It's observed that, in recent years, even long before the pandemic, jewelry brands have begun to focus on multi-brand strategy and digital solutions, creating platforms and focusing on their social media presence to address young consumers.

Even though customers still want to visit specialty stores to try on before they buy jewelry, there is an even stronger need for online shopping now.

Brands that aim to engage new-generation consumers and get them interested would have to consider this change. Offering a unique experience that jumps from the offline to the online world is especially important when appealing to them, who are the only future of the entire market.