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The Gem | Are earplugs the next jewellery play?

Plus: Fall 2025 jewelry trends spotlight personal expression

Author

Zihan Lyu
August 07, 2025 • Reading Time: 5 minutes

The Gem

This week, here’s what’s happening in the world of jewelry marketing:
- Design-led earplugs emerge as a Gen Z status symbol
- Fall ’25 trends favor DIY mash-ups and bold yellow gold
- Pandora taps Tyla to turn charms into cultural currency

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

  • Why Last Click dramatically undervalues upper-funnel marketing

  • Predictive modeling uncovering up to 80% more revenue potential in Meta

  • How brands found the confidence to reallocate budget and scale new channels

  • How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

Vogue Business reports Gen Z is paying $25-$60 for jewelry-like earplugs from brands such as Loop, reframing hearing protection as a ‘small luxury’. The mash-up of wellness, nightlife and self-expression opens new product territory for jewelry houses willing to blend function with aesthetic storytelling.

CELEBERITY PARTNERSHIP
Pandora and Tyla Debut Summer Charms and Jewelry Inspired by Nature
Grammy winner Tyla stars in a new Pandora campaign (and she rocks all — and we mean all — the charms). New summer capsule and Grammy-winner campaign weaponize “meaningful connections,” offering a celebrity-led playbook for micro-charm upsells.

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.

We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue.

Wednesday, 13 August | 4:30 PM (Day 3)

📍 5 minutes from the venue (details shared upon RSVP confirmation)

⚡QUICK READS

Fall 2025 Jewelry Trends Spotlight Personal Expression: Marie Claire says DIY lockets, personality pearls, and bold yellow gold will dominate social feeds—fertile ground for custom-content campaigns. (More)

Canadian Boutique Launches Made-In-Canada Diamond Line: Montreal’s Château D’Ivoire debuts engagement rings using fully traceable Canadian diamonds, signaling growing consumer appetite for local provenance. (More)

Marbella Club and Daniela Villegas Unveil Nature-Inspired Fine Jewelry: Resort-designer collaboration pairs 18K talismans with onsite creative workshops, modeling experiential luxury that converts guests into storytellers. (More)

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