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Holiday Diamond Jewelry Trends: Layered Looks, Personalization
This holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
The Retail Smiths Principal Partner Sherry Smith said one way to market trending diamond jewelry is with an email blast showing how to potentially style the pieces. Pictured are diamond tennis bracelets by Dana Rebecca Designs doing just that.
New York—The holiday season is fast approaching, making the diamond jewelry that is sitting in a retailer’s showcase, and being marketed to potential customers, even more important.
Sherry Smith, principal partner at The Retail Smiths, said that diamond jewelry constitutes about 42 percent of a jeweler’s annual sales, so it is important for retailers to have this category nailed down.
The top trends, according to experts, fit into three categories: layering, personalization, and building an everyday wardrobe.
“If you’re thinking, ‘How do I sell the most right through fourth quarter and the holidays?’, think about that everyday wardrobe you would want yourself,” said Smith, though she added to not forget about aspirational pieces.
She said it’s less about buying a piece for a special occasion that only will be worn once a year and more about pieces that can be dressed up or down and layered together.
According to Amanda Gizzi, Jewelers of America’s senior vice president of corporate affairs, layering is still very trendy and makes for perfect gift items, as pieces that fit this category can lean towards classic styles or personalized designs that aren’t truly custom.
The trending diamond jewelry for the holidays includes tennis bracelets and rivière necklaces (also referred to as tennis necklaces), studs and drop earrings, medallions, and pinky rings.
“Why I like all of these trends that we’re talking about is, everything has a little bit of style to it, but at the same time, it doesn’t feel complicated to give a gift of jewelry in this way,” Gizzi said.
Tennis Bracelets and Rivière Necklaces
Sherry Smith, principal partner at The Retail Smiths, said that diamond jewelry constitutes about 42 percent of a jeweler’s annual sales, so it is important for retailers to have this category nailed down.
The top trends, according to experts, fit into three categories: layering, personalization, and building an everyday wardrobe.
“If you’re thinking, ‘How do I sell the most right through fourth quarter and the holidays?’, think about that everyday wardrobe you would want yourself,” said Smith, though she added to not forget about aspirational pieces.
She said it’s less about buying a piece for a special occasion that only will be worn once a year and more about pieces that can be dressed up or down and layered together.
According to Amanda Gizzi, Jewelers of America’s senior vice president of corporate affairs, layering is still very trendy and makes for perfect gift items, as pieces that fit this category can lean towards classic styles or personalized designs that aren’t truly custom.
The trending diamond jewelry for the holidays includes tennis bracelets and rivière necklaces (also referred to as tennis necklaces), studs and drop earrings, medallions, and pinky rings.
“Why I like all of these trends that we’re talking about is, everything has a little bit of style to it, but at the same time, it doesn’t feel complicated to give a gift of jewelry in this way,” Gizzi said.
Tennis Bracelets and Rivière Necklaces
A tennis bracelet from Monica Rich Kosann’s collaboration with tennis legend Chris Evert featuring 2.86 carats of graduated round diamonds in an 18-karat yellow gold bezel setting with a pear-cut diamond suspended from a 0.05-carat emerald ($21,500)
Dana Rebecca Designs’ “Ava Bea” tennis necklace with 0.90 carats of diamonds in 14-karat yellow gold ($5,295)
Tennis jewelry is a classic that makes for the perfect gifts during the holidays because it can easily be styled with other necklaces or bracelets and can be worn casually for an everyday look.
Smith noted that tennis bracelets and rivière necklaces are being marketed everywhere and they are one of the items she sees selling at retail.
These diamond line pieces also are at home in anyone’s jewelry box, as Gizzi said both men and women are wearing rivière necklaces, making it a perfect item to stock.
For an added bit of style, offer a variety of takes on the design, such as variations in diamond cuts (e.g., pears instead of round diamonds) and diamond sizes, or a mix of diamond shapes (e.g., one tennis bracelet featuring both ovals and baguettes).
Dana Gordon’s brand Dana Rebecca Designs has both wholesale accounts and a direct-to-consumer (DTC) e-commerce site.
On the wholesale side, she notes that rivière necklaces are still a huge hit, while DTC she has seen a great reaction to the release of her latest tennis bracelets.
These seven new bracelets feature mixed cuts, like half pears and half baguettes, or clasps with motifs like a cross or star.
While the tennis bracelets are only offered in a 2-carat size, Gordon said that she’s had many inquiries for larger sizes since their post-Vegas debut.
“A classic round tennis bracelet—nothing beats that either. No girl has ever said, ‘I don’t want a tennis bracelet,’ … It’s a matter of which size can you afford,” Gordon said.
“Every girl wants it. That and a diamond stud.”
Studs and Drop Earrings
“A classic round tennis bracelet—nothing beats that either. No girl has ever said, ‘I don’t want a tennis bracelet,’ … It’s a matter of which size can you afford,” Gordon said.
“Every girl wants it. That and a diamond stud.”
Studs and Drop Earrings
A 14-karat yellow gold pair of Gabriel & Co. bezel studs with diamond pavé ($1,650)
Jade Ruzzo’s “Diana” shoulder dusters in 18-karat yellow gold with diamonds ($26,800)
HOWL’s “Lennox” drop earrings with 3.30 carats of round diamonds in 18-karat yellow gold (price upon request)
Diamond studs have been prevalent in Smith’s sales data from retailers of all sizes. She said despite the decline in sales of diamond studs since their surge during COVID, the wardrobe staple is always among retailers’ top SKUs.
“We’ve sold diamond studs consistently for 20 years,” Gordon said. “Every girl wants a pair of diamonds studs, and that’s always been on their wish list.”
Over the last three to four years, she has seen emerald-cut diamond studs become popular for her brand along with bezel settings.
Smith also noted emerald cuts, along with pears and bezel settings, trending amongst all diamond jewelry styles.
However, she also said that when it comes to diamond studs, lab-grown diamonds are gaining traction over natural.
Gizzi added marquises to the list of trending fancy shapes, and she predicted that the princess cut will make a comeback.
“It’s the natural evolution of a trend cycle. It was so popular for so long, it faded away, and now it’s making a comeback whether it’s diamond studs or even in line bracelets,” Gizzi said.
“It can be turned on its side … there’s a little bit of flexibility with the princess shape, and because they are less popular they seem to be in good price points.”
Another earring style that is more on the trendy side than a classic pair of diamond studs are drop earrings.
Gizzi is seeing longer drop styles coming back. Think shoulder dusters, earrings with fringe, or even ear cuffs with diamonds dripping down.
These fit into more of a bolder look, which Gordon has been seeing.
Her wholesale accounts specifically are gravitating toward the bolder earrings in her line.
Overall, both classic diamond studs and bolder drop earrings can be layered together in a curated ear stack and fit into the wearable everyday category.
Medallions
Dana Rebecca Designs’ “Cynthia Rose” initial charm in 14-karat yellow gold with 0.26 carats of diamonds ($990)
Lionheart’s “Serenity” amulet charm featuring 2.50 carats of diamonds in 18-karat yellow gold ($14,500)
Foundrae’s medium “Wholeness” medallion in 18-karat yellow gold with diamond pavé ($5,200)
Medallions and charms are a trend that continues to have staying power.
They are perfect to have in the showcases during the holidays because they make for personal gifts that don’t have to be completely custom.
Plus, they can be easily layered on multiple necklaces, all strung on one, and can be swapped among different chains.
Gizzi highlighted statement medallion-style pendants that are larger in scale. Gordon also said that bold and chunky yellow gold is still a hot look.
“The way that people layer in charms tells a story, and I think that is such a beautiful way to tell the history of your jewelry collection or the meaning behind the piece you own,” said Gordon, who added that personalization is huge for the holidays.
These pieces can have hidden meanings or be more obvious—displaying numbers, initials, or engravings—all with diamond pavé accents, of course.
Pinky Rings
Gabriel & Co.’s pinky signet ring in 14-karat yellow gold with a diamond halo ($1,900)
Wyld Box’s micro “Luna” ring featuring 1.50 carats of diamond pavé in 18-karat white gold with a yellow gold band ($8,200)
Pinky rings are another style that is trending and makes for great holiday offerings, as they are stackable, can be personalized, and can be worn every day.
According to Gordon, pinky rings are a style that retailers should stock.
However, the tricky part of the pinky trend for the holidays is that the buyer needs to know the correct ring size.
How to Market These Trends for the Holidays
Dana Rebecca Designs’ marketing campaigns show customers how to style the pieces the brand is selling, like these stacks that feature rivière necklaces layered with initial charms and a diamond lariat.
Placing these styles in the showcase is only the first hurdle of the holiday season. Retailers must also think about their marketing.
“Don’t be afraid to email because you have to stay top of mind. You’re competing with every other company and brand for that disposable dollar,” Smith said.
“If you don’t stay top of mind, then you’re going to lose.”
Her most important marketing tip is to reach out to clients with text and email blasts.
Each message should be a gift to clients. They should gain something from opening the email—not just read a message saying “come visit me”—and styling is a great way to do that.
Think along the lines of, “this is how to jazz up your wardrobe this fall.”
Then, show how to style the trending diamond pieces and make it easy for them.
Retailers also should make sure they have a strong digital presence because answer engine optimization, or AEO, is replacing SEO.
As more people ask AI for recommendations on where to shop, retailers want their store to be the answer they are given and the way to do that is by having a strong digital presence.
Smith recommended retailers make sure they are getting reviews and writing blogs in which they establish themselves as an expert in their area.
Another tip is clienteling said Smith, meaning jewelers must have their team ready to put out the VIP treatment to drive repeat business.
Smith’s latest National Jeweler column, “Stop Waiting for December to Save Your Christmas,” also includes an exercise she recommends for retailers that involves honestly reviewing their December 2025 performance.
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