A strong need for “self-expression”
People have also had a lot of time on their hands during this lockdown. There has been a lot of product and brand discovery that has been happening. Clients are more likely to go for brands whose ideology and sense of aesthetic resonate with them. “Once the lockdown started to ease, we really felt people’s need for joy and happy moments, they wanted to “treat themselves” in an act of self-love, so it seems they are more open to discovering new brands and pieces, and thus happily we have noticed more activity and interest around the brand,” says Parisian jeweller Marie Mas. People will continue to express themselves with their choice of clothing and accessory and they will continue to seek happiness through the sparkle of a diamond that is irreplaceable. Even though people are stuck in their homes, the need to feel beautiful is still very real. And when this is all over, women would want to flaunt their favourite purchases during their outing.
As lockdown eased in Europe, Marie noticed that clients showed an increased interest in pieces from her new collection ‘The Wave’. “It is an ode to harmony, femininity and deceptive simplicity. I think it is the surprise, joy and excitement which our best seller “Queen Wave ring” brings, that it has attracted the interest of clients in the post- pandemic world. It is my belief that people buy fine jewellery because they fall in love with it and because the piece means something special to them. So, I don’t think fine jewellery creation and client interest will stop, I think people will gravitate to buy something which carries that special personal meaning—which can be found in designer jewellery, carefully crafted,” adds Marie.
"It is my belief that people buy fine jewellery because they fall in love with it and because the piece means something special to them. So, I don’t think fine jewellery creation and client interest will stop, I think people will gravitate to buy something which carries that special personal meaning—this time has given
us an opportunity to reflect and really connect with our private clients, getting to know them better—which is one of my favourite things to do and is key to an honest and strong foundation for the brand."