Summertime Trends
The heat of the summer months ensures that people will dress in less, including lighter weight fine jewelry. When the temperatures rise, nobody wants to be weighed down, which is why sea-inspired gemstone hues and delicate yellow gold chains that complement bronzed skin tones.
Lali Jewels
That’s why Brevani’s Allison Peck, director of operations, sells dainty, layerable looks in summer—“because of the heat,” she says. “I don’t want to be walking around in 80-plus degree weather wearing a heavy gold chain that is going to stick to me once I start sweating,” she continues. “Light and airy is absolutely more comfortable!”
For metal type, many think silver for summer, but those styles tend to be chunkier than gold. When choosing gold jewelry, makers say that many shoppers go for yellow as opposed to white, so styles are not confused with sterling. “When someone spends money on a gold piece, they want it to look like gold,” adds Peck.
Perilynn Glasner, design and marketing director for Lali Jewels, has finer and daintier chains and pastel colors of gemstones to accommodate summer-minded shoppers. Of the latter, think aquamarine and blue topaz “because they match the beautiful hues of the ocean,” she says.
It’s a similar tale at Brevani—“Blue topaz has that summery vibe,” says Peck—and Shefi Diamonds, whose sales of blue topaz are strong for summer. “The ocean is where everyone wants to be in summertime,” adds Peck.
Chatham, meanwhile, has a more exotic blue option: lab-grown Paraíba-color spinel. “It’s a striking color that takes your mind straight to the Mediterranean waters, says Monica McDaniel, vice president, marketing, Chatham. “Like the highly desirable Paraíba tourmaline, this hue displays a richly saturated seafoam color.”
Chatham
Other pastel shades like amethyst, peridot, white sapphire, white pearls, and rose quartz are also ideal for summer wardrobes.
“Any of the lighter color stones do well,” confirms Sam Hupp, vice president of sales and marketing for Paris 1901, a division of Prime Art & Jewel. “Seeing a multi-stone demi-fine bracelet in the summer is very common. Even earrings with multi-stone looks do well. Both tend to give a casual vibe that people embrace.”
Another color consideration? Tonal looks such as blue and purple. “These bring a nice, updated palette to the gemstone category,” explains Jessica Zerega, merchandising director, Goldstar Jewellery.
To no one’s surprise, beachy motifs sell well not just in cruise and resort areas but nationwide and year-round because of what they call to mind—vacation. From sea horses to seashells, flip flops, and more, there’s a symbol that will speak to every fan of summer. To wit, Shefi Diamonds’ Oceanity collection is “a beach lover’s paradise,” says Surbhi Jain, marketing director. Among its best sellers? Starfish and palm trees—“perfect for embracing the seaside spirit,” she says.
ODI / Original Designs
Non-water-inspired themes like flowers, butterflies, and the sun are also desirable classics for warm-weather wear.
“Summer brings sunny skies and warm nights!” says McDaniel. “That is why our Celestial Collection, comprising stars, the sun, and moon, are some of the most popular pieces during the summer months. Our 14k yellow gold sun pendant featuring lab-grown diamonds is dainty and feminine, the ideal motif to enhance any summer look.”
And while light and easy is the seasonal mantra from June through August, this doesn’t mean that layered looks are off the table; layers are fine with appropriate styles and body placements.
For example, multiple ear piercings are super popular and won’t weigh anyone down. Suggest this trio to clients—a stud earring, a delicate huggie, and a larger chunkier hoop earring, a threesome that “creates a nice balanced look,” observes Zerega.
Additionally, crop tops, capri pants, and sandals reveal more opportunities for bedazzled sections of the body in the form of anklets, toe rings, belly chains, and belly button rings. Bracelets and light pendants, too, are options, but rings are a harder summer sell. Why? Sunscreen application says Hupp.
Shefi Diamonds
“Often someone will have to remove the rings to apply, where with a pendant, bracelet, or anklet, they wouldn’t have to,” he says. “During summer months, most people want something that’s light, clean, and casual to wear on vacation.”
Summer jewels often become travel jewels, asserts Heather Brown, vice president of content and editorial for The Kingswood Company. She urges merchants to offer portable jewelry cleaning options such as wipes or a solution in a compact stick form. These, she maintains, “are easy to tuck into luggage or a purse to keep summer jewelry sparkling on the go.”