When It Comes to Gen Z’s Jewels, The Z Stands for Zodiac

By Brittany Siminitz | December 01, 2025

If you ask a jeweler the most popular category among their Gen Z shoppers, chances are you’re going to hear something along the lines of personal expression. The young generation of shoppers is all about charms, initials, symbols—pieces that hold a special meaning.

Our editor-in-chief, Victoria Gomelsky, wrote last April about how designers are taking the zodiac to new heights with their modern new takes. It’s certainly enough to create renewed interest in the ages-old icons, but what exactly is behind Gen Z’s demand for zodiac jewels in particular?

“I’ve always loved the storytelling aspect of jewelry, and zodiac signs are such a personal, expressive way for people to connect to who they are. When I looked at the fine jewelry market, there was a real void when it came to zodiac jewelry that was colorful, especially at the luxury level,” says Emily P. Wheeler, who just recently introduced a zodiac collection (pictured at top). “While I think zodiac-themed jewelry has a universal appeal, Gen Z, in particular, gravitates toward pieces that feel highly personal and expressive—jewelry that reflects their individuality and their mood. They’re also drawn to color, to things that spark joy, and to designs that stand apart. I think this collection will resonate with them because it celebrates identity in a way that’s uplifting, creative, and a little bit magical—a modern twist on a centuries-old concept.”

Harwell Godfrey Cancer pendant — *Knife Edge Zodiac pendant in 18k yellow gold with turquoise, pink sapphires, and diamonds, price on request; Harwell Godfrey*

Otiumberg Sagittarius pendant — *Sagittarius pendant in 9k yellow gold with lab-grown diamonds, £995 ($1,310); Otiumberg*

Ana Katarina Zodiac pendant — *Scorpio charm in 14k yellow gold with 0.07 ct. diamond, $1,725; Ana Katarina*

“I think that it is a political, social shift from organized religion to spirituality,” says Ana-Katarina Vinkler-Petrovic, founder of Ana Katarina. “I think that’s why you see more young women turning to astrology, ancient pagan female-centric religions, meditation, and, spirituality as a way of making sense of their world and understanding themselves on a deeper level.”

Common Era Leo signet ring — *Leo signet ring in 14k yellow gold, $1,190; Common Era*

Onirikka full zodiac medallion — *Full Zodiac medallion in 18k yellow gold with hand-carved agate and diamonds, $3,920; Onirikka*

Talon Pisces pendant — *Mini Zodiac Pisces pendant in 14k yellow gold, $592; Talon Jewelry*

“Gen Z has a deep appreciation for self-expression, authenticity, and identities that move beyond tradition,” says Emily Hirsch of Talon Jewelry, a brand that also recently debuted new zodiacs. “With my zodiac collection, I set out to transform the idea of a classic family crest into something more cosmic and individual—something this generation naturally connects with.”