From “Forever” to “For Me”: The New Era of Jewelry

The world of high jewelry has changed dramatically in recent years. Just a decade ago, men were the primary customers—buying jewelry to gift to their partners. That was the norm. He chose, she wore. But today, that script has been rewritten.

Women no longer wait for gifts. They’re better prepared, more independent, and economically empowered. It’s no longer unusual to see a woman walk into a jewelry store alone—confident, determined, ready to treat herself. As Miley Cyrus puts it: “I can buy myself flowers.” And not just flowers—also diamonds, necklaces, rings... anything they feel like.

The jewelry industry has had to adapt to this new landscape. Tastes have changed, and so have consumers. The piece that once symbolized eternal love—a ring, usually with a diamond—no longer holds the same meaning or demand.

For decades, De Beers dominated the market with a masterful campaign: “A diamond is forever.” They sold us the idea that a ring should cost the equivalent of three months' salary. And it worked. It was a powerful narrative that shaped generations. But that story is beginning to crumble.

Today, many couples no longer believe in “forever.” Eternal commitments are increasingly rare, and that’s had a direct impact on the industry. Natural diamonds now face an unexpected challenger: lab-grown diamonds.

These new diamonds are, in essence, chemically identical to natural ones. The difference? They don’t take thousands of years to form. They don’t come from deep within the Earth—they’re made in labs. Produced in weeks, at scale, with a precision that makes them appear flawless. And they cost up to 90% less.

A mined diamond is imperfect, unique, unrepeatable. A lab-grown diamond is controlled, replicable, modern. One holds ancient stories. The other represents technology and efficiency. Which do you prefer? Emotional value or practical value?Although with today's technological advances, you could even transform the ashes of your loved ones into a diamond!

Jewelry today lives in a duality: tradition versus innovation. Bvlgari builds vast workshops to craft artisanal pieces and launch trendsetting lines like Serpenti (snake like designs) or Polychroma (precious stones in vibrant colors). Walmart, meanwhile, sells factory-made diamonds that are accessible to all. Some brands bet on exclusivity. Others on mass appeal. We see this mirrored in viral controversies like the Birkin bag debate, or TikTok videos exposing how Chinese factories produce “luxury” goods that sell for outrageous prices simply for bearing a brand name.

And it’s no longer “he gives, she wears.” Jewelry is now unisex. Men and women alike buy it, wear it, flaunt it. Earrings, necklaces, rings, and bracelets are part of the personal style of pop stars, influencers, and celebrities. Jewelry no longer just adorns—it communicates, projects, defines.

Today, the favorite piece of jewelry for most men is the watch. Modern jewelry stores prominently display men’s watches from brands like Panerai. Why, when everyone already has access to the time on their smartphone? Because more than ever, a watch is a symbol of status and identity for men—telling time is almost irrelevant.

While part of the industry focuses on scaling production and reaching every corner of the world, another part centers on creating unique, extravagant, personalized pieces. Made to measure. Almost like an extension of the wearer’s soul.While one part of the industry is moving towards massification, another seeks to preserve the artisanal side. While some are still looking to open more physical spaces for sale, others are creating trends in TikTok.

In the midst of this transformation... which path should the jewelry industry take? Should it aim to be mass or to be unique? Cling to the past or embrace what’s next? Tradition or modernity?

Perhaps the answer isn’t choosing one over the other. Perhaps the future shines brightest for those who masterfully blend both into a single jewel.