A sketch of a necklace costs about $250, he says. It’s a small price to pay and a tactic that’s not uncommon, considering the time and energy that goes into designing a line of jewellery from scratch. Azadian was careful, though, to pick out designs that complemented his own and could stand up price point-wise to the competition, he tells Jewellery Business from his booth at CJ Expos”“Toronto.
Held in August, the Toronto event kicked off the Canadian summer show season, followed closely by CJ Expos”“Edmonton and Expo Prestige in Montreal. The events gave Canadian retailers their last chance to stock up on the latest styles, including Great Gatsby-type pieces, which could easily be spotted amongst several exhibitors. (For a full report on The Great Gatsby’s influence on jewellery, see the story What’s old is new again: The Great Gatsby effect.)
Sam Mehrotra, president of New York Jewels, says the trend toward art deco pieces, whether originals or inspired by the Roaring Twenties, tends to surge when the economy dips and consumers lean toward classic jewellery.
“People fall back on designs they can easily justify spending money on or can pass down as heirlooms,” he says. “Price points are higher for art deco-type jewellery because of the labour, as well as the quality of stones and the fact they are cut to fit the piece’s shape.”
Other noteworthy trends included micropavé hoops, gemstone-set butterfly and dragonfly brooches, long necklaces sprinkled with faceted gemstones, vermeil jewellery, and silver and cubic zirconia rings. In the bridal category, technology seemed to take a front seat this year, as manufacturers try to carve out a niche in this highly competitive market.
Rocky Wong, chief executive officer (CEO) of BK Jewellery, says incorporating proprietary laser diamond-cut groves around a centre stone blings up a design without the use of diamonds. They also help boost diamond refraction.
“People wear diamond rings because they want something brilliant,” Wong says. “More brilliance is better.”
The use of pink gold in bridal also looks to be a growing trend. While he says white gold accounts for 70 per cent of the market, Wong adds that 25 per cent of his sales are for blushed-coloured engagement rings and bands.
“Pink gold in bridal won’t surpass white, but it’s definitely increasing. It’s more eye-catching [than yellow gold].”
This season, retailers seemed keen to pick up diamond and gemstone slice jewellery, notes Vince Mongia, co-owner of AVS Group, which exhibited at both CJ Expos”“Edmonton and Expo Prestige.”Slices are getting more traction in Canada because of their bold look,” he says. “All diamonds are unique, but with slices, you’re never going to get another one just like it. They are one-of-a-kind, and the jewellery is designed around the stone, rather than the stone being cut to the product.”
Anita Agrawal of Jewels by Anita says consumers are not shying away from buying jewellery. However, they are also being very careful about their purchases, which means retailers are becoming more aware of how they can cater to their clients.
