Trends vs. Timeless design: A Conscious Choice

15 July 2025 | Meranni Jewellery ApS

• Focus on sustainability
• Design
• Fashion & accessories
• Jewellery & watches

downloadFor editorial use only

The market for sustainable jewellery is growing rapidly. In 2024, the global market grew by 8.9% and is expected to reach nearly USD 98 billion by 2032. This tells us one thing: consumers are increasingly seeking jewellery that not only looks good – but also lasts, both in quality and in expression. (Business Research Insights, 2024).

At MERANNI, we see this as a vital development. Jewellery is no longer just decoration – it’s increasingly being viewed through the lens of durability and sustainability.
According to Euromonitor (2024), many brands are tempted by short product lifecycles and frequent launches to keep consumers engaged. While large parts of the jewellery industry are still driven by fast trend cycles, the direction is changing. We're seeing more innovation and greater focus on sustainable materials, ethics, and responsibility. The world of jewellery is rich in culture, innovation, and design heritage. It’s important to preserve that spirit of creativity while avoiding design that chase trends.

Our jewellery is crafted from 100% recycled 925 sterling silver and coated in 18k gold vermeil – a French technique where the gold layer is five times thicker than standard gold plating. The result is a beautiful finish with long-lasting durability and high resistance to wear. We also use only the highest quality zirconia stones. Our customers often tell us how their jewellery still looks brand new after months of daily wear – even through workouts and showers.

At the same time, we aim to inspire a slower approach to consumption. A piece of jewellery shouldn’t just follow a trend – it should follow you. At your pace, in your moments. When our customers choose a MERANNI piece, they’re choosing a design that can be mixed and matched across seasons and styles. A piece that adds and means something special to your everyday life and the special moments.

A new McKinsey report, cited by the Fondation Haute Horlogerie, states:
“This is also true of fine jewellery, where consumers’ expectations of sustainability have radically changed over the past two years, forcing the industry to respond. According to the McKinsey report, by 2025 sustainability-influenced purchases will account for 20% to 30% of global fine jewellery sales (equivalent to between $70 and $110 billion).”

Sustainability and beauty are not opposites – they go hand in hand. At MERANNI, we want to help lead this movement. We’re committed to creating jewellery with lasting beauty, sustainable responsibility, and timeless relevance.