24 Jul 2019
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When Fine Meets Fashion
Accessible Luxury Jewellery
By: Diamond World News Service
Aug 20 2018 6:31PM
Reference: 16597  

For the women of today, jewellery is a strong statement and a way of expressing themselves. While there is an audience for luxury, fine jewellery, there is a slow but steady demand for jewellery that is minimalist with elements of fine jewellery in them and is relatively pocket-friendly. Net-A-Porter smartly coined the term ‘demi-fine’ for this type of jewellery but it also goes by the name semifine or accessible luxury jewellery. The demi-fine category blurs the line between fine jewellery and fashion jewellery, allowing the consumers to afford luxury that is wearable on a daily basis. The wearability factor of course is making this category popular amongst young women across the board. By Kavita Parab

Female self-purchasing is on the rise the last few years. De Beers Group has identified “the selfpurchase trend as one of the clearest opportunities for future growth” in its 2016 Diamond Insight Report. As far as jewellery is concerned, women are moving away from ‘keep it in the safe’ to ‘I can buy my own jewellery’, which has resulted in new jewellery styles and trends and this is the same reason why affordable luxury jewellery has come into existence. So, it is not a surprise why more and more jewellery brands are catering to this category. Accessible luxury jewellery is usually crafted in 9K, 10K, or 14K gold or in sterling silver or with gold plating(known as vermeil). These jewellery pieces also use semi-precious gemstones like moonstone, labradorite, quartz, topaz, lapis lazuli, as well as Swarovski stones. The results are accessible prices, innovative designs and a quality product that can be easily incorporated into one’s everyday looks. Though the trend is also known as semi-fine or affordable or accessible luxury jewellery, we would like to stick to the term demi-fine jewellery.

So, what makes demi-fine popular?
The most important factor for accessible or demi-fine jewellery is its affordability. Talking about the factors that contribute to its popularity, Suhani Parekh, Creative Director, Misho says, “The problem with fine jewellery is that it doesn’t allow for the kind of playful experimentation that costume jewellery does, not to mention the fact that it is expensive. Cheap costume jewellery has a different set of problems; it doesn’t tend to stay in good condition for long and often, once broken or tarnished, it’s next to impossible to fix. There is however a third option, one that fit’s right in the middle of the fashion food chain. Demi-fine jewellery falls under the bracket of ‘affordable luxury’, it’s easy to incorporate into your daily wardrobe, it won’t fall apart like the cheap, street stuff, it’s not seasonal, and you can have it easily fixed or re-polished. If you invest in the right piece, you might just have a heirloom in hand.”

of the factors responsible in pushing the jewellery manufacturers/designers towards finding alternative ways to make jewellery affordable and accessible. Other than this, the trend of wearing minimalist jewellery has also helped in popularizing the trend of accessible luxury jewellery. Jewellery designer Mrinalini Chandra points out that the trend is quite popular in India as well. She says, “Demi-fine jewellery has found a sweet spot amongst consumers since it reflects the sensibilities of the modern fashion forward Indian women. Also, a lot of social influencers like fashion bloggers, celebrities, and stylists are opting for demi- fine jewellery therefore influencing the market.”

It’s not just the average working women but even the likes of Meghan Markle, now the Duchess of Sussex, are fans of demifine jewellery. On her royal visit to Scotland with her then husband-to-be Prince Harry, she was sporting a £45 Missoma Interstellar Ring, made from 18K gold vermeil with a stone inset. She has been spotted wearing the Missoma stackable rings which sums up the style of demi-fine– it’s simple, beautiful and affordable.

Demi-fine caters to the discerning generation of millennials, and this jewellery trend certainly is slowly finding its audience in India as well. Talking about the trend,Pooja Roy Yadav, Founder,Nimai, a multi-artist concept jewellery brand said, “I think the whole concept of demi jewellery is more prominent in the West. In India, we are just waking up to the possibility of wearing jewellery that’s of premium quality and well-made and that is not necessarily fine. We are still taking time in understanding precious, artificial and designer; awareness is at the nascent stage here in the country. The whole category of demi-jewellery, that’s how I would like to call it, is definitely catching up. That’s the reason why brands like Nimai exist. Demi is jewellery that’s designer and premium but it’s not necessarily gold or diamond. It is impeccably polished, well-made jewellery.”

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