The many possibilities of Demi-Fine Jewellery

The fine jewellery industry was pleasantly surprised with the introduction of “Demi-Fine” in the recent past. The concept in all its newness brought the Gen Z market into its fold. Now, these Demi-Fine jewellery brands want to tap the luxury buyers. Is it becoming luxury's next bastion?

In the world of video meets, a wave of younger consumers are flocking to Demi-Fine earrings, chains and pendants to elevate their regular professional persona on screen; all this investment sans the fine jewellery cost. The rise of independent brands was not ignored by the luxury legends. And since then we have witnessed a steady inflow of renowned jewellers in the Demi-Fine jewellery sphere.

The journey of Demi-Fine Jewellery

Demi-fine as a category was popularised primarily by luxury online retailer Net-a-Porter. It introduced a new collection of brands creating a series of affordable, trend-led ornaments using mainly precious metals. According to Euromonitor, while the global jewellery market slumped 18% in 2019-2020, a host of Demi-Fine brands experienced double digit growth.

Brands such as these have been steadily acquiring newer, younger consumers while focusing on their core millennial customer base.  With the pandemic sales boosting their bottom line, a number of Demi-Fine brands are targeting the upmarket universe of fine jewellery, in an effort to serve an as yet untapped base of maturing customers with larger disposable income.

Certain Demi-Fine brands enjoy a strong individualist image, growing worldwide presence, elaborate digital marketing plans, and robust direct-to-consumer channel. They have the potential and equipment to challenge fine jewellery biggest names by attracting young consumers and sustaining their loyalty as their buying power grows.

Demi-Fine to fine: A fine line in between

Launching fine jewellery is often a natural progression for established Demi-Fine brands. Sustaining impressive annual growth over the last few years, some are now launching their first selection of fine jewellery.  They have been in the game for years, know the rules, and have a solid base of customers that grew up with the evolving brands. These consumers are eager for something new and ready to fork out more for the experience.  

The Demi-Fine jewellery brands are far ahead of their legacy counterparts in aligning their values with the global ethos of responsible, ethical and traceable jewellery practises. Another critical aspect that has been playing a winning role for the Demi-Fine brands is their direct-to-consumer operations. They were fundamentally equipped to serve shoppers even during the lockdown, shipping to as many as 200 countries. Reputable Demi-Fine brands have cherished exponential growth during the otherwise bleak months of the pandemic.  

These intelligent players understand that their eclectic clients sometimes want to invest in stunning, forever pieces. The companies are going that extra mile to serve these loyal consumers with collections that incorporate diamond, precious metals, and coloured gemstones.

Affordable pricing, uniqueness, and most importantly, fashionability are driving this new wave of refreshingly different Demi-Fine jewellery labels. Demi-fine brands are aiming to traverse the twin worlds of Demi-Fine and fine jewellery to capture an even bigger slice of the market share. Demi-fine is here to stay for good!

Contact us directly to help create the perfect piece of Demi-Fine jewellery. Call +65 6733 4100, or email bespoke@thejewelbox.com to organise an appointment.

Discover our Demi-Fine Jewellery in our Contemporary Collection.