The Revival of Retro-Tan Jewelry Pearls

[Asia Economy Reporter Yujin Cho] Riding the newtro (a blend of new and retro) trend, sales of classic accessory products featuring pearls or bold (voluminous) designs are increasing.

According to Sejeong on the 23rd, sales of pearl product lines from Didier Dubot, operated by Sejeong, grew by 48% from January to May this year compared to the same period last year. Starting with about an 80% sales growth rate in February, the growth rate has averaged in the 60% range through last month, maintaining double-digit growth. A Sejeong official explained, "Due to the impact of COVID-19, offline store sales such as department stores declined by 5% compared to the same period last year, but sales surged mainly online."

At E-Land's jewelry brand Lloyd, the sales proportion of pearl products among the entire product line rose from the previous 5% range to about 7% (as of June). Notably popular were large pearl earrings over 8-10mm, bead-style necklaces made by stringing small pearls, and ring product lines. An E-Land Lloyd representative said, "Lloyd mainly focuses on basic gold accessories, so the sales proportion of pearl products is relatively low compared to total sales, but recently, sales of pearl products have been performing well."

Starting with the so-called 'imperfect pearls,' which preserve the raw stone form with uneven and rough surfaces, pearl accessories are gaining great popularity among the 20s and 30s generation. The change in young people's perception of pearl accessories due to the newtro trend is cited as the main reason for their popularity. A jewelry industry insider explained, "Compared to classic items that the mother’s generation used to enjoy wearing, the 20s and 30s generation increasingly perceive pearls as trendy items, layering them with metal chain pendant necklaces or using them as point items."

Accessories with a voluminous feel that were popular in the 1990s are also in demand. LF-affiliated brand Ierrol's representative line, the 'Champagne Moon' earrings, led sales, with cumulative sales from January to June 19 increasing by about 300% compared to the same period last year. Despite the high price exceeding 1.5 million KRW (based on 14K gold), sales have doubled monthly since March, maintaining steady growth. Due to high popularity, nationwide stock is sold out, and a second reorder has begun. An Ierrol representative explained, "The Champagne Moon line features large pendants that may look somewhat rough, but a hollow technique is applied inside the product to give it a voluminous appearance."