For decades, jewelry has symbolized tradition, wealth, and status. From heirloom gold to diamond-studded wedding rings, the jewelry market has been a bastion of established norms. But today, Gen Z—those born roughly between the mid-1990s and early 2010s—is shaking up this long-standing industry with preferences that are reshaping what “luxury” means.

Sustainability Over Status

One of the biggest shifts seen with Gen Z buyers is their emphasis on sustainability. Unlike previous generations, they are far less interested in the conventional allure of mined diamonds and gold. Environmental impact and ethical sourcing take precedence. Lab-grown diamonds, which offer an eco-friendly and more affordable alternative, are quickly gaining favor. These diamonds are created in a controlled environment, possessing the same chemical and physical properties as natural diamonds without the environmental toll of mining.

Lab-grown diamonds aren’t just a trend—they’re a symbol of a larger shift toward ethical consumption. Many companies, recognizing this shift, are marketing lab-grown gems not just as budget-friendly options, but as ethical choices that resonate with younger consumers concerned about the environmental footprint of traditional mining.

Affordable Luxury, Not Flashy Wealth

While past generations might have valued jewelry as a demonstration of wealth, Gen Z focuses on quality and personal value. The old markers of status—flashy gold and extravagant diamonds—are taking a backseat. Gen Z seeks pieces that tell a story, reflect personal style, or carry emotional weight. They’re more likely to seek out affordable yet high-quality options, including minimalist designs that can be layered, stacked, or worn in multiple ways.

This generation is also more inclined to embrace retro or vintage jewelry. Nostalgia plays a big role in their preferences, with many opting for 1990s and early 2000s-inspired designs. What was once considered old-fashioned is being brought back with a modern twist.

Affordable Luxury, Not Flashy Wealth While past generations might have valued jewelry as a demonstration of wealth, Gen Z focuses on quality and personal value.

Jewelry today is no longer just an accessory; it’s an extension of one’s values. Whether it’s the ethical sourcing of materials or the ability to customize designs, Gen Z demands more from their jewelry. They want pieces that reflect their individuality and principles, not just their style.

Pooja Backliwal, Founder, Kiyvi Luxury Private Limited

Personalization and Versatility

Another defining feature of Gen Z’s relationship with jewelry is its emphasis on personalization and versatility. Young consumers are moving away from buying single, large pieces meant for special occasions, and instead are opting for modular, customizable jewelry that can adapt to different looks and moods. Many jewelry brands now offer pieces that can be mixed and matched or layered to reflect an individual’s unique style.

This love for personalization also reflects a broader trend toward self-expression. Gen Z, having grown up in an era of social media, is used to curating and showcasing their individual tastes online. Jewelry is just another tool for self-expression, and wearing the same jewelry as everyone else simply doesn’t fit the bill.

The Rise of Ethical Gold and Other Materials

While gold remains popular, its traditional dominance is being challenged. Ethical sourcing of materials like silver and even recycled metals is increasingly important to younger buyers. Many young consumers are turning away from gold that is perceived to be mined through harmful practices, preferring brands that can demonstrate responsible sourcing, fair labor practices, and reduced environmental impact.

Ethical sourcing of materials like silver and even recycled metals is increasingly important to younger buyers.

Gen Z’s preference for ethically sourced products extends to gold as well. Many young consumers are choosing brands that align with their values of sustainability and ethical production.

Embracing Technology

Technology is also playing a significant role in how Gen Z discovers, buys, and wears jewelry. Social media platforms such as Instagram, TikTok, and Pinterest serve as primary sources of inspiration for these young consumers. E-commerce has grown in importance, and many are opting for online shopping experiences over visiting physical stores. Jewelry brands are responding by investing in visually appealing digital marketing campaigns and influencer collaborations to capture this demographic’s attention.

The integration of technology is not just limited to marketing. Gen Z buyers are also exploring new technologies in jewelry creation, such as 3D printing and lab-grown gems, further aligning with their values of innovation, customization, and sustainability.

The Future of Jewelry

The jewelry industry is undergoing a transformation driven by Gen Z’s values. As this generation matures and their purchasing power grows, their demand for sustainable, affordable, and personalized options will only increase. While traditional jewelry will always have its place, the future belongs to pieces that can evolve with the times—just like the young consumers who wear them.

The Future of Jewelry The jewelry industry is undergoing a transformation driven by Gen Z’s values.

In the words of Pooja Backliwal, Founder and Director of Kiyvi Luxury Private Limited, trading as Traditions by Pooja Backliwal, “Jewelry today is no longer just an accessory; it’s an extension of one’s values. Whether it’s the ethical sourcing of materials or the ability to customize designs, Gen Z demands more from their jewelry. They want pieces that reflect their individuality and principles, not just their style.”

In the end, the jewelry that resonates most with Gen Z is not necessarily the most expensive or rare. It’s the pieces that align with their values—whether through sustainability, individuality, or versatility—that truly shine.