Luxury without limits: The rise of demi-fine jewellery through social media technology

Abstract

There has been a shift in the World jewellery market towards demi-fine pieces, which fall somewhere between traditional fine jewellery and affordable fashion accessories. Modern World consumers seeking reasonably priced luxury, expressive style, and ethical sourcing are drawn to demi-fine jewellery, which mostly features gold vermeil, sterling silver, and semiprecious stones. The trend is being driven by millennials and Gen Z, who desire design-oriented, multipurpose products that can be purchased online. Low category knowledge, customer distrust, pricing perception issues, and challenges with both online and offline retail presence are still big challenges in the business. In order to overcome these challenges, social media marketing technologies are a key instrument. Thanks to social media’s hyper-personalized outreach, influencer marketing and direct-to-consumer engagement capabilities, demi-fine brands are able to build trust, educate consumers, and successfully expand their market presence. A possible new frontier for retail jewellery sales could be demi-fine diamonds, according to the study’s investigation into how the internet revolution is altering luxury spending in the World.