By Mark Seavy 

Consumers’ growing desire for customization and self-expression is transforming the jewelry category, overtaking demand for more generic costume jewelry. And the ability to customize is, in large part, being found through partnerships with brands and companies that haven’t traditionally been a staple of the jewelry business.  

For example, audio company Bose partnered with jewelry designer Susan Korn, whose Susan Alexandra brand is known for kitschy pendants. The partnerships paired limited edition rhinestone stickers (including hearts, flowers, butterflies, and other designs) and headphone charms with Bose’s QuietComfort noise-cancellation headphones. This bejeweled edition meshed well with the growing sales of full-size wireless and Bluetooth-enabled headphones among younger consumers. 

“Customization resonates deeply with consumers because it allows for self-expression in a world that often feels homogenous,” Korn told Fashionista. “When you customize your Bose headphones, you’re taking an accessory that might be overlooked and turning it into a platform for [storytelling]. It’s all about elevating the everyday experience, making even the simplest items feel special and intentional.” 

And while, traditionally, there has been a focus on creating jewelry that is classic or timeless, many companies are now focusing on brands that can provide more whimsical or humorous elements to their collections to appeal to consumers’ desire to express their personalities through their accessories.  

Jewelry maker Gnoce recently released Emoji-licensed pendants, charms, and stud earrings, and also launched a collection that featured the Billy character from the horror film franchise Saw. Netflix recently paired with jewelry manufacturer and retailer Pandora for a limited edition 12-piece capsule collection ($75 – $175) inspired by Stranger Things that features 1980s iconography across its rings, bracelets, glow-in-the-dark charms, and earrings. Pandora also kicked off the year with a “100 Years of Wonder with Disney” collection. 

Partnering with unexpected brands isn’t the only way to create a feeling of self-expression or customization, however. 

The “accessories for accessories” craze, which features jewelry blended with other products, continues to be a major trend, according to trend forecasting firm WGSN. Searches for phone lanyards are up 25% from a year ago and hashtags like #BagCharm have increased 317% on TikTok this year, a trend that is expected to peak in fall 2026, according to WGSN. 

And Pandora has expanded custom engraving for jewelry to 850 stores and now offers lab-grown diamonds that are grown, cut, and polished using renewable energy and 100% recycled (rather than mined) silver and gold. At the high-end, Pandora is carrying custom-made pieces from artist Grete Henriette, including a black and white dress made from 2,000 sterling silver tennis bracelets from the company’s Timeless collection that took three weeks to produce. 

Mars Inc.’s M&M’s brand recently licensed the Kate Spade fashion brand for a seven-piece jewelry collection that ranges in price from $128 for a stacking ring set to $248 for a multi-color bracelet. The collection will launch in November across 33 countries in select M&Ms, Kate Spade, and department stores. The collection will also be part of M&Ms first TikTok Shop that debuts November 4th. 

Crystal and jewelry designer Swarovski, meanwhile, was seeking a pop culture bent when it hired Creative Director Giovanna Engelbert three years ago, something it has since achieved. When Swarovski opened its first ever flagship store in New York late last year, it also unveiled a collaboration with reality TV star and influencer Kim Kardashian’s Skims brand that featured crystal-studded catsuits, briefs, leggings, and other apparel.  

“Our strategy is paying off,” Pandora CEO Alexander Lacik told analysts earlier this year. “You can perhaps see that most clearly through the strengthening of our brand. We are clearly attracting more consumers and the very strong growth you see is a testament to the ongoing transformation into becoming a full jewelry brand.”