Less is more: Londoners’ jewellery collections higher in value despite buying less

In a brand new nationwide survey1, the data found that one in three (35%) of Londoners now buy jewellery less than once a year. Despite this, a quarter of shoppers proudly admit they spend more on their jewellery than five years ago, signalling an overall shift in the capital’s buying behaviour.

London also saw the highest percentage of shoppers nationwide purchasing jewellery for investment reasons, with more than 1 in 5 (21%) shopping for this reason. What’s more, 45% claim they search for pieces to wear everyday, further cementing the fact that jewellery is no longer a trend-led purchase but instead, a considered spend to last a lifetime. A third of London residents said their preferences had changed to favour simpler, more timeless designs.

Despite the UK jewellery market exceeding £11 billion in 2023/242, today’s shoppers are embracing a “fewer, finer” mindset. A third of Brits have already ditched impulse-driven trend purchases in favour of thoughtful, long-lasting items, revealing that less really is more.

Consumer expert and broadcaster Kate Hardcastle MBE commented on the new report: “Capsule jewellery isn’t about doing without, it’s about doing with care. It’s a sign of maturity, of knowing your own style, and of resisting the noise of throwaway trends. These pieces don’t shout for attention, they sit quietly and confidently on the skin, telling stories only the wearer knows. That’s the new luxury.”

Jewellery becomes part of the daily ritual

The research found that 45% of all Londoners now shop exclusively for jewellery designed to be worn every day. Top choices for capsule collections? Necklaces, earrings and bracelets - timeless staples that transition from day to night.

Today’s younger shoppers aren’t simply accumulating jewellery – they’re curating it. Stephanie Cliffe, Brand Director at Azora, said: “One of the strongest signals from our research is that consumers have moved from impulse to intention. Creating a capsule collection is becoming a symbol of modern style, emotional maturity, and sustainability.”

A quiet rebellion against fast fashion

The rise of capsule jewellery mirrors the cultural exhaustion with fast fashion. 25–34-year-olds buy jewellery nearly four times more often than those aged 65+, yet they favour quality over quantity and versatility over trend.

“Jewellery must now deliver more than beauty,” adds Hardcastle. “In today’s world, it is not about fitting in. It’s about standing out in the most intimate, individual way. As we move through uncertain times, consumers are looking for anchors. Pieces they can trust, hold, wear and love. There’s a return to tactility, to craft, to care, to emotional clarity. And that’s exactly what the new jewellery movement represents. It’s not fast. It’s not fleeting. It’s forever.”

To support consumers in finding their perfect everyday pieces, Azora has launched the ‘fewer, finer’’ quiz, a guided tool to help individuals build their own timeless jewellery capsule.

To explore the Azora capsule collection or take the quiz, visit www.azorajewellery.co.uk