New survey reveals uplift in young shoppers buying timeless jewels to mark milestones

New survey reveals uplift in young shoppers buying timeless jewels to mark milestones

Young Britons are increasingly looking for luxury Jewellery and watches that hold sentimental value and tell a unique story, providing a counter-argument to claims that youngsters are behind a growing ‘throwaway fashion’ culture in the UK.

A survey of 2,000 people found that under-25s are the most likely to own a cherished item, which marks a special milestone or memory for them – especially women.

The poll, which was commissioned by national Jewellery retailer Beaverbrooks, shows that women (44%) are almost twice as likely as men (28%) to own a keepsake that is dear to them.

Overall, 39% of millennial consumers have a luxury watch or piece of Jewellery that has a unique story behind it, whether it was given to the brand new to mark an important milestone or as a family heirloom that has been passed between generations.

These new findings come at a time when the UK’s seemingly increasing demand for disposable fashion has been put under the spotlight.

The Government recently unveiled a 25-year environmental plan amid growing concerns that Britain is quickly becoming a ‘throwaway society’ while leading style icons such as Stella McCartney have also highlighted issues surrounding disposable fashion.

However, there’s also a long-held view that although fashion moves in cycles, style is eternal, and this is reflected in Beaverbrooks’ survey results.

Head of luxury brands at Beaverbrooks. Bruce Andrews, shares: “It’s easy to think of family heirlooms and keepsakes as being somewhat passé in 2018, but it’s really encouraging to see such a strong appetite for quality, unique pieces that hold special meaning among the younger generations.

With mobile phones – in particular smartphones – being so prevalent, people don’t necessarily need a watch to keep track of the time anymore. However, these timepieces
do so much more than that. This is certainly reflected in our findings.”

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Disclaimer: This information has been collected through secondary research and TJM Media Pvt Ltd. is not responsible for any errors in the same.


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