what your address reveals about your accessories style Death, taxes and the appeal pandora ringe of shiny new accessories: these are life's constants.
Only one item on this list is elective, but somehow the acquisitive urge seems to occupy as much mental bandwidth as the more solemn points. That's because no matter the frustrations and disappointments of the everyday, a new necklace (and yes, earrings and bracelets) will always fit. But just what kind of jewellery you dream of depends on a number of factors. There's personality, sure, but geography also has a role to play. It turns out that where you live and shop can influence your buying choices as much as any notion of personal taste. Danish jewellery brand Pandora has 228 shops in the UK, making its sales data a barometer of which styles women buy, where. Though best known for charm bracelets (bracelets and charms accounted for 77 per cent of the brand's UK revenue in 2016, and the category is so important to the brand that Pandora's new crafting facility in Thailand is shaped like a charm bracelet), executives note that different styles tend to find success in different markets. Clockwise from top left: Gold ring, 198, Sophie Breitmeyer; Fallon leather choker, 270, Harvey Nichols; Necklace, 30, Baublebar; pandora full charm bracelet Ruby barbell, 2,102, Maria Tash; Rosantica headband, 145, Net a Porter; Vintage brooch, 135, Susan Caplan; Rose gold bracelet, 195, Monica Vinader; Silver necklace, 256, Apples Figs;Silver charm, 50, Thomas Sabo; Gold rings, from 150, TomFoolery 'We see significant patterns depending on the region,' says Pandora's UK merchanising director, Kate Robinson. 'Our London customers love statement rings and brooches, whereas in the Midlands it's all about necklaces and pendants. If you go into a store in East Anglia, our consumer is big on sparkle,' she adds. Vivienne Westwood jewellery performs best in Edinburgh, while celebrity beloved choker brand Fallon does 'phenomenally well' in Birmingham, Knightsbridge and Manchester. 'The customers in London tend to be a lot more experimental with their jewellery and look to invest in newer, niche brands,' says Kathryn Tan, Harvey Nichols' contemporary accessories buyer. 'The London shopper is led by seasonal trends, while pandora necklace pendants others tend to buy pieces they can wear season after season.' Bangles, from a selection at Dinosaur Designs Jewellery trends that start in London tend to filter outward take stacking rings, which Tan says took off in Knightsbridge and are gradually gaining ground in Manchester and Edinburgh. Other key trends across the stores are chokers, statement earrings (hello, hoops) and any brand with a personalisation element. If you're yet to be convinced by modern pearls ( la Anissa Kermiche), you've still got time Tan expects these, along with stacking earrings, to grow in popularity. Londoners' experimental reputation carries through into the digital realm. Paradoxically it's Londoners who arguably have so many bricks and mortar shopping opportunities who spend the most on jewellery online, ringing up an average order value of 184 per piece, 15 per cent higher than the UK average of 160, according to global fashion search engine Lyst. (Lyst's analysts also note that gold is hot down south, while northern shoppers buy more silver useful intel if you're split on which metal to invest in for your Liverpudlian mother in law's birthday.) Silver necklace, 100, and silver earrings, 70, both Pandora And London drives 54 per cent of sales of fashion jewellery sold through online powerhouse Net a Porter. That said, body jewellery sells best in Leicester, and hair accessories (from Rosantica and Elizabeth and James especially) hold the strongest appeal for Essex shoppers, says Billie Faricy Hyett, Net a Porter's senior buyer for bags and accessories. 'What we're seeing is customers using these styles as more of a statement piece. They aren't separating jewellery from ready to wear and accessories as they were before. Instead, they're wearing cult and on trend pieces with pandora charm deals new season daywear and evening wear.' Regardless of local differences between what sells best for each brand, insiders do agree on one point: as important a distinction as what women buy is how they buy it, or who does the buying.
All signs point to a shift towards self gifting, as opposed to waiting for gifts from loved ones. 'Women are purchasing for themselves more than ever, buying fashion and demi fine jewellery for themselves to wear every day as part of their fashion wardrobe,' says Faricy Hyett. Because DIY is the smart woman's approach to jewellery, too.
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