May 23, 2023
5 Things to Know About Jewelry 💎

There is a slew of jewelry options online, but we found that Shane Co., Zales, Tiffany & Co, Etsy , and Mejuri are the most popular e-commerce sites based on Sphere’s search analysis.

Gold jewelry is 30% more popular on Instagram than silver jewelry, according to our analysis of nearly 1000 posts.

Men’s jewelry has seen a bit of a renaissance this year, rising 11% over the past year in search interest. The most popular items? Rings and gold chains.

Marriage proposals have gotten bigger, more creative and well-documented than ever thanks to social media. That means fireworks, flash mobs or at the very least a scenic backdrop for the picture-perfect engagement. Sphere found that the most common subculture themes detected within Instagram posts were Romantic Italian and Fairy Tale, marking the beginning of their Happily Ever After.

The gifting of engagement rings is a tale as old as time. There are many factors when selecting the dream ring, but the cut of the main stone is perhaps the most important. Reviewing 600 Instagram posts of engagement rings shows that an emerald cut ring is the most popular shape, followed by the princess cut and oval.


synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop


grasping the distinct consumer perspectives that these diverse regions offer

Curated digital profiles:

-Instagram, Twitter, and TikTok (US)

-Weibo and Douyin (China)

Pulled 400 million unique searches to estimate the growth of each segment

Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments

Glamour Seekers

These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.

Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.

Vanity Vanguards

Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.

Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products

Conscious Icons

These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.

Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.

Youthful Trendsetters

They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.

Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.

Trusted Patrons

Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.

Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.

Innovation Advocates

As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.

Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.

Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
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