• A recent research report by Grand View concluded that the global jewelry market is estimated to reach a worth of 480.5 billion dollars by 2025 with a CAGR (Compound Annual Growth Rate) of 8.1% between 2015 - 2025.
  • All is not gold that glitters: Anne Zivi points out that diamonds outperformed gold in recent years, as she announces the launch of a new luxury jewelry brand

Consumer trends can sometimes surprise to the upside, especially for luxury segments:

Model and Actress Anne Zivi shows that businesses that have an in-depth understanding of special segments, can thrive during challenging times by exploiting consumer trends and the unique behavior of the luxury segment at times when ordinary consumer items face challanges. Due to lockdown restrictions, there is surplus money that used to be spent on luxurious holidays and entertainment. Trends suggest that this money is now being used to buy other luxury items - including diamonds which can now be purchased online to a larger extent, and jewelry which is easy to purchase online and ship without hassle.

Another trend that will greatly impact the online jewelry market is social media marketing. On Instagram, it is reported that 90% of accounts follow at least one business and 83% of users tend to find new products and services when using the platform. In fact, there are 500,000 active influencers on Instagram and they have incredible sway when it comes to promoting goods and services.

Online Diamond Industry Trends

The diamond industry is seeing a significant shift in the e-commerce direction. In 2021, it is projected that e-commerce sales will be valued at $4.8 trillion, and online sales of diamonds themselves have nearly doubled to almost 20% of total sales. Many online startup companies and small businesses have seen a high spike in sales, due to the fact that consumers have had to resort to shopping online. In fact, according to Nasdaq, it is predicted that 95% of retail purchases will be made online by 2040.

Anne Zivi
Anne Zivi Anne Zivi

One important trend that is also affecting the market is that it is becoming increasingly acceptable for both men and women to wear jewelry. The fact that jewelry is a status symbol has also propelled the market. In accordance with this shift in consumer activity, Anne Zivi has recently launched her own brand called Fantasy Jewelry, which has already become popular online and is worn by celebrities and influencers. The luxurious designer collection is tailored for both men and women, and features over 925 high quality silver jewelries that come as necklaces, watches, bracelets and rings.

The young entrepreneur is no novice when it comes to modelling for well-known fashion brands like Twenty Six, Sloggi and 69Slam, furthermore, she is well-aware of the importance of remaining on top of popular trends, which gives her an upper hand when selling her own line of online Fantasy Jewelry products.

The idea originated in 2018 when the public figure felt inspired to launch a jewelry brand because she has a keen eye for premium fashion products. It wasn’t until recently that the brand became widely known, and is part of the uprising amongst the popularity of jewelry e-commerce stores that is now advertised everywhere online, especially on social media platforms such as instagram.

The spokesmodel understands that the jewelry market is a competitive one, but has seen a great success for Fantasy Jewelry. Anne stressed that “It has become easier for people like myself to make our ideas come to life. This brand represents who I am and what I am passionate about.”

Investors’ view on the industry and diamonds as a commodity:

A picture says it all as analysts are quite bullish on diamonds as a commodity. The chart below shows how diamonds outperformed gold in recent years:

Zivi suggests social media platforms are crucial to a modern business model:

Seeing as Instagram is well-aware of its business potential, it has launched a new feature which has a section of products tailored to the user's preferences. With more than 1 billion users who are predominantly Millennials and Generation Z, business owners are able to target the 67% of users who are on the app daily and between the ages of 18 to 34.

As an IDC ( The Interdisciplinary Center Herzliya) graduate with a Masters in Communication and experience in online marketing, the 26 year old influencer knows how to promote brands as both a model and business owner, “It is something that interests me greatly which is why I use instagram to showcase my products. I don’t have the traditional body type of a model, but I have proven that anyone can be a model if they really work for it,” she says.

Considering the extraordinary impact that social media marketing can have on the success of a business, Anne has utilized the Instgaram platform in order to promote and expand her business. Using Instagram's shopping checkout capability, followers are able to make a direct purchase through her page.

Anne has been seen as a positive influence for her fans, because she is promoting body positivity through her content. With regular posts on Instagram her fans get to see her daily routine of eating healthy, exercising, and promoting her beliefs. This has allowed her to establish relationships with her followers which has a large impact on their likelihood of supporting her business.

Zivi Talks About Upcoming Business Projects

The fashion model is planning on launching her own cosmetic brand in the next few months, which will be launched in Israel. She has kept information under wraps for now, but will be releasing the name and product line very soon.

Final take

The multitude of psychological reasons why people invest in diamonds, coupled with the eternal appeal of the precious metal shows why brands like Tiffany could easily beat expectations. It is now for influencers and social selling experts like Zivi to show how this industry can be further disrupted on a global scale.