The jewellery world once prioritised craftsmanship and permanence. But Gen Z is more attuned to emotion and personal language. So now Gen Z-ers are using jewellery as a projection of a new generational attitude. Here are some of the jewellery brands they are drawn to
Walton Emma
At just 25 years old, Emma Walton feels almost purpose-built for Gen Z. Her inspirations are direct and unapologetic, puddings, ice cream, desserts, and the colours and textures that come with them. She build her audience through Instagram and TikTok, her pieces have been worn by the likes of Dua Lipa, while remaining rooted in London’s traditional Hatton Garden jewellery district.
C Fierce
China-based C Fierce places cute and fierce at the heart of its brand manifesto, directly reflecting Gen Z’s reinterpretation of cuteness. Cartoon animals, Harajuku street references and a hint of rebellion are transformed into highly recognisable items. The brand has gained attention from idols such as Lisa.
Yvmin
Yvmin describes itself as a body ornament laboratory. Titanium, 3D printing, plush materials and even prosthetic jewellery all form part of its creative vocabulary. These pieces are not necessarily designed to be conventionally wearable, but they are deeply intentional, challenging what jewellery can be, and what it can mean.
Mia Gosset
Mia Gosset’s silver jewellery feels intentionally fragmented and imperfect, the pieces resemble artefacts shaped by time and erosion. It comes as little surprise that Rick Owens wears her work, these creations are less concerned with novelty than with imagination.
Tyger Jewellery
Founded in London, Tyger centres its practice on handcraft, customisation and inclusivity. What began in a university dorm room has grown into an all-female team focused on size diversity, gender fluidity and individuality. Rather than chasing mass production, Tyger prioritises made-to-order pieces to reduce waste, positioning jewellery as an object meant to accompany its wearer over time.
