A modern spin on a classic

Duvall O’Steen, Yvel’s marketing and communications specialist, says pearls will always have that old-fashioned feel. However, they are becoming more and more fashionable among the younger generation, with newer designs taking that classic quality and adding a unique, updated twist.

“Pearls have a very traditional connotation and yet the designs, the types of pearls, and the way they are being used in fashion have become very modern,” O’Steen explains. “That is the way you get the younger consumer in.”

Longer necklaces are really hot right now, she says, whether it’s strands or a station necklace combining gold and pearls.

“The longer looks are very important and certainly runway-worthy and relevant right now,” O’Steen notes, adding the price point sweet spot for Yvel seems to be in the $1000 to $2500 range.

The way of the white, perfectly round pearl has been pushed to the side for the more obscure and unusually coloured pearl. Last year, Yvel responded to this growing trend with a pastel collection, offering pinks, peaches, and lavenders.

“They have the allure of pearls that has somewhat of a traditional relevance in every woman’s wardrobe. However, they’re new and no one else in your neighbourhood is going to have those colours,” O’Steen explains, adding baroque pearls are also enticing the younger, hipper client.

Brides provide great opportunities for retail jewellers and designers to attract life-long customers, O’Steen says, emphasizing pearls’ association to the big day.

The blushing bride shops around for that strand of pearls for herself or her bridesmaids and may be pleasantly surprised to see what else is available in various collections. It also helps that designers like Chanel have featured the versatility of the pearl in recent runway shows; younger women notice these trends and want to emulate them.

Mixing it up

Combination pieces are currently hot in today’s fashion. Eva Hartling, director of public relations and events for Birks & Mayors, says designers are mixing different coloured pearls with various metals. Bestsellers include pairing sterling silver and pearls.

“I think this is something that is very recent and trendy right now—it’s definitely something that is appealing to a younger crowd,” she explains.

Birks stores across Canada are seeing a variety of age groups being drawn to buying pearls, Hartling notes. As pearls are a classic when it comes to jewellery, the different ways in which they can be worn give them that younger appeal. She says jewellery with diamond accents, Tahitian pearls, and brighter colours like pink, offer a fresher take on a classic look.

“Colour is back in jewellery,” Hartling says. “Coloured gemstones are really popular and we are really seeing that trend with pearls, as well.”

Anita Agrawal, chief operating officer (COO) for Best Bargains, says pearl jewellery these days is less about being ‘dainty and simple,’ and more about making a statement.

“Younger people seek pearls that work as a complement to other textures and metals, often choosing ones that are generally larger in a variety of shapes, sizes, and colours,” Agrawal explains. “The lustre and shine of pearls work well in contrast with other gemstones and even metals like silver. They can be layered with big chains and accented with multi-coloured stones.”

To maximize its reach, Birks not only uses its catalogue as a major marketing tool, but also incorporates pearls into ad campaigns and social media in an attempt to entice the younger consumer who is looking for something traditionally stylish, yet unique.