Pinterest did a weird thing this year: organizing its popular annual gift guide by giftees’ zodiac signs.
While astrology is certainly mainstream, I wouldn’t imagine everyone buying gifts knows the zodiac sign of the person(s) they’re shopping for—I certainly don’t. But, no matter. For jewelers, there’s plenty of insight to be gleaned from the guide, packed with information on the year’s top searches that could prove valuable for your phygital holiday displays and social media promos. Note that all of the global search data referenced below is from the period starting Aug. 17 and ending Sept. 15, and compared year-over-year.
I’ll skip the details regarding which items are tied in with which zodiac signs, but if you’re curious, the gift guide is here.
Pinterest searches for black beaded jewelry were five times higher-year- over year, according to the platform—which even suggests the David Yurman Bijoux bead bracelet as a gift option. Sparkling black beads (or diamonds, onyx, and so on) would make for an elegant and refreshing holiday display, a dramatic alternative to the airy diamonds and bold gemstone colors we so often see.
Searches for a Cartier Tank watch have tripled since this period last year, so for those who have them in store (or with the ability to procure them for your customers), it’s a good option for any must-have items you might be putting together in your marketing.
Chakra health searches doubled this year, and since Pinterest’s gift guide suggests crystals, this is a good opportunity for crystal jewelry to shine. As the new year dawns, promises of self-care and the turning of new leaves are plenty, and something as feel-good as crystals is an excellent tool to include.
Nails were a hot topic among Pinners this year, and searches for moon- inspired nails and grunge Y2K nails experienced huge spikes year-over-year. These trends mirror some of what we see in jewelry, with moon phase jewels and whimsical Y2K styles among some of the year’s most intriguing looks. And, really, what’s a great manicure without the jewels to match?
As pearls become even cooler than we thought they could, we’re not only seeing them in freshly baked jewels, but also in less conventional ways—in the hair being one of them. Searches for hairstyles with pearls increased 17 times since last year, so if you have pearl barrettes or even pins that can play the part of one, now is the time to spotlight them.
Finally, recent searches for unique jewelry displays increased fourfold, and what better time to sell them than during the holidays? As shoppers search for jewelry gifts, a beautiful jewelry box or novelty (but functional) stand might be just the add-on sale they need.
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