Jewellery as Storytelling: More Than Just Sparkle
Jewellery has always been more than decoration it’s power, identity, and memory in wearable form. In 2025, this truth rings louder than ever. Across Malaysia and beyond, Gen Z and Millennials are redefining jewellery as a canvas for personal storytelling.
It’s no longer just about following trends it’s about making jewellery your diary, your brand, your vibe.
Emotional Design: Pieces That Feel Personal
The most successful brands in 2025 aren’t just creating jewellery — they’re creating connections.
“The designs that win are the ones that feel like they were made for you,” explains Christy Chan, founder of Hong Kong lifestyle boutique Maison Muguet.
This year’s standouts include:
- Charms & Pendants – From affordable Pandora trinkets to fine creations by Annoushka and Marie Lichtenberg, charms are the perfect way to mark milestones.
- Transformable & Reversible Designs – Pomellato’s Pom Pom Dot rings flip seamlessly between two looks with a hidden rotating mechanism.
Layering & Mixed Metals: Personal Branding in Action
Forget matchy-matchy rules — 2025 is all about layering, stacking and mixing metals.
“There’s something empowering about curating a look that’s unmistakably yours,” says Liew.
Chan adds: “The best jewellery wardrobes look like they’ve been collected over a lifetime, not bought in one afternoon.”
Brands are catching on:
- Chow Sang Sang’s YuYu collection with its fish-scale inspired wavy edges makes layering seamless.
- Pomellato’s stacking rings are engineered for easy mix-and-match styling.
Think of it as personal branding through jewellery no hashtags needed.
Campaigns with Real Stories, Not Just Celebs
It’s not just wearers who are rewriting the rules — brands are too. Gone are the days of faceless luxury ads. Today’s campaigns thrive on authenticity.
- Hearts on Fire’s Inside Stories celebrates unstoppable women like designer Laura Kim and entrepreneur Georgina Wilson.
- Tiffany & Co.’s HardWear campaign highlights love’s transformative strength, fronted by actress Greta Lee.
The message? Jewellery is for real women with real voices.
Sustainability: The New Luxury Standard
Eco-consciousness is no longer a side note — it’s the headline. Gen Z buyers in Malaysia want jewellery that feels good and does good.
Leading the charge:
- Anabela Chan (Hong Kong-born, London-based) transforms fruit and vegetable waste into brightly coloured gemstones with her Fruit Gems collection.
- Major maisons are prioritising recycled metals, lab-grown diamonds, and traceable supply chains.
“Longevity is the new luxury,” notes Liew. “Craftsmanship, symbolism and heritage make pieces feel like modern heirlooms.”
Heritage Revival: A Craving for Craftsmanship
In a digital-first world where AI generates everything from captions to clothes, people are craving the human touch.
- Buccellati’s hand-engraved gold Macri pieces showcase artisanal rigato techniques.
- Goossens and Gripoix are seeing a comeback thanks to their rich heritage.
The result? A rise in modern heirlooms — timeless, artisanal, and deeply personal.
Genderless Glam: Jewellery Without Labels
Gen Z has spoken: jewellery has no gender.
“Clients care less about menswear vs womenswear,” says Chan. “It’s about what makes me feel like me.”
- Tomwood and Louve (Chan’s own line) embrace the genderless ethos.
- Male celebrities are rewriting red carpet rules, rocking brooches, jewellery watches and necklaces.
- Chaumet’s Triomphe ring is designed specifically for men — bold yet regal.
From Boucheron to Qeelin, big names are now showcasing their collections with male models, signalling inclusivity is no longer optional.
