With winter markets and trade shows freshly concluded, buyer enthusiasm for both new and proven coastal jewelry styles is unmistakable. Customization and storytelling continue to gain momentum, as retailers look to differentiate their assortments and offer customers pieces that feel personal, purposeful and distinctly their own.
According to Holly Daniels Christensen, founder of Dune Jewelry, “Retailers are hungry for brands that create connection, not just inventory.”
Dune Jewelry, she says, does just that with its artisan-made jewelry that doesn’t just accessorize but captures a memory.
Made-in-America brand Melissa Lew offers distinct and meaningful pieces.
“We’re known for incorporating authentic sand and earth elements from thousands of iconic locations around the world, and the heart of what we do is helping customers wear the places and moments that are most meaningful to them,” says Daniels Christensen. “We’re lucky we can apply our concept to trend items if we choose, but for the most part, we’re building timeless keepsakes that feel personal, emotional and enduring.”
She says that Dune has leaned into two big customer desires this year: more personalization and more elevated, collectible designs.
Symbols of the sea
Ocean-inspired jewelry that feels personal and wearable while still being distinctive at retail is the foundation of Ocean Jewelry.
“Our collections are built around sea life and coastal symbols, including starfish, turtles, stingrays, seahorses, waves and sand dollars,” describes Alan Clancy, sales director. “We work across sterling silver, 14-karat gold vermeil and 14-karat gold, which allows retailers to offer ocean-themed pieces at different price points without compromising on quality or design integrity.”
For spring 2026, Ocean Jewelry introduced two new collections. Sea Light is a 14-karat gold vermeil mini collection inspired by the way sunlight moves across ocean waves, while Ocean Joy is a new beads and charms collection.
“Ocean Joy was created for customers who love collecting jewelry in a personal way, adding meaningful pieces over time and building a bracelet that tells their story,” says Angela Jimenez, digital and multimedia marketing executive.
Another major launch is planned for summer 2026. “It will be a significant moment for Ocean Jewelry and we are very excited to share what is coming next,” Jimenez says.
Tangible memories
Creating tangible memories inspired by the places and animals we love is the purpose behind Melissa Lew jewelry. “My work is inspired by many of my own experiences. They’re more than just designs to me — it’s about capturing the essence of a moment,” says Designer Melissa Lew.
For example, she recently introduced a manatee design she created after observing them at Florida’s Blue Springs State Park, and her new manta ray design was inspired by her first time seeing them in the wild.
“What a magical experience watching them glide gracefully through the waters,” she shares.
Lew notes that the rise in ecotourism is reflected in customer purchases of “meaningful pieces that connect them to a place or mission that they love, eco-friendly and made with the planet in mind.” She adds that American-made products like hers, which are made in her Virginia studio, are also in demand.
At Stonington Designs, another made-in-America jewelry company, every piece is designed to reflect a balance of craftsmanship and artistry, combining natural materials of bamboo and wood with metals.
Founder Michelle Drake says coastal customers are drawn to pieces that feel effortless and organic. “We’re seeing strong interest in natural textures, lighter wood tones and designs that feel relaxed yet intentional.”
New for 2026 is the company’s ring line and America 250 collection. “Our ring line was created for customers who want something meaningful and distinctive, especially for wedding bands and everyday rings,” she says. The America 250 collection incorporates symbolic materials, such as the national tree, oak, and faded flag blue and red in hand-dyed bamboo, complete with thoughtful design details.
Upcycled style
At Anju Jewelry, coastal style is rooted in sustainability.
Anju Jewelry’s Aasha line is 100% sustainable and made by women in India through a Fair Trade partner using discarded sarees and wrapping them over recycled wooden beads.
“It gives a light, delicate look. It is very lightweight,” Founder Gaurav Agarwal says of the jewelry pieces. “No two pieces are the same.”
Anju Jewelry introduced etched brass pieces in coastal colors and themes.
Rather than dyeing materials, the fabrics are sorted by their original hues to create cohesive palettes. During Winter Las Vegas Market, the necklaces and beads on display included coastal hues like blues, turquoise and beiges.
Anju Jewelry’s coastal assortment also includes etched brass designs inspired by beach motifs, which were also on display at Las Vegas Market.
“We just took images of what would be popular at beach resorts, like the sun, turtles and palm trees and etched these designs, and then we color them,” Agarwal says, noting, “It’s all recycled brass.”
Customizable creations
The Beach and Back is a jewelry brand all about elevated coastal essentials that feel easy to wear every day but still special enough for vacation and celebrations.
Founder Carey Del Buono says charms are still a popular trend, and coastal customers are gravitating toward meaningful pieces that tell a story, as well as customizable options they can personalize for themselves or for gifting.
“Buyers have responded positively to our in-store charm bar offerings and our new mini cabana display, which brings The Beach and Back to life in a small footprint right inside their store,” she says.
The Beach and Back is expanding its sea life and charm storytelling in 2026 with new coastal-inspired charms, including dragonfly, wigglefish, and turtle designs tied to its partnership with the Bald Head Island Conservancy (See sidebar on page 38.) as well as mix-and-match pieces for charm chains and bracelets so retailers can create custom stories right at the counter.
“We’re also introducing fresh colors in our bestselling Dana Point collection, along with complementary paracord and link styles in those same hues, so customers can stack everything together for maximum impact,” she says.
Accessorize everything
Brielle’s Shells’ mission is to spread joy by creating the most unique and fun products in the coastal accessory market. “Our clip-on hair accessories inspire women to be their most authentic selves by expressing their personality on their hair,” explains Founder Brielle Cenci.
Lotus and Luna’s splash-friendly jewelry gives an elevated look for the beach.
At Surf Expo, Cenci says, “Many buyers expressed their excitement for our products because they are so different from other jewelry offerings, and unique items keep customers coming back to their stores for more.”
Brielle’s Shells began with its Mermaid Extensions, which are clip-on strands of seashells and beads. This year, it launched a new collection called HairJoy Extensions that feature charms, gemstones and flower beads instead of just seashells.
Cenci says the main accessory trend right now is to accessorize everything in your look from your hair to your waist, to your phone and even your purse. “That’s why we’ve expanded our product line to include accessories to cover you head to toe in our unique pieces — including not only your hair accessories but also waist chains, phone lanyards and purse charms.”
Bali and beyond
At Lotus and Luna, the jewelry focus rests on three pillars: community, intention and carefree versatility.
Every piece is handcrafted by artisan villages in Thailand, ensuring a distinct level of craftsmanship that sets the company apart, according to Christina Freberg, vice president and director of wholesale.
Splash-friendly beach jewelry is one of its specialties, which Freberg describes as “saltwater-ready styles that bridge the gap between accessible impulse buys on the boardwalk and the carefree elegance of a tropical beach resort.”
Lotus and Luna’s Beachy Charm earrings feature shimmering sea stars and nautical fish charms built for all-day wear, and use the same high-standard plating as its necklaces, according to Freberg.
“It’s the perfect way to create a total, sun-kissed aesthetic from head to toe,” she says.
Bali Queen Wholesale offers jewelry made by artisans in Bali, Thailand and India.
Among the company’s new introductions for 2026 are the Golden Tide Shell necklace, the Ocean Keepsake charm bracelet and the Island Glow classic bangle.
Co-owner Shannon Burke says customers want pieces you might find in a mermaid’s jewelry box, such as gold, chunky charms and seashells. Bali Queen’s boutique jewelry was well-received at Surf Expo, according to Burke, which she describes as “lots of gold and pearls, with a nautical theme that has a chic look.”
No matter what your customers’ style preferences, you can provide them with jewelry selections that check all the boxes and give them a way to hold onto the seaside places they find dear.
