Experts reveal why Gen Z in Nottingham is ditching over-consumption
New research from luxury jewellery brand Azora reveals a striking cultural shift in how people in Nottingham shop for jewellery, with younger generations abandoning trend-led buys in favour of minimalist, meaningful pieces that define a new kind of status symbol – the capsule collection.
In a brand new survey of UK consumers¹, the data found that almost half (44%) of shoppers in Nottingham now shop exclusively for jewellery that is an everyday or investment piece. Nationally, the figure is eight in ten for Gen Z (people under 28 years of age) and two-thirds for Millennials. Jewellery has become an expression of personal identity – worn daily, chosen with care, and rooted in emotional significance.
Despite the UK jewellery market exceeding £11 billion in 2023/242, today’s shoppers are embracing a “fewer, finer” mindset. A third of Brits have already ditched impulse-driven trend purchases in favour of thoughtful, long-lasting items, revealing that less really is more. Fewer than 1 in 10 Nottingham shoppers purchase jewellery based on fast moving trends as we witness a shift away from ‘wear it once’ mentality.
Millennials spend the most
Millennials are leading the charge, spending an average of £245.70 per piece – 47% more than Baby Boomers. In Nottingham alone just 6% of shoppers spend £50 or less on their jewellery purchases - showing a clear favour for investing in quality and long lasting pieces.
Kate Hardcastle MBE, consumer expert and broadcaster, explains: “Millennials are not buying jewellery to impress others – they’re buying to express themselves. The pieces they choose are intimate extensions of who they are and who they are becoming. After years of digital overload and throwaway culture, they’re seeking something tactile and lasting.”
Jewellery becomes part of the daily ritual
The research found that more two fifths of all consumers In Nottingham now shop for jewellery designed to be worn every day. Top choices for capsule collections? Necklaces, earrings and bracelets – timeless staples that transition from day to night.
Today’s younger shoppers aren’t simply accumulating jewellery – they’re curating it. Stephanie Cliffe, Brand Director at Azora, said: “One of the strongest signals from our research is that consumers have moved from impulse to intention. Creating a capsule collection is becoming a symbol of modern style, emotional maturity, and sustainability.”
Nottingham joins the UK’s jewellery hotspots
Glasgow emerged as the most jewellery-obsessed city in the UK, with London and Manchester close behind. In Nottingham, 50% of people value their jewellery collection in excess of £50 with 15% valuing their jewellery in excess of £2,000.
A quiet rebellion against fast fashion.
The rise of capsule jewellery mirrors the cultural exhaustion with fast fashion as 42% of shoppers in Nottingham are interested in starting a capsule jewellery collection.
“Jewellery must now deliver more than beauty,” adds Hardcastle: “In today’s world, it is not about fitting in. It’s about standing out in the most intimate, individual way. As we move through uncertain times, consumers are looking for anchors. Pieces they can trust, hold, wear and love. There’s a return to tactility, to craft, to care, to emotional clarity. And that’s exactly what the new jewellery movement represents. It’s not fast. It’s not fleeting. It’s forever.”
To support consumers in Nottingham finding their perfect everyday pieces, Azora has launched the ‘ fewer, finer’ quiz – a guided tool to help individuals build their own timeless jewellery capsule.
To explore the Azora capsule collection or take the quiz, visit azorajewellery.co.uk.