Jewelry is a form of expression that appeals to people of all ages. Customers looking for beach,
coastal or nautical jewelry are drawn to materials, colors and symbols that capture the spirit of the sea. You can help these treasure seekers find exactly what they are looking for with styles that
speak to their love of the ocean and the people they spend time with there.
“There are so many talented jewelry makers who find their inspiration along the shoreline, using natural elements and calming colors to create truly one-of-a-kind pieces of jewelry,” says Emily Pratt, owner of Seaport Sweetheart Designs. “Customers and retailers alike are always looking for something new, something different, but those who enjoy the coastal lifestyle also look for design elements that are timeless and seamlessly fit into their daily routine and wardrobe.”
Pratt, whose husband is in the Navy, began her jewelry line after crafting a bracelet to wear to a military command picnic because she was looking for something different than the nautical and anchor-themed pieces she always wore to them. Pratt’s line incorporates shells, oysters, coconut wood beads and is described as a mix of southern style and coastal living.
Wearing the lifestyle
“The brand is more than a brand, it is a lifestyle,” Pratt explains. “Each piece is an extension of my style, taste, color preferences and daily routine. From sun-filled days outside to late date nights that a woman never wants to end, every piece is designed and handcrafted to become a timeless wardrobe staple that's easy to wear, long-lasting and is a reflection of their individual taste, style and personality.”
“My new lifestyle has influenced my designs. I’m drawn to more vibrant colors, multipurpose jewelry and easy-wear designs,” Hyde says. “I feel that the days and nights blend. A day at the beach can quickly turn to dining out, so making jewelry that I can wear to the beach and wear to lunch or dinner seems to make sense. The Palm Beach bracelets and mother of pearl bracelets are perfect examples of easy and transactional wear jewelry.”
Hyde has also noticed that South Floridians like unique pieces that can’t be found at the mall or other large retailers.
Capturing memories
Mitchell Ousley, principal of Destination Jewelry Brands, says destination and resort areas are seeing a big push for jewelry designs that help commemorate customers’ memorable experiences with family and friends and that remind them of their shared time together.“With the ups and downs of the last two years, folks seem to want to ‘get back to their roots’ in a manner of speaking by visiting places that are closer to home. Symbolic designs for faith, love, friendship and lifestyle have been top sellers for my clients,” he says.
Alan Clancy, national sales director for Ocean Jewelry, says retailers have been more open to producing custom jewelry concepts that highlight a landmark or feature of their town or region.
“Retailers are reacting to the increased tourist traffic and overall ‘good feeling’ that end customers have when they visit coastal regions,” he says.
Carey Del Buono, founder of The Beach and Back, says jewelry pieces made with pearl, abalone and mother of pearl are always strong sellers.
“Stones and materials with meanings attached to them as well as personalization are always trending,” she says. “Customers want an emotional connection to an element, community or brand, and we can provide that for them with the materials we choose during the design and the experience we provide them through our packaging, websites and social media.”
Tiliaby by the Sea’s pottery bracelets are made from reclaimed earthenware shards from a beach in Scotland that was once a dump site for Methven pottery in Kirlcaldy, Scotland. Owner Nicole Lind finds the pieces of pottery and drills holes into them to create jewelry. Besides the drilled hole, the sea glass and pottery in her designs are not altered from the state she finds them in on the beach.
“My jewelry is popular worldwide, especially in the U.S. in coastal states and also landlocked states where the longing for the sea is strong,” says Lind. “My Scottish sea glass and pottery pieces are sought after with customers who have Scottish heritage as they feel a connection to the place where their ancestors came from.”
While earrings are always a popular gift, Lind is seeing greater interest in charm bracelets and one-of-a-kind jewelry. She has also noticed that many brides who had to postpone their weddings because of the pandemic are looking for special pieces for themselves and bridesmaids.
Lind’s seafoam-colored jewelry is always popular, but she says there’s recently been a draw toward bolder teals and aquas.
At ShipShapeStyles, Jennifer and Theresa Ramsdell are spotting a trend toward smaller styles and simple design. “Color choices remain the same with customers leaning toward the coastal colors that we have always offered such as seafoam and light turquoise,” says owner Jennifer Ramsdell.
Making waves
The beach inspired Wellington Michael Collection started on the Island of Providenciales in Turks and Caicos.“Wellington Michael Collection truly embodies the ocean vibes,” says co-founder Ryan Dedola “We use real beach sand and each piece is one of a kind.”
The company’s Shoreline collection of products all depict a realistic shoreline with the vibrant teal and white of an ocean wave crashing into the sand.
“We are not heavily saturated with retail partners yet,” Dedola says. “We also honor geographic locations so you won’t be competing to sell our line against another store down the road.”
The company also has plans to release a Sterling silver line soon.
T. Jazelle’s biggest sellers are its Sterling silver Waves of Life charm bracelet, Mermaid bracelet and Anchor bracelet, and the 14 karat-gold Seas the Day bracelet. “We do have a great selection of coastal charms since we are based by the ocean,” says founder Tiffany Narbonne. “Every bracelet is handcrafted in Cape Cod, Massachusetts.”
Narbonne describes T. Jazelle’s jewelry as a timeless way to wear your heart and story on your wrist with every bracelet holding its own special meaning.
“We strive to create symbols and meanings that all ages can connect to through the use of sterling silver charms and semi-precious stones,” she says. “Every piece comes packaged with its signature message card paired with our T. Jazelle pouch. We also have had great success within our independents with our Custom Charm program. It is a way for our retailers to have something completely exclusive and special through T. Jazelle.”
What trends is Narbonne seeing in coastal jewelry? She says, “Stacking, stacking, stacking. Our brand is all about layering and wearing what speaks to them.”
Making it personal
Moonglow is connecting people to significant moments. As the name implies, personalization comes in the form of the moon and what it looked like on a specific date.“Every single person that walks through a store’s doors has at least one significant date. Our line is applicable to everyone, it’s affordable and it’s personal, making it desirable to be featured in stores,” says Tara McGowan, director of sales.
Moonglow offers a program for retailers that allows customers to purchase personalized moons on the spot in the store. The moons also glow in the dark after absorbing direct light.
“That’s an extra special feature in beach and coastal areas where folks are absolutely soaking up the sun,” McGowan says.
The company’s top sellers are the charmed simplicity bracelet, a retailer exclusive called the Zenith bracelet, and the cosmic spiral ring, which is adjustable.
The Sea Moon Turtle and Moonstone bracelet are big in coastal areas. “We also partner with retailers to create exclusive pieces strictly for their store, generally matching a theme that is popular in their area,” McGowan says.
Ginger and Glow’s bracelets and necklaces are a spin on boho beach and fun, according to Jenifer Deane, owner. The bracelets include two porous lava rocks that diffuse essential oils.
People are drawn toward the company’s shell and gold bracelets, which Deane describes as “white and fresh for spring and summer.”
Betsy Schwager, general manager of DKD says gold jewelry embellished with custom charms drive the company’s retailer business. Stackable beaded stretch bracelets and chunky link necklaces also are on-trend.
“Cord bracelets continue to be a staple in every jewelry collection, and they never seem to go out of style,” she adds.
Every piece of Tula Blue’s jewelry collection is “strung with love on our signature rope.” The rope is nautical grade and spun by hand.
According to Heather Stringer, founder, “Your Tula Blue jewelry isn’t like other jewelry — you don’t need to take it off for life’s adventures. Our rope collection is just as versatile as you. Crafted with freshwater pearls and genuine stones, Tula Blue’s minimalist beauty is ready for it all, from workday to date night and beyond,.”
The company’s wrap stacks can be worn four ways — as a necklace, wrapped three times as a bracelet, wrapped twice as an anklet or as a hairpiece — making them as unique as the wearer.
Quality counts
According to Ocean Jewelry’s Clancy, “Color is most definitely still king. The most common feature of our best-selling designs is the use of vibrant colors. We achieve this by using the best quality-colored crystals available.”Ocean Jewelry also responded to an increased request by retailers for an expanded selection of bracelets for 2022. “We recently launched a collection of unique bypass- and bolo-styled Ocean bracelets with great success,” he says.
Many retailers have experienced unprecedented growth in the last 18 months, according to Clancy. Customers are prepared to spend more during their vacations. Retailers are responding by stocking jewelry at higher price points.
“We’ve had a tremendous reaction to our newly launched Ocean Gold Vermeil collection as this enables us to achieve much higher sales,” Clancy says.
Heather Auclair-Welch, owner of Mermaids and Madeleines, agrees that on-trend pieces at coastal boutiques are using “higher quality metals that have longevity and can be worn for years and not just a season.”
She adds, “It means that the jewelry can be tied to more memories, and then also be connected back to the place they purchased the special piece.”
Auclair-Welch’s favorite trend is splashes of bright color. “From bright pinks to captivating aqua blue, and even day-glo yellows, it’s so uplifting and joyful, and I think shop owners want to invite that cheer and positivity into their spaces,” she says.
Mermaids and Madeleines collections “are about sharing the feelings of calm and joy from being near the coast.” Auclair-Welch captures that essence with jewelry that is playful, light and evokes positive vibes.
Emily Cook, owner of Elu Cook Designs agrees there is a trend toward bright colors. She also notices more natural materials being used. Her designs involve glass infused with sand from local beaches, creating “a unique memento of a special place,” she says.
Katie O’Neill, owner of Paper Moon Origami says customers are showing a strong preference for vibrant colors, gold findings and interesting geometric components with florals and plant patterns. “By handcrafting my earrings out of origami paper and coating them for water resistance, I’ve created a breezy, lightweight product that can be enjoyed in any weather, especially beach weather,” O’Neill says.
Jewelry Designer Lisi Lerch is seeing wicker and rattan used in earrings. Oysters, scallops, anchors and starfish are popular sea life motifs.
Sea life sells
Harry Presser of Presco Sea Life Jewelry says customers are always looking for sea life jewelry when on vacation. “It makes them feel good and reminds them of their getaway,” he says.For more than 17 years, Presco has taken a different tack. “We like to be anonymous,” explains Presser. “We never sell to the public. We only sell to retailers.”
According to Presser, this approach means shop owners don’t have to worry about a customer bypassing their store to find jewelry they want.
Cruz Accessories has been supplying coastal customers with jewelry and displays for more than 25 years. Some of the company’s biggest sellers include silver finished anklets with nautical or wave icons, its Save the Sea Turtle Conservation bracelets program that donates 10% of net profits to sea turtle conservation projects, and a men’s leather bracelet line with fishhook and anchor clasps. The company’s sea glass adjustable bracelets are also top sellers.
“The jewelry is not just themed coastal, but themed along with current trends that make it relevant and in demand year after year across all age demographics,” says Mike Summer, co-owner.
While gold or gold plating has emerged in the past, Summer says rose gold has gained a foothold in the company’s price point and is moving from displays.
“We are seeing rose gold perform well in necklaces, bracelets and anklets,” he says. “We have also seen FIMO [modeling clay] and daisy designs re-emerge to become great sellers over the last year and that looks to continue this year as well. Semi-precious stones in various diameters continue to perform well when used in bracelet designs.”
Patsy Kane debuted the Dory necklaces in 2022. According to owner Pasty Kane, “They are different from other boat pendants because up close you can tell it is a dory, but it also looks like a sophisticated necklace.”
The necklace is manufactured in Sterling silver and gold-plated brass for an affordable gold metal option.
Whether your customers are trying to boldly show off their love of the beach, take home a reminder of coastal calm or wear a token of a special vacation memory, the jewelry you carry in your store will give them the look they desire and the feelings they want to capture.
