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The Future of Jewellery: Brands Battle for Buyers of Unbranded Jewellery

Branded fine jewellery will grow at more than twice the rate of the overall jewellery market but competition will be fierce among established jewellery houses, newer DTC players and fashion brands tapping the category.
Zazie Beetz, jewelry detail, attends the 92nd Annual Academy Awards in Bulgari jewellery. Getty Images.
Zazie Beetz, jewelry detail, attends the 92nd Annual Academy Awards in Bulgari jewellery. Getty Images.

This article first appeared in the special edition of The State of Fashion: Watches and Jewellery, co-published by The Business of Fashion and McKinsey & Company. To learn more and download a copy of the report,

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