Is children’s jewellery the next big thing? Princess Charlotte and Gen Alpha’s taste for charms and birthstones

Princess Charlotte may in due time wear the Crown Jewels – not to mention serious tiaras from the vault – but the only daughter of the Prince and Princess of Wales is already no stranger to bijoux. Spotted courtside at Wimbledon in July, the 10-year-old royal paired her bespoke dress by Sarah Burton with a Pandora Snake Chain Slider Bracelet with several charms, including a May birthstone (marking her May 2 birthday) and a Disney’s The Lion King Nala charm. The princess’ bracelet speaks to several trends. There’s the ongoing obsession with personalisation, which trend forecaster WGSN dubbed “chaotic customisation”. Then there’s the shift in who is buying (and wearing) jewellery. According to analytics firm Euromonitor, the global jewellery market is projected to reach US$416 billion by 2029, up from US$369 billion in 2024. A key driver? Gen Z, Gen Alpha, and their changing views on status and style. Taylor Swift might have brought back home-made friendship bracelets with her Eras Tour, and there may never be anything as special as sharing a “BFF” bracelet, but there’s been a decided shift in what tweens and teens want when it comes to their jewellery box. Case in point? The recent news that high street jewellery chain Claire’s – rite of passage for many an earlier youth – had filed for bankruptcy. Australian jeweller Daniel Beecken of Class A Jewellers, which offers personalised charm necklaces and bracelets in 9k yellow or white gold as part of its collections, says the brand is seeing younger jewellery lovers. “A child’s milestone birthday has become a key moment to invest in jewellery that truly signifies the occasion. Parents, grandparents and godparents are increasingly choosing pieces that mark the moment in a meaningful way – something beautiful, significant and beyond what the child could afford themselves at this stage in life,” he says. “It’s a way of saying, this is a once-in-a-lifetime gift for a once-in-a-lifetime moment.” Personalisation is central in this shift, he says. “Whether it’s a birthstone, initials or a special engraving, these details transform a piece into a keepsake that can be cherished for decades. Many families want to give jewellery that will last a lifetime, creating a permanent reminder of the bond between the giver and the child.” Some of the jeweller’s most popular gifts for children and younger clients are its charm bracelet – which can be customised online – dainty diamond pieces, and birthstone jewellery. Future heirlooms are something that Zena K’dor, creative director of Sydney jeweller House of K’dor, says is driving purchases. “We are seeing a growing shift towards gifting children and loved ones jewellery that holds both beauty and meaning. With more high-profile children wearing jewellery, the desire to emulate this sentiment is stronger than ever, reinforcing jewellery’s role as a symbol of love, memory and legacy,” she says. K’dor says pieces with meaning are popular choices for children, including crosses for religious occasions, star signs and planets for birthdays, and pieces from the brand’s Love or Signature collections to mark milestones. Each piece can be personalised with birthstones, engravings or even a Morse code message in diamonds. Other bestsellers include initial jewellery, fun designs such as the brand’s Bows and Butterflies, and delicate pieces that can be layered, including the Petite Evil Eye Bracelets and bespoke pinkie rings. Receiving jewellery, as K’Dor also notes, can be an extra special moment for children. “We are seeing a greater emphasis on jewellery as a way of creating lasting memories, particularly between children and their loved ones. It’s not just about giving something beautiful – it’s about giving something meaningful. Children often love jewellery because it makes them feel grown-up and connected to their family traditions,” she says. “Pieces like delicate bracelets, pendants or charms become treasures they can wear now and cherish even more as they grow older. Parents are drawn to jewellery because it carries that sense of permanence – unlike many other gifts, it can be passed down and hold sentimental value for generations.”

Is children’s jewellery the next big thing? Princess Charlotte and Gen Alpha’s taste for charms and birthstones

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Jewellers Daniel Beecken and Zena K’dor talk trends, as today’s kids and tweens move on from Taylor Swift’s home-made friendship bracelets

Jewellers Daniel Beecken and Zena K’dor talk trends, as today’s kids and tweens move on from Taylor Swift’s home-made friendship bracelets