Editorials
Alpha Jewellery – How Generation Alpha’s Tech-Savvy, Sustainable, and Creative Approach Is Shaping the Future of Luxury
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Credits: Japanese fashion influencer Coco Pink Princess wearing HANKIM co-ord © Hijiri Hamamatsu, Victoria & Albert Museum, London
Generation Alpha is navigating a world where old norms are losing relevance. Facing rising living costs, economic inequalities, and political instability, they are setting their own standards. Their unique connection with technology is driving new hybrid experiences and interfaces. As AI, robotics, biocomputing, and mixed reality advance, they bolster a ‘virtuactual’ perspective. These technologies not only boost human abilities, enabling this group to embrace community and reclaim fulfilment, but also help machines develop advanced sensory and emotional intelligence, shaping their luxury interactions.
Credits: Dreamboule @dreamboule & NAIMAH @naimah.jewels
Sustainability is crucial for Generation Alpha, who aim to minimise environmental impact. Brands that utilise virtual methods to improve sustainability and uphold transparency will appeal to them. This generation’s tech-savviness allows them to interact with luxury innovatively.
Gen Alpha finds the YouTube and TikTok “get ready with me” videos shared by their peers and influencers, featuring their favourite jewellery pieces, particularly engaging. Content that is visually appealing and aspirational drives their aesthetic taste and purchasing choices. For this cohort, jewellery is a vital element of their personal style and lifestyle, driven by the visually appealing content they consume online. In the coming years, creating a flexible market that fits the hyper-personal aesthetic awareness of 8-12-year-old consumers, whose knowledge is influenced by social media, will be a priority for brands. These brands will also need to appeal to their parents, who hold the purchasing power.
Credits: Kelly Xie Fine Jewelry @kellyxiefinejewelry & Eugenio Marongiu aka Katsukokoiso @katsukokoiso.ai
Moreover, AI systems will enable them to design jewellery directly, becoming the creators of their desires and merging digital experiences to life. Consequently, luxury will be heavily influenced by this group, aware of their creative power to shape brands’ values and aesthetics.
Credits: Marla Aaron @marlaaaron
Disillusioned with the idea that consumerism brings happiness, they reject rapid trend cycles in favour of less mainstream products. Thus, creating adaptable multi-use products fits their efficiency preference. Customisable multi-sensory products with sensory interfaces between physical and digital realms, and tailored to individual needs, will also be essential. The therapeutic benefits of tactile experiences, inspired by traditional health and wellness practices, will impact the jewellery industry. Adopting the ‘virtuactual’ era and hyper-versatile, multi-sensory design principles is vital for connecting with this forward-thinking generation.
