the most breathtaking jewellery looks and adds much-needed quirk and excitement to her jewellery analyses. The best part is these are not just limited to celebrities, Chafe also brings jewellery updates in touch with Indian bridal fashion, the history and story behind certain pieces, popular charities attached to jewellery, and so on.

The Young Audience Loves It, And The Influencers Are Here For It

Chafe is not the only influencer who has jumped on the bandwagon of this tremendous golden market gap. Fashion and design influencer, Manisha Malik analyses jewellery from popular Bollywood movies and takes her audience through the culture, history, or story behind a certain piece. Be it the culture behind actress Parineeti Chopra’s Saggi Phul in the movie Kesari, which is also a huge part of Kangana Ranaut’s popular look or the famous historical gender-neutral jewellery Hansli from Rajasthan donned by Aishwarya Rai in Jodha Akbar and Shahid Kapoor in Padmavat. Both Manisha Malik and Julia Chafe enjoy a following of 174k and 165k respectively, showing how the young audience on social media is interested in every phase of jewellery, and why not, it is a combination of timeless traditions, family anecdotes, and has that wow factor.

Image Source: PopXO and Meera Jaipur

We've Always Talked Jewellery

Now social media jewellery analysis might be the first brush with this subject for GenZ and millennials, but people have been talking about big diamonds and bigger sapphires for ages, as jewellery is a representation of both wealth and remarkable style. From grandmother’s pearls to ginormous heirloom engagement rings, jewellery has been a talking point in galas, dinners, and kitty parties since time immemorial. You can wear the most dazzling dress from luxury brands, but the person with the biggest solitaire in the room will get the highest amount of attention. Social media is just a hundred times more magnified and crazy version of this.

The Glittering Advantage Of A Good Analysis

Kira Kirby, a London-based fashion and lifestyle influencer took to her Instagram to share the newest jewellery addition to her collection with the caption, “Dream pendant unlocked! As an American living in London, I love the symbolism here, two sides of the world equally close to my heart. In other words, I worship at the altar of annoushkajewellery,” the glittering gold and diamond pendant seemed as if it was made just for her, an individualistic piece that defines her. It is a story that many of her followers may relate to, but the bigger influence of her writing and videos on jewellery is on the psyche of the young consumer who would now seek jewellery that is associated with their unique story.

Image Source: Anoushka Jewellery

Kira Kirby’s dream pendant- Mythology 18ct Yellow Gold Diamond Spinning Globe Pendant from Anouskha Jewellery

Kira Kirby’s dream pendant- Mythology 18ct Yellow Gold Diamond Spinning Globe Pendant from Anouskha Jewellery

A Shared Love For Wishlists

For a consumer who has just entered the job market, jewellery holds motivational value. People work and save so they can buy whatever is there on their wishlists, especially if it’s a big purchase like jewellery. Influencers in the jewellery analysis space often share their own wishlists with their followers, increasing the relatability factor. Kira Kirby shared with the New York Times that her wishlist includes a skull ring from Polly Wales and a Bulgari Serpenti bracelet.

Authenticity And Personality

Wishlists, dream jewels, excited reactions, and freaking out over the newest collection from a luxe brand, everything adds to the authenticity and personality of a jewellery analysis on Instagram and TikTok. The kind of reactions to Tiffany and Cartier we read about in romance novels are now in a video format and these online divas are not waiting for a prince charming to buy them their jewellery. It motivates an entire segment of people to have ambitions to work hard so they can shop for the most glittering jewels. Watching these jewellery analyses on Instagram is a constant reminder of what one is working for.

Jewellery analysis on social platforms is GenZ’s link to the high jewellery world and of course, we are all obsessed with it.