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Monday, 25 November 2019

The return of bijoux

The return of bijoux

From the big fashion brands to the fashion houses: one of the trends of the moment is undoubtedly represented by the affordable jewelry, or bijoux. More and more original, signed by designers of international caliber and ancient history: from necklaces in gilded metal and plexiglass to the ethnic flavor of bangles studded with stones.

The costume jewelry market is well represented by the story of Marni's founder whose daughter-in-law Cynthia Wilchez founded a jewelry brand, Aliita.

According to a research by Grand View Research, the costume jewelery market in 2018 was worth 25.2 million dollars, with an estimate, by 2025, of about 52.4 million. Numbers that exceed those of sunglasses, with 14.8 billion and that by 2025 will reach 25.6.

A story, that of these jewels, born during the industrial revolution when mass production of pieces made of glass and non-precious metals was allowed, really giving everyone the opportunity to show them off with pride. And then Coco Chanel with the strings of fake pearls, in glass, rhinestones or resin, and the Hollywood divas, like Bette Davis with her costume jewelry necklace in The Count of Essex, or Vivien Leigh, Jane Russell and Elizabeth Taylor.

These stars so influenced the sector that several exact copies were produced and then sold by Woolworth, the American department store.

A market that grows by about 6.5 percentage points a year with brands like Celine proposing necklaces in gilded metal with pendants and earrings connected and Valentino with his leather bracelets with V in crystals and many minimalist necklaces to match the marvelous clothes.

Bijoux, according to statistics, are in great demand even by men (33.6%) who see no threats to their masculinity in wearing them.

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