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Why the Shine Isn’t Fading on Jewellery Sales

With a growing base of customers desiring lasting value and willing to treat themselves, jewellery is set to see its bright moment continue, says the BoF-McKinsey State of Fashion 2026.
Jewellery’s bright moment is set to continue into 2026.
Jewellery's market momentum is set to continue through 2026. (Robert Hradil / Stringer/Getty Images)
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Over the next few years, jewellery is forecast to be the fastest-growing category in fashion by unit sales, growing at nearly four times the rate of clothing. Both costume and fine jewellery are expected to grow similarly, with sales growing between 5.3 and 5.6 percent per year through 2028.

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Further Reading

The State of Fashion 2026: When the Rules Change

The 10th annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals how changes in trade, technology and consumer behaviour will challenge businesses in 2026. Download the full report to understand the 10 themes that will shape the industry and opportunities for growth in the year ahead.

Swarovski’s Strategy for Maintaining Its Shine

Lab-grown diamonds and embracing culture and design trends will be key to the brand maintaining its momentum as jewellery continues to outshine fashion, CEO Alexis Nasard says in the BoF-McKinsey State of Fashion 2026.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

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