A price point for everyone

As a timeless piece of jewellery that almost everyone can afford to own, a wide range of price points where pearls are concerned also helps attract the younger buyer.

Hartling says a pair of freshwater pearl earrings at Birks can be purchased for as low as $110, while a freshwater pearl necklace can be scooped up for $350. Prices can soar into the tens of thousands of dollars with Akoya, South Sea, and Tahitian pearls, but now with the sterling silver and leather combinations and the affordability of the authentic freshwater pearl, younger women can afford them, too, she adds.

Peter Stein, president of Toronto pearl distributor, MCD Pearls, says the key is to play up the variety of pearls and their relatively low cost compared to other gems.

“There are so many things that can be done because with pearls—you get a natural product, it is lively, it has interesting colours, it will last, and it’s not that expensive,” he says. “You can come in at any level. So for a jeweller, it should be a very, very good point of sale and an easier sale compared to other jewellery.”

But even though pearl pieces might be easier to sell than some of the more expensive jewellery, Stein says a lack of knowledge about the variety of pearls and their nuances may be resulting in a certain amount of hesitation among retailers to carry them.

“They don’t think it sells,” he explains. “They don’t know about pricing, they don’t understand the fashion side of it”¦ When you look at any magazine today and you see what’s done with pearls, it is phenomenal.”

Hou says the fact freshwater pearls are inexpensive is one of the main reasons they have become so appealing. To capture the younger market, designers should be taking advantage of their affordability.

In post-recession times, purchasing a luxury item is still a decision most don’t take lightly—people want good quality for their dollar. O’Steen says the younger consumer is looking for a style that will last, which is why a traditional or classic element is also important. It’s an investment that needs to stand the test of time.

“They want to be traditional, but they don’t want to look exactly like their mother or grandmother—they all want to be as classic as Coco Chanel, and there are ways to do so that are very fashion-forward,” she adds.

For the boys

According to Pierre Akkelian, president of Canadian Gem in Montreal, younger consumers are turning to pearl jewellery for two reasons. First, it is affordable, and second, designers are creating pieces that enhance the styles of today’s woman. Whether it’s for an office setting or a casual evening out, pearls can be worn for all occasions, even where gentlemen are concerned.

While pearl jewellery for men may not be a given in most stores, more designers are setting their sights on this market, Akkelian notes. A single Tahitian pearl on a leather cord beckons to the water sports enthusiast, for instance. Akkelian says he personally presented one of his company’s Tahitian pearl designs to actor Johnny Depp, who coincidently, was already wearing a long leather necklace adorned with small pearls.

“Globally, there are countries like Spain where pearl jewellery (for men) is very much in fashion, or in Italy, you have a lot men wearing leather bracelets with pearls on them,” Akkelian adds.

It may not yet be as popular in North America, he says, “but it’s coming.”

As a supplier, Stein says retailers have to keep up to date with trends and continue to push the boundaries. A style that may have worked five years ago may not be in vogue today.

“If you are not trying new things and giving people new experiences, you’ll get left behind,” he adds.

Even though pearls have never really gone out of style, the creativity and willingness of designers of late to bring about new fashion trends is sure to offer the younger consumer a classy and chic piece of jewellery that also lets her be confident in her own funky way.

Stacey Escott is a journalist and freelance writer based in Hamilton, Ont. She covers various topics ranging from breaking news to community issues to engaging personal stories. Escott studied journalism at Sheridan College and enjoys expanding her body of work through different writing styles and new and interesting subjects.