Jewels: Horizon

My research into the Past and Present of Jewels has now led me onto the Horizon of Jewels. The horizon for jewels is very similar to the horizon of theatre, because technology plays a large part in how the subject develops in the future. In terms of ‘the bigger picture’ technology is very important, because it has affected the subject in many ways, for example; it has improved the manufacture of jewels, mining techniques, how they are sold, how they are worn, and the advancements in media also mean that they get more exposure to the public.

Unlike theatre, jewels have not really changed too much over the years. My research shows that the popularity has waxed and waned, but the popularity for the same products is always still there. Jewellery looks to be still popular, with fashion houses releasing collections of jewellery for 2012. (Prada 2011), (Lizzie Fortunato 2011). The fashion catwalks of 2011 have already shown what is going to be on sale on the horizon, and there is definitely popularity in this in the media.

A necklace from the upcoming Lizzie Fortunato Jewels Spring 2012 Collection (Fashionologie 2011)

A Diamond necklace from the Prada Resort 2012 Jewellery Collection (Lisa Niven 2011)

These images above show a selection of jewellery that will be going on sale in the spring of 2012. The amount of catwalks and fashion shows for jewellery demonstrates that there is a continuing popularity for them, and there is even a jewellery show in Birmingham every year (the next one being February 2012) to showcase the latest innovations and designs for jewellery. 

Header from 'The Jewellery Show' Website (The Jewellery Show 2011)

A quote from the website reads:

“All exhibitors in this sector are invited to submit product for one of the catwalk shows, which have been styled by market-leading international trend forecasting service, WGSN. This will ensure that buyers’ fingers are kept firmly on the fashion pulse as they seek out the hottest new products for the seasons ahead”. (Charlotte Cowel 2010)

This quote shows that like me, the jewellery business is also researching what is going to be popular on the horizon in order to keep people buying jewellery.

Another important point for the future is the subject of ‘ethics’. There seems to be a massive popularity in ethical products and practices, mainly due to advancements in news coverage; this lets people in the first world see what life is like for people living in lesser economically developed countries. (George Monbiot, The Guardian, ‘It goes against our nature; but the left has to start asserting its own values’ October 2010) 

Ethical Jewellery - Gold charms on alpaca wool chains. This style of jewellery is set to be more popular on the horizon (Martin Pope 2008)

Much of the jewellery we wear today is produced in 3rd world countries because of the cheap labour – this is also one of the reasons why jewellery is so widely available today. Jewellery designers are now beginning to help these people who make the jewellery to have better lives and this is setting a new standard for future jewellery manufacturing (‘Coco Rocha's jewellery aid’, Aurelia Donaldson, The Independent, November 2011).

This is a video about Coco Rocha and her 'jewellery aid' which helps the victims of human trafficking in Cambodia. Humanitarian and ethical acts like this are becoming more popular.

I think from my research, ethical jewellery is getting more and more exposure in popular media, and it is looking like it is set to become more popular on the horizon. With world news coverage people are becoming more aware of what happens in the world around them, and people with money to spare increasingly feel the need to help them out. The appeal of ethical jewellery is that these people can help out less advantaged people, whilst still buying a product for themselves.

Another subject that is gaining popularity is diamonds. Technological innovations have played, and are to a play a big part in how diamonds are mined and manufactured. This means that they are more available to people, at a cheaper cost; making it more popular with the common public, rather than just the upper classes as it was in the past.

A blue 'Life Gem' (Life Gem 2011)

The price list for red Life Gems, the price justifies the growing popularity. (Life Gem 2011)

An interesting subject of diamonds is the idea of creating a diamond from a loved one’s ashes. However gruesome it may sound, it does have a certain appeal because you will have a lasting memorial of a loved one. This concept is relatively recent, however not on the horizon. I think this is a valid point though because it is a new innovation, with the company ‘Lifegem’ being the very first of it’s kind. There may be popularity about this in the future, even if it already exists, because I think it is the type of thing that people have to get used to and the idea will catch on and grow in popularity.

Diamonds appear to be the most prominent in terms of popularity on the horizon, and I think that they will end up being the main focus of my research for the horizon. 

Diamonds embedded into an Angle Grinder (Hustvedt 2009)

Some of the main appeals of diamonds are that they are a very hard material, and they also have a very high melting point. They are also a very good electrical insulator and incredibly abrasive – which makes them useful for the advancement of technology. (Amethyst Galleries Inc 2011) Diamonds are widely used in an industrial sense because their hardness makes them a very effect abrasive material. Diamond particles are embedded into cutting machinery, which makes them more efficient and precise. (Paul W May, 2011)

A scalpel with diamond which make it sharper (NIMSoffice 2009)

This may not apply too much to the horizon – but diamonds have changed the way we manufacture things, and they can also be used as medical tools (see the scalpel picture). This means that in the bigger picture they have been quite significant, and therefore quite popular.

De Beers - Advert glamorising diamonds, and keeping them popular on the horizon (James Allan News Centre 2009)

I also think that diamonds will continue to be popular on the horizon, because of the advertising campaigns that DeBeers and Tiffany and Co. ran several years ago. This sparked the obsession with diamond engagement rings. It was strategically very clever, and it engraved the idea of ‘needing’ diamonds for an engagement into popular culture. Therefore, people will continue to buy diamond rings, and diamond jewellery for engagements and weddings – continuing the popularity of diamonds. 

Tiffany and Co. Advert for diamond engagement rings 'timeless perfection, forever after' (Dream Irish Wedding 2011)

DeBeers advert - Reinforcing the idea that diamonds are for engagements (DiamondVues 2011)

“In brilliant marketing campaigns, both De Beers and Tiffany and Co . are responsible for establishing the association of diamonds with a wedding engagement and glamour. Now, over a century later, those who can afford it, seek the highest quality diamonds associated with De Beers and Tiffany and Co”. (Abasias 2011)

The Mayan Calendar - Predicting that the world will end on 21st Decemeber 2012 (Mayan Predictions 2011)

The subject of ‘ice’ ties in very easily with climate change, and there is no end to the popularity of this in the media currently, so therefore it should still be in popular media on the horizon. The Kyoto Protocol is going to expire in 2012, and this is “the most important single issue within the field of national climate change politics” (BBC 2011). This was a settlement to reduce greenhouse gases between some of the biggest countries in the world. There has been much interest in this topic in the current media, and so in 2012 there will most likely be a huge popularity in this subject. The Mayan predication that the world will end in 2012 is also gaining popularity in the news and media, and we may see a surge of the popularity of this topic on the horizon. (MayanPredictions 2011)

This is a news article about the Kyoto Protocol, showing that there is an interest in this topic in popular media.

Conclusion 

Once again, like with the theatre topic, technological advancements are playing a big part in the horizon of jewels. It is also apparent that Jewellery is a much more popular subject than just ‘jewels’, it still has a big presence in popular media, and designers are still releasing collections (see images of spring jewellery 2012 collections) for the future, and they most likely will continue to do so in the horizon. Ethical issues are gaining popularity on the horizon, maybe because people have more money to spare, or just maybe because people are more aware of the suffering and exploitation in the world and they want to do something about it. Many jewellery designers are looking to design ethical products, and the popularity is definitely growing. Diamonds will also always be popular, as I have proved by my research. I think that the idea of ‘a diamond ring is forever’ – for an engagement, has become ingrained into our culture now and so the popularity will stay high. Climate change will also play an important part in the horizon. People are becoming more aware of the dangers of our current lifestyle, and so there may be some big changes coming in the next 6 to 12 months.