Experts at Pandora UK weigh in on ‘Ins and Outs’ TikTok trend to predict 2024’s jewellery must-haves
With a staggering 67.3 million views, the ‘Ins and Outs for 2024’ TikTok trend is going viral right now, with users predicting which jewellery trends will take centre stage this year, along with the ones they’re leaving behind.
Analysing the TikTok predictions, Pandora UK found silver tones and jewellery charms are expected to dominate in 2024, while users were keen to say goodbye to ‘Mermaidcore’ and the rules around not mixing metals.
To help you find out more about this year’s ‘Ins and Outs’, jewellery expert Emma Fox from Pandora UK, gives her take on the trends that TikTok users can’t get enough of.
In for 2024
- Silver jewellery
“Silver jewellery is having a huge resurgence and we’ve already seen this on the AW 23 runways and on the red carpet in 2024. Silver necklaces and drop earrings dominated the Golden Globes earlier this month, with statement pieces also being a noticeable trend.
“Although the choice of metal comes down to personal preference, this year we can expect to see bold silver jewellery taking over, with large statement earrings, silver chain necklaces, bracelets and cuff bracelets making a comeback.
Notably, our data reveals an increase in demand for silver jewellery as searches for ‘silver rings’ were up by 264% between October 2023 and January 2024.”
- Charm bracelets and necklaces
“In 2024, there is a rising trend of charm jewellery including bracelets and necklaces. Charm bracelets are the latest addition to the personalised jewellery trend that we’ve seen dominating the fashion landscape over the last few years.
“Portraying a sense of identity is important for consumers, it’s a way of showing personality and there’s no better way to do that than a collection of charms that represent you. Charms promote individuality and allow the wearer to express themselves whether it’s a birthstone, an astrological sign, or a personal symbol. Charm jewellery is designed specifically for you so it has a huge sense of self-expression and we can expect to see a whole lot more of this in 2024.”
- Heart-shaped jewellery
“Heart-shaped jewellery including rings, necklaces and earrings is no doubt timeless, symbolising something everyone can relate to – love. However, we’ve noticed a surge in interest for heart shaped jewellery, especially with the reappearance of Y2K fashion.
“Our data reveals a 66% increase in on-site searches for heart shaped rings between September and November 2023, indicating a heightened interest in this romantic and symbolic centre stone choice as we head into 2024.”
Approaching Valentine’s Day, there’s a more unique trend emerging with Pandora’s Black Chakra Heart Ring, available at £45. Beyond its distinct stone, its daring black hue adds an intriguing twist to the usual romantic red associated with the season of love.
- Lab-grown diamonds
“Diamonds are forever and 2024 is no exception. Similarly to silver, diamonds were a favourite amongst A-listers at the Golden Globes earlier this month. Margot Robbie dazzled in a pair of enormous diamond studs, whilst Taylor Swift opted for shoulder-sweeping diamond drop earrings. Julianne Moore was also spotted wearing Pandora lab-grown diamonds at the Governors Awards in Hollywood in early January.
“However, they aren’t just for special occasions, and in 2024, we’re likely to see consumers opting for staple pieces that can be worn day to night and that they can keep for years to come.
“Lab-grown diamonds have been gaining popularity amongst consumers over recent years due to ethical and environmental considerations, cost-effectiveness and the ability to customise. Sales of our lab-grown diamonds increased by a huge 83% in 2023, with numbers expected to continue to rise. ”
- Mixed metals
“It’s not uncommon for jewellery lovers to only wear either silver or gold, but 2024 is going to shake up this narrative, as mixed metal jewellery is set to dominate. While there used to be a traditional rule that discouraged mixing metals, modern fashion embraces the idea of combining different metals to achieve a more eclectic and personalised style. This year we can expect to see the rules being broken and people opting for self expression and personal style rather than tradition.”
Outs for 2024
- Not buying into micro-trends
“In 2024, we’re going to see people opting for staple, timeless, and classic jewellery options that can be kept and treasured for years to come.
“Consumers are making more considered purchases which offer longevity and versatility rather than short-lived trends as there is a rising awareness of cost-effectiveness and ethical considerations.
“Micro-trends are usually small, niche trends that arise from social media or the influence of subcultures. This year consumers will be buying into timeless trends that instead have widespread and long lasting impact.”
- Neglecting existing pieces
“In 2024, consumers are shifting away from micro-trends and toward creating a capsule jewellery collection. We expect to see jewellery lovers taking extra care with their pieces, with the idea that they are purchased to last a lifetime.
“The best way to keep your jewellery in perfect condition is an annual service with a professional jeweller. These are the best people for the job to give it a professional, safe clean and they’ll also check the stone settings to make sure nothing is loose or at risk of falling out.
“However, if you’re in need of a quick on the spot fix, the safest hack to clean up a dirty piece of jewellery is to place it in lukewarm water with some washing-up liquid and leave to soak. If you have a new, soft bristle brush then gently brush over your jewellery focusing on any nooks and crannies and only rinse with warm water.”
- Mermaidcore
“Mermaidcore was a huge trend in 2023, with pearls, shells, and aquatic colours reigning supreme.Whilst pearls are still looking to be big for 2024, there’s been a shift away from the mermaid aesthetic to make way for new trends, such as florals.
“Large roses were a notable trend on the catwalks for SS24, with three-dimensional styles set to dominate the spring and summer fashion landscape. Despite changing fashion trends, florals have proven to be timeless. They allow for individual expression of style and taste and can often carry symbolic meaning which we know is something that is important for consumers going into 2024.”
- Minimalism
“For many, jewellery is about making a statement and representing your personality so we can expect to see consumers opting for bolder, statement pieces rather than simplicity and minimalism. We’ve already seen from the SS24 catwalks that large earrings, bold bracelets and chokers are deemed to be big this year.
“Whilst jewellery choices are subjective and tastes can vary, a lot of the trends we are expecting to see in 2024 are based around self-expression and individuality meaning fun, colourful and maximalist pieces will be popular.”
- Keeping with tradition
“As fashion evolves, the demand for unique, statement pieces becomes more prevalent. Consumers want to stand out from the crowd and push boundaries meaning conventional and traditional items of jewellery take a backseat.
“Trends we can expect to see in 2024, such as mixed metals and heart-shaped rings, challenge the norms and give the consumer that sense of individuality. Engagement rings are no exception to this as we can expect to see rings with unique characteristics, such as colourful gemstones and birthstones, turning heads this year.”
