Name and Initial Necklaces, Birthstone Jewelry Surge with Gen Z, Millennials

Searches for "custom name necklace" and "personalized ring" increased 37% year-over-year in 2024, and the U.S. jewelry market was valued at USD 78.40 billion in 2024 with a projected rise to USD 97.62 billion by 2030 at a 3.72% CAGR, underscoring a renewed appetite for name, initial and birthstone jewelry. Kaleyastudio reported the Google Trends figure, and Finance Yahoo cited Research and Markets for the market sizing and projection.

Millennials and Gen Z account for the bulk of those purchases. Sairahaz, citing IBISWorld data in its material, lists Millennials ages 27 to 42 as 45% of custom jewelry buyers and Gen Z ages 18 to 26 as 35%, while Gen X and Baby Boomers 43 and older make up 20%. Kaleyastudio also cites Jewelers of America 2024 research showing 63% of Millennials and Gen Z prefer brands offering bespoke or customization options, and Sairahaz reports women represent 70% of custom buyers versus 30% men.

Buyers are choosing a defined set of products. Kaleyastudio’s "What They're Actually Buying" inventory names initial and name necklaces in both delicate script and bold statement executions, birthstone rings, pendants and earrings, zodiac constellation pieces, engraved rings and bracelets with dates or coordinates, and custom charm combinations for necklaces and bracelets. Argent-asher’s product categories mirror that range, with listings for Diamond Name Necklaces, Gold Name Necklaces and Initial Necklaces alongside Zodiac Jewellery and Bespoke options.

Design shifts are explicit for 2026. Argent-asher notes consumers want "bolder fonts, layered styling, birthstone accents and identity-led scripts," and states, "Name necklace trends for 2026 are still being driven by the same thing they always were: identity." The retailer also calls out Arabic name necklaces as a specific subcategory, while Kaleyastudio contrasts delicate script pieces with chunky hardware and oversized hoops in its Gen Z-Inspired Starter Collection.

Major brands and retail channels are adapting. Tiffany & Co. and Pandora have expanded personalization offerings to include customizable charms, birthstone jewellery and engraved wedding bands, which Kaleyastudio and Finance Yahoo describe as significant revenue drivers. Finance Yahoo further reports the ring segment captures more than 43% of market share and that diamond categories show the fastest growth, even as unbranded and offline segments continue to dominate overall sales. At the same time, Finance Yahoo and Kaleyastudio note a rise in online-only jewelry brands that cater to younger shoppers.

Social media formats are a measurable sales engine. Kaleyastudio observes that formats such as "What's in my jewellery box" and "What my jewellery means to me" consistently go viral on TikTok, driving discovery and sales, and Sairahaz lists Instagram, TikTok and Pinterest as key platforms influencing purchases. Argent-asher links the category back to pop culture, writing, "Carrie Bradshaw’s name necklace in Sex and the City is still the reference point people bring up."

Sustainability and price anchor purchasing choices. Kaleyastudio recommends a sustainable option of lab-grown gemstone pieces or recycled metal jewelry in its starter collection, Finance Yahoo names lab-grown diamonds and ethical sourcing as growth drivers, and Sairahaz highlights Gen Z’s preference for affordable, high-quality personalized pieces under $250, even suggesting Sairahaz Jewelers for budget-friendly options. Kaleyastudio sums up the angle with a consumer-facing admonition: "Remember: These trends aren't about age. They're about approach. Whether you're Gen Z, Millennial, or Gen X, incorporating values-driven, versatile pieces that express your authentic identity works at any age.