From Zara to Chloé, This Personal Jewellery Trend Is Really Taking Off

Elinor Block
·3-min read

There's something really fascinating going on with jewellery at the moment. For starters, two of the biggest luxury online retailers Net-a-Porter and Matchesfashion have revealed that jewellery has become a very popular section, thanks to people investing in lasting pieces but also in a bid, I suspect, to give their WFH outfits a bit of life when they're unable to give them oomph via fancy shoes and their favourite handbag. At Who What Wear, we also have a direct line to what our readers want to see the most, and over the past month especially, it seems that jewellery trends, in particular, are something that you want.

Secondly, after speaking to the founders of UK-based demi-fine jewellery brand Otiumberg, I also discovered that personalised jewellery is becoming more popular—something that's completely understandable when we consider the lack of personal connection we've had over the past year. Otiumberg told me that sales of their name bracelets were up 79% from 2019 to 2020.

As if to confirm my suspicions of a burgeoning trend, just last week Zara released a new jewellery collection based around initials, which is always a sign of a trend that's about to tip into the mass appeal category. Google tells a similar story with searches for initial necklaces taking off this year. While there's been a steady rise in searches since 2018, probably thanks to those Celine necklaces (nearly everyone was wearing them during fashion week in September 2018), this past year we've seen one of the biggest increases in searches for these kinds of necklaces.

With new initial jewellery pieces being launched by various brands all the time right now (or at least it seems that way), I've rounded up some of the coolest versions out there. To help, I've also separated out the different categories of jewellery, so you can choose to see necklaces, earrings, bracelets and rings, or just scroll ahead to the section you want. Yes, some pieces are megabucks, but I bet you'll be surprised at how affordable other items are. Keep scrolling for more.

Aimee Song wearing an initial last month

Alexis Foreman wearing the Celine initial necklace in 2018

Aimee Song wearing the Celine initial necklace in 2018


Chloé Alphabet Gold-Tone Necklace (£290)

Otiumberg Alphabet Pearl & 14kt Gold-Vermeil A-M Necklace ($0)

Pacharee Alphabet Gold-Plated Pearl Necklace (£420)

PD Paola Letters Gold Necklaces (£51)

Alex Monroe Gold-Plated Floral Letter a Alphabet Necklace (£135)

Jennifer Meyer Letter 18-Karat Gold Necklace (£1595)

Mateo Initial 14-Karat Gold Diamond Necklace (£480)

Rachel Jackson London Art Deco Initial Necklace - D (£55)

Missoma Gold Initial Pendant Necklace (£135)

Celine Alphabet Necklace (£320)

Jennifer Meyer Letter 18-Karat Gold Diamond Necklace (£1200)

Catbird + Net Sustain Dollhouse 14-Karat Gold Necklace (£270)

Lizzie Mandler Deco Diamond & 18kt Gold Alphabet A-M Charm ($440)

Zara Necklace With Initial Pendant (£15)


Stone and Strand Alphabet Mini Pinky Gold Ring (£140)

Chloé Alphabet Gold-Tone Ring (£215)

Roxanne Assoulin Neutral Alphabet Soup Enamel and Gold-Tone Bracelet (£75)

Liberty Gold Initial Liberty Signet Ring (£250)

The Alkemistry Colette 18ct Yellow Gold and Diamond K Initial Ring (£3700)


Stone and Strand Initial 14-Karat Gold Pearl Bracelet (£205)

Annoushka Initial E Bracelet (£595)


Stone and Strand Alphabet Gold Earring (£45)

Otiumberg Alphabet 9kt Gold A-M Single Earring (£68)

Stone and Strand Alphabet Gold Diamond Earring (£140)

Retrofête Alphabet Rhodium-Plated Crystal Earring (£100)

Simone Rocha Initial Gold-Plated Faux Pearl Hoop Earring (£95)

Zara Sterling Silver Initial Earring (£15)

Next: Commit These Top Designer Jewellery Brands to Memory

This article originally appeared on Who What Wear

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