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Diamonds Go Story-Led As Brands Chase Gen Z

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Reading Time: 6 minutes

The Gem

Here's what's happening this week in the world of luxury jewelry marketing:
- Story-led diamonds: Le Lumiere pivots to emotion-first branding.
- Reformation scales sustainable jewelry into a core offering.
- Chopard’s Ice Cube taps celebrity heat to court Gen Z.
- Atelier VM slows to deepen lab-grown, experiential intimacy.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Le Lumiere appointed FCB SHOUT to relaunch with “Every Sparkle Tells a Story,” shifting from product-first to narrative-led positioning and unveiling a refreshed identity ahead of a Q4 brand film. The move targets younger, emotion-driven buyers and reframes diamonds as memory-rich heirlooms. Legacy jewelers and APAC marketers face rising expectations for editorial storytelling and modern visual systems.

Reformation moved from a test capsule to a permanent jewelry category using recycled brass, 18k–24k gold or silver plating, and archival gemstones held by suppliers for 5+ years to ensure traceability. This scales eco-conscious materials into mainstream fashion jewelry and aligns with consumer demand for credible sustainability. Retailers and D2C teams gain a blueprint for lower-impact assortment and sourcing narratives.

Casio’s CRW-001G-9, a full-metal gold-tone ring watch, was spotted in retail databases ahead of an expected autumn 2025 rollout. The finger-worn digital timepiece builds on sell-out demand and brings new premium finishing to a novelty category. Jewelers and watch retailers can test wearable-jewelry convergence for gifting, collaboration, and collector micro-drops.

Chopard unveiled its Haute Joaillerie Ice Cube collection during NYFW, pairing modular designs and 18-carat ethical gold with a Bella Hadid–led campaign. The launch leans into younger-client acquisition and sustainability cues, amplified through a high-touch Manhattan skyline event. Luxury houses chasing Gen Z and HENRYs will note the blend of modularity, ethics, and spectacle.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Chopard’s Ice Cube Targets Younger Luxury Buyers: Chopard launched its Ice Cube high jewelry in NYC with heavy celebrity presence, signaling event-led buzz to court a younger client base and drive cross-channel lift.(More)

Atelier VM Leans Into Intimacy And Lab-Grown: Atelier VM outlined a 2026 consolidation year with intimate, story-rich pieces and selective use of lab-grown diamonds, signaling focus on experiential retail and mindful innovation.(More)

High Jewelry Roundup Elevates Mega-Gem Storytelling: Top maisons spotlight rare stones and advanced materials in new high jewelry drops, reinforcing gemstone-led narratives and investment positioning at the ultra-luxury tier.(More)

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