My jewellery month of July: Finding yourself in difficult economic times

The jewelry month of July felt very quiet, but I think that's deceptive. Things are simmering in the background, and despite all efforts to approach the situation with good humor and optimism, uncertainty always lingers. How can one deal with this? I'll try to pick out a few examples that could serve as an anchor or point the way.

Diamonds are a constant topic: Bye bye lab-grown?

The top performer of my articles in July was—once again—dedicated to the topic of diamonds. More specifically, the potential shift away from lab-grown diamonds. It's a perennial topic, of course, and in truth, I could probably devote each monthly review solely to the market battle between synthetic and natural diamonds. 

Click here for the article: https://insight-luxury.com/2025/07/03/schmucktrend-in-den-usa-abkehr-von-diamanten/

I can't prove it, but after my many conversations with industry insiders, I interpret the strong response to the article as follows: Readers of this article pounced on the information in the hope that it was true—that the trend for lab-grown diamonds was finally over and they were disappearing into the abyss of irrelevance. 

For those who haven't read it and don't want to: The article essentially states that at the JCL Show in Las Vegas, there was generally less diamond jewelry. Instead, there was more high-quality gold jewelry without gemstones. 

This may be a local or temporary phenomenon. But perhaps it's also an indication of how things might develop in general. After all, that's exactly how trends emerge. Anyone who wants to implement this solution for themselves and finds it useful has nothing to stop them. 

The desire for control and predictability

So why gold jewelry and no longer diamonds? Because gold has always been considered a stable and reliable investment. The price of gold has risen enormously, breaking one price record after another. But gold is not new, gold is not disruptive like lab-grown diamonds. Gold is safe, gold is loyal. And we prefer upward price changes to downward price changes, as with synthetic diamonds, which now cost a tenth of what they cost since their market entry. 

Anyone who completely avoids diamonds in their jewelry design doesn't have to risk facing uncomfortable questions from customers. This obstacle, this hurdle to buying or selling, is eliminated immediately. It's not a bad thing. The market adapts; the show must go on.

But it's difficult to find a safe haven amidst all the economic and worldly turmoil. US President Trump's new tariffs – 35 percent for Switzerland and 25 percent for India – are a heavy burden for the watch and jewelry industry and will, albeit with a time lag, have some impact on us as well. The mutual and international dependence of supply chains often only becomes apparent through severe economic disruptions – a prime example of this is the coronavirus pandemic.

Unfortunately, we have to expect that the tariffs could have a similar impact on our many international trading partners. I therefore interpret the perceived calm in the jewelry industry as a wait-and-see approach. It's better to do nothing. But is this the right approach?

Strengthen and maintain brand identity

In this economic context, I am impressed by stories like those from noën Jewellery, Binder Jewellery, and Wempe – to stay with the articles from July. 

Story 1: noën lives its identity as a brand that cultivates true sustainability, environmental protection, and humaneness with pride, conviction, and self-confidence – and does so throughout its entire supply chain. This makes the jewelry valuable in several ways. The brand may not seem as well-known and glamorous as many other, larger luxury labels. But what matters is how people talk about you when you're not there to listen. 

Sometimes it's recommendations that lead me to certain people or brands, and I'm always happy when I can confirm the positive impression myself. I believe that good things prevail in the long run.

Click here for the article: https://insight-luxury.com/2025/07/30/noen-jewellery-schoenheit-mit-verantwortung/

Story 2: Jeweler Wempe has introduced its own diamond jewelry brand, Wempe 137. The general news article is soon followed by an interview with Chief Marketing Manager Marko Jünemann, who gave me deep insights into the brand's origins. Here, too, I detect enthusiasm, conviction, values, and commitment, which paint a firm and clear picture of a strong identity. This binds people to the jeweler and its products.

Click here for the article: https://insight-luxury.com/2025/07/08/diamantschmuck-mit-alleinstellungsmerkmal-wempe-lanciert-wempe-137/

Story 3: My personal experience with the market launch and rise of Binder Jewellery. The brand's slogan is aptly named "Valuable Connections." In truth, that's what it's all about. They arise from a good product and the people behind it. Binder, too, has a strong identity as a family business, a group of companies with a deep history and people who help make the brand and its portfolio relatable.

Click here for the article: https://insight-luxury.com/2025/07/15/perception-die-ikone-von-binder-jewellery/

Conclusion: All three brands or companies I mentioned are doing something right on a fundamental level: Their own values, beliefs, and a clear identity create their own form of stability, which is attractive to us.

The brands give us the feeling of being able to hold on to something that isn't so easily changeable and can't be blown away by the storms of time. I know what I'm getting. The world is somehow all right.

In economic terms, this means that consumers repeatedly return to these brands and products, recommend them to others, have a positive relationship with them, and contribute to ensuring that the company can continue to exist in the future.

Those with a strong identity also have the self-confidence to get things going in times of crisis, to stay active, and not hide. The conviction behind it is important. It's not everything, but its role should never be underestimated.