Demand for pearl jewelry is growing across markets and demographics, propelling brands to develop creative strategies to differentiate their offerings. Manufacturers, wholesalers, and designers are transforming pearls into contemporary, essential fashion pieces that resonate with consumers of all genders and ages.
Craftsmanship as a Brand Identity
Design and differentiation are key to strong branding. Award-winning jeweler Melanie Georgacopoulos has been reshaping the image of pearls since launching her eponymous brand in 2010. Her contemporary designs elevate pearls to the pinnacle of modern fashion.
“I wanted to change people’s perception of pearls. Over the past decade, my designs have contributed to this transformation,” Georgacopoulos said.
Her collaboration with Tasaki, one of Japan's oldest pearl companies, led to the launch of the M/G Tasaki brand in 2014. This partnership allowed her to explore innovative designs, including using mother-of-pearl, an often-overlooked material.
For her brand’s 10th anniversary in 2020, Georgacopoulos created exclusive designs combining natural clamshell pearls, diamonds, and mother-of-pearl, producing striking results.
Shaping the Market with Signature Designs
Kamoka Pearls, a family-run brand from French Polynesia, focuses on simplicity and the natural beauty of Tahitian pearls. Their emphasis on online retail has garnered a strong global following, especially in the U.S.
Meanwhile, Assael Inc., a 75-year-old New York brand, centers its identity on exclusive, high-quality pearl jewelry. Peggy Grosz, Assael’s senior vice president and creative director, highlights the importance of specialization:
“Our brand focuses on premium pearl jewelry, unlike other categories such as freshwater or commercial-grade pearls. This focus has been instrumental in driving growth.”
Gender-Inclusive and Youth-Oriented Designs
Milamore’s founder, George Inaki Root, brings pearls into the realm of street style and gender-neutral fashion. Using Akoya and South Sea pearls, Root crafts bold yet contemporary designs that appeal to Gen Z consumers.
Root notes, “Younger customers are drawn to playful pearl necklaces, even artificial ones. I aim to transform pearls into bold accessories with a streetwear vibe.”
Similarly, Christianne Douglas of Coleman Douglas Pearls innovates with woven pearl body jewelry. Her male clientele accounts for 15% of her business, including high-profile figures like actor Timothée Chalamet.
Building a Pearl Brand: Insights and Trends
Duvall O’Steen, a consultant from Luxury Brand Group, stresses the importance of uniqueness:
“Your distinct vision for pearls and how you reinterpret them in a modern context are critical to success.”
Signature clasp designs, iconic patterns, or avant-garde aesthetics can define a brand, while comfort and wearability enhance consumer loyalty.
Social media also plays a pivotal role in modern branding. O’Steen explains, “Platforms like Instagram help build followers and provide immediate feedback on new collections. Blogs can convey brand stories and share styling ideas directly with consumers.”