Calming creations

Coastal jewelry has taken on a distinctly daintier, calming and natural vibe as customers long to recapture laid back beach days.

A sea of calm has taken hold in the coastal collections wholesalers and makers are offering in 2023. While sea life, wave themes and blue and aqua hues continue to please patrons at beach, coastal and nautical stores, color schemes and materials are more neutral and natural than seasons past.

Carey Del Buono, founder of The Beach and Back, says “coastal grandma” continues to be a trend with seaside retailers.

“It’s inspired by the stereotype of a grandma who collects seashells, has oversized sun hats, and accessorizes with classic and timeless jewelry with a coastal flair,” she describes. “Coastal grandma jewelry often features natural materials such as shells, pearls and coral, as well as beads and charms — and colors inspired by the sea.”

She’s noticing an evolution this season where the classic style is evolving into what she calls “mermaid core.”
“Mermaid core jewelry features iridescent materials, such as pearls or opals, that shimmer like the scales of a mermaid. The designs may also include sea-themed charms, such as starfish or seahorses, as well as shells and coral,” Del Buono says. “It is the perfect trend for those who love to add a touch of whimsy to their outfits and embrace their inner mermaid.”

Dune’s experiential jewelry is handmade.

Dune Jewelry Founder and CEO Holly Daniels Christensen is also seeing mermaids gain momentum. “I know that mermaids have been popular for years, but recently there’s been an uptick.”

All Dune’s designs are handcrafted using sand and earth elements. “We have over 5,000 sand and earth elements to choose from, or you can send your own to create a truly personalized line of jewelry for your store,” says Daniels Christensen. “We have used sand, shells, clay, earth, flower petals and more.”

Making waves

The Beach and Back’s bestselling design is also wave related. It is the Ocean Wave Bracelet featuring a gold bangle with double aqua wave. “And I am excited to add a new variant this season in silver with a marine blue wave,” Del Buono shares.

Waves and shells are also big for Maryland-based handmade jewelry company, Jackie Gallagher Designs.
“We continue to see our retail partners asking for shell jewelry or anything with a wave on it,” Owner Jackie Gallagher says. “Our Limpet Shell line continues to be our top seller. We sell a lot of wave jewelry as well followed up by our line of fish hook jewelry.”

The double wave bracelet is a bestseller for The Beach and Back.

Wave and turtle designs continue to be bestsellers for Ocean Jewelry, according to U.S. National Sales Director Alan Clancy. “We recently greatly expanded our Wave product offerings to cater to the high demand for this design. Ocean and sea life jewelry is timeless, and I am seeing continued strong demand for our classic designs including Sand Dollar, Starfish, Octopus and Seahorse.”

He observes that “octopus seems to have come out of nowhere to now feature prominently on each order that I write.”

The company also recently launched a collection featuring pearls that has been a great success, according to Clancy. “Like our ocean designs, pearls are also timeless and exude a sense of high quality.”

An artisan’s touch

“Coastal customers like something customizable in their store,” says Michelle Krempa, owner and lead designer. “We do that by encasing the shoreline’s sand inside our beads and making the jewelry with charms relevant to their area.”

Jillzarah’s bestselling Beach Day jewelry features coastal colors and patterns with matte gold and metal finishings. Jill Manzara, co-founder and creative director, describes the jewelry as “a unique blend of artful design and material that makes our products stand out.”

Manzara is seeing more subtle patterns trending in 2023 versus over-the-top coastal themes.

Devi & Co. was a People’s Choice winner at the summer 2022 Altanta Market. The floral jewelry includes a genuine orchid blossom preserved in resin. “Everyone adores my gemstone and orchid necklaces because they are so bold and colorful, but my bestsellers with seaside retailers are always my Flor and Bunga earrings — each featuring my signature real, preserved orchid blossoms.”

She says flowers and floral motifs have been a huge trend lately, particularly with coastal customers. “Seaside shoppers want to make purchases that connect them to the precious memories that they are creating on vacation, and exotic, colorful tropical flowers really fit the bill.”

Connecting with customers

She adds, “Unique one-of-a-kind pieces do really well, and people see the value of the work that a jewelry designer does when they purchase that one-of-a-kind piece.”

All of ShipShapeStyles pieces are Made in the USA. “Many of our customers appreciate that,” says Jennifer Ramsdell, owner. “We only use sterling silver chains and earwires and our bangles and cuff bracelets are stainless steel, which result in a quality piece of jewelry that will not tarnish.”

ShipShapeStyles’ jewelry line is in shops from Hawaii to Maine and from Minnesota to Florida, so Ramsdell says each part of the country is different in what may be trending.

“Some consistencies are requests for delicate and dainty pieces, multilength chains so our pieces can be layered, cuff bracelets, and inspirational or personal pieces,” she says.

Themes that gleam

Goldsmith Corey Quinn says, “We make our sparkling wave rings in a variety of sizes and styles — some as a flowy wedding band, others as a single crashing wave — and they are all extremely popular with our retailers and our own customers.”

Stackable jewelry, like Gresham Wholesale’s Maui Collection, is trendy.

He describes the compass rose as intrinsically nautical, timeless and classic. “We add our own unique touch to the design, making this a bestseller for Coast GoldWorks.”

Rings are all the rage for Coast Goldworks customers currently, Quinn notes. “The ring selection is what’s really driving customers to return to our brand right now. Also, our customers have been purchasing pieces that remind them of their time on vacation or of their connection to the coastal lifestyle.”

Allison Cole’s bestselling bracelets are those that have the most direct ties to the nautical lifestyle. “The Waverly features an anchor closure, while the Cambridge has a cleat clasp and the Starboard features a square knot,” says Nicole Recomendes, owner and designer. “My retailers regularly sell out of these three styles.”

She is seeing a trend toward floral patterns in soft colors. “I recently introduced a couple of designs inspired by hydrangea blooms and they have quickly become a customer favorite.”

Patsy Kane debuted her new Ketcham Trap pendant at trade shows in Massachusetts and Maine this spring.
“Retailers love that it’s a partnership with a trap maker and a very true actual trap. There aren’t any other working trap pendants that we know of,” she says.

LOLA Co.’s bestselling designs are its nautical pendants that feature a sand dollar, anchor, compass rose and mermaid, “and our newer designs such as our octopus and shell collection are also gaining traction,” says Spokesperson Meagan Ginley. Retailers can design a custom pendant using the destination coordinates or a popular landmark, and it is sold exclusively in that store.

West Coast Sea Glass’ sea glass earrings are purchased by shops about four times more than its other sea glass jewelry items, according to owner Mary Beth Beuke. “We think this is because the oceans tumble our pretty and historical blue and green bottle glass remnants into perfect, small earring-sized pieces.”
Beuke says cobalt blue, cornflower blue and aqua blue sea glass are the most popular colors.

Casual vibes

Josh Astern, Foterra’s founding “fotographer” says they often sell multiples. “In general, our reps relay that ocean-related charms and sea glass continue to be good sellers for their coastal stores with a strong desire for Made in USA.”

Gresham Wholesale’s Maui Collection featuring water-resistant bracelets and necklaces is a bestseller with seaside retailers, according to Gresham Meek, owner and lead designer. “We have several charms to customize your own stack with freshwater pearls, letters, numbers, symbols and hammered balls.”

Lately he is seeing lots of stacking and personalization. “People are wearing multiple bracelets and incorporating special charms that mean something to them, whether it is their initials, a cross, a heart, etc.,” he says. “Another trend is layering necklaces of different styles and sizes.”

Born to Rock Jewelry’s paddle and surfboard necklaces have long been bestsellers, but recently a new collection of beaded necklaces and bracelets are taking the lead. “They are just fun, easy to wear, and the necklaces can be layered with surfboard necklaces adding an extra touch of color.”

EstelleJoyLynn’s beach-themed embroidered tassel beach bracelets are a big hit with seaside retailers, according to mother and daughter team Robin and Shannon Lynn. “Boutiques love how they can choose their favorite bracelet colors, thread colors and choice of letters to create their own custom signature tassel bracelets,” Shannon Lynn says.

While preferences may vary, there is one thing seaside retailers can be sure of, according to ShipShapeStyles’ Ramsdell. “Customers tend to gravitate towards pieces that have meaning for them. Whether it is a specific color or a charm that evokes a memory or experience, customers [want to] feel as though the piece was made just for them.”