In the realm of fashion jewelry, sustainability trends are reshaping the industry landscape, but they are not driven by growing consumer awareness and demand for ethically sourced and eco-friendly products alone. While today’s shopper, in particular Gen Z, is very conscious and gives loyalty to the brands that most align with their values, we are also seeing more and more designers embrace ethical production and traditional business practices of generations past. This does not feel like a reactive response to the modern consumer, but rather the model driving the force.
As I was creating my brand, NASHROW, an e-commerce fashion and demi-fine jewelry boutique focusing on unique, bold, statement pieces, it was very important to me when curating my initial launch collection that the designers I featured had strong purpose and a socially conscious element in their mission. Examples of practices my designers embrace are small batch and minimal waste production, sourcing materials within their local region, ensuring the gold, gemstones, and other materials used are sourced ethically by workers paid a fair wage, and partnering with local indigenous tribes for design, materials, and labor collaboration, uplifting those communities. Other popular trends I’m excited to see are brands using upcycled materials, recycled metals, glass, or stones, and the surge of vintage jewelry sales.
These practices are empowering more unique design elements, and more quality, meticulously crafted pieces from brands. As the consumer is embracing designers that keep sustainability at the forefront, trends such as small batch production and the increase of vintage jewelry sales indicates the consumer is hungry for a more differentiated look. Sustainability practices in the jewelry industry are driving exclusivity, enticing customers to shift their style aesthetic by boldly standing out and creating their own style, rather than fitting in.
NASHROW is catering to this consumer desire by seeking out designers embracing these practices and offering a meticulously curated collection in small quantities. We created the brand for the style trailblazers, beat drummers, makers and ground shakers. We are creating a community where all are invited to feel empowered and live freely, writing their own self expression story.
