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The State of Fashion 2026: the jewellery opportunity
Imagem · McKinsey & Company / The Business of FashionThe jewellery chapter explores self-purchase, changing consumer priorities and growth opportunities relative to other fashion categories. The wider report combines consumer and executive research with forecasts; projected growth should be read as an outlook, not a measured result.
What the report says
The jewellery chapter of The State of Fashion 2026 highlights self-expression, self-gifting and interest in lasting value. It discusses the category’s growth outlook; projected sales are not completed sales.
JEWEL DAILY perspective
Our reading: self-purchase calls for a closer understanding of everyday wear. Explain weight, sizing, layering and aftercare alongside emotional meaning so shoppers can imagine the piece in their lives.
Category attention does not guarantee growth for every brand. Use limited launches or content tests to compare real conversion across designs and price bands before expanding a collection. The report is a starting point for questions, not proof of product-market fit.
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