Wild, celebratory looks prove popular this festive season for the noncommittal party crowd choosing to rent jewelry.
With parties and black-tie events filling people’s holiday calendars, this is the season for jewelers that rent out their wares. Contrary to what regular stores are seeing, streamlined, sleek and simple are not the designs of choice for this segment. Instead, renters are opting for big, playful and colorful.
“I would say statement is back, and in a big way,” says Heather Kersten, senior vice president of merchandising at jewelry-rental company Rocksbox. “So anything that’s big and bold, with a lot of shimmer and shine… Color is going to be huge, [particularly] gemstone colors — rich, deep and beautiful, like emeralds and rubies.”
Adriel Darvish agrees. The CEO of jewelry subscription service Switch has found that people tend to be more adventurous with jewelry they aren’t paying for in full. “Obviously, diamonds are classic, but they are becoming a little boring to some people. Rental really allows you to go beyond your comfort zone, try something new, different and exciting, because you know that you’re not going to be married to it. So it makes sense that rental would see a shift toward maximalism.”
Covid-19 is one factor driving the trend. “Part of it is this post-pandemic eagerness after being confined for such a long time — not just physically, but even from a fashion sense…being limited in where they could go, and therefore what they could wear,” explains Darvish. “So it’s almost like making up for lost time.”
The ’80s renaissance is another element in play, he notes — but whereas that decade saw “a lot of hot pink or bright yellow plastic jewelry, now you’re seeing…gemstones like citrine, lapis lazuli, spinel and moonstone, [done] in a more glamorous way.”
Main image: Statement costume earrings available to rent through a Rocksbox jewelry subscription. (Rocksbox)
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