Capturing the Attention of Younger Audiences
Today, pearls are undergoing a transformation in contemporary jewellery, shedding their traditional image and embracing a fresh, modern aesthetic. Designers are using them in innovative ways, pairing them with different materials, such as silver, gold, and titanium. Puja Shah, Founder of online jewellery brand Moi, says, “Younger consumers are opting for modern, minimalist designs. They favour clean lines, geometric shapes, irregular shapes, and coloured pearls, such as Tahitian or pink, offering a fresh alternative to the classic white pearls cherished by the traditional clientele.”
Brands catering to the international market have observed that the resurgence of pearls is driven by various factors, one of the most influential being the growing interest from celebrities. Marion Branellec De Guzman of Jewelmer, Philippines, adds, “Pearls have evolved from traditional symbols of elegance to versatile, modern accessories embraced by younger consumers. This shift is driven by evolving designs, celebrity influence, sustainability, and the growing appeal of authentic storytelling, making pearls a symbol of individuality and contemporary style.”
Pearls have long been admired by icons of style. Their journey as a celebrity favourite began as far back as 1862 when Abraham Lincoln gifted freshwater pearls to his wife, Mary Todd Lincoln, for the presidential inaugural ball, a gesture that helped solidify pearls as a symbol of elegance and sophistication. As of date, pearls continue to capture the imagination of designers and trendsetters alike, with Pharrell Williams giving them a modern twist in his Tiffany Titan jewellery collection for Tiffany & Co.
Originally launched earlier this year, the Tiffany Titan collection became known for its edgy combination of punk aesthetics and classical motifs, drawing inspiration from the trident of Poseidon. Crafted in 18 ct yellow gold and titanium, the collection includes bold necklaces, bracelets, and earrings that reflect Williams’s personal connection to water. “The sea has always been my inspiration,” Williams explained when unveiling the line. “Poseidon, the god of the ocean, and Atlantis, the community where I grew up in Virginia Beach, both play a huge role in my creative vision.” By incorporating pearls in modern jewellery, Williams aims to re-establish their place as an essential element of contemporary fashion, appealing to a new generation of style-conscious consumers.
