Swarovski Gem Visions Trend Directions 2017

For those who demand ethical luxury.

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Megatrend: the Millennials & the Merging of Polarities

The age-old concept of polarities, has once again surfaced as a dominant mega trend. Rather than reigning apart as exclusive poles of a spectrum like art vs. science, natural vs. man-made, young vs. old, antique vs. avant-garde or even the real vs. the virtual, the mutual fascination of the opposites is causing them to gravitate towards each other. This fusion is creating a new world vision. Key to driving this theme of merging polarities is Generation Y, otherwise known as the Millennials. Confident and all embracing with a strong desire for a positive work-life balance, these new consumers feel free to accommodate and actually play with the extremes and contradictions that life throws at them. Their growing purchasing power demands that the jewelry market responds by offering jewelry that is fresh, vibrant and above all daring.

The Four Major Trend Directions for 2107