Five Jewelry Brands You Should Be Paying Attention To in 2025

Image Credit: Amy Shamblen

The key to growing your business is getting people talking about your brand. After all, this can help to enhance your reputation and build your customer base, while practically allowing marketing to take care of itself.

However, when you’re working within a crowded market, such as jewelry, it can be hard to know how to gain this kind of traction. Fortunately, competitor analysis can help you figure out how to get people talking about your brand, as it shows you what they are doing right. 

This way, you’ll better understand how to keep your customers happy (and get them raving about your brand), while also scouting potential gaps in the market. With that in mind, here are five jewelry brands you should be paying attention to in 2025.

1. Rare Carat

Rare Carat is America’s leading brand for diamond jewelry. This means that anyone wanting to succeed within the jewelry industry should be paying attention to this fast-growing diamond marketplace. 

What they are doing right: Putting their customers first.

The truth is, there’s a lot that Rare Carat is doing right. However, their biggest selling point is their commitment to customer service. 

For example, they have close to 3,000 5-star reviews on Trustpilot and over 3,400 on Google. In addition to this, they consistently achieve the highest customer satisfaction ratings for diamond ring purchases, such as engagement rings and wedding bands. 

There are many different ways in which they showcase their commitment to their customers. For example, they increase consumer confidence by offering personalized assistance every step of the way, including completing expert reviews of the diamonds ahead of time. This means that customers feel much more confident making big purchases, even though they have not seen the product in person. They also offer a 30-day money-back guarantee in the event that a customer is unhappy with their purchase. 

By putting their customers over profit, they’re building a reputation that speaks for itself. This means that they are likely to stand the test of time moving forward.

2. Brilliant Earth.

Brilliant Earth is a fast-growing jewelry company, focusing on sustainability and fine jewelry. However, they are best known for their engagement ring and wedding band collection.

What they are doing right: Influencer partnerships.

In the modern age, influencer partnerships are a great way to increase your brand’s exposure. This is because 69% of shoppers trust influencers' recommendations, meaning they are more likely to check out a brand after an influencer has recommended it to them. 

This is clearly something that the marketing team at Brilliant Earth understands, having already collaborated with influencers and celebrities across all niches and age brackets. This includes Charli D'Amelio, Bridget Bahl Chioda, and Jourdan Sloane, alongside mainstream celebrities such as Mindy Kaling and Jessica Alba. By working with influencers across niches, they are spreading their net far and wide, meaning they’re capturing the attention of a much wider audience.

In addition to this, Brilliant Earth is also scoring major points for its commitment to sustainability and ethically sourced or lab-grown diamonds, something that many consumers are starting to consider a priority.

3. Mejuri. 

Mejuri is an international jewelry brand that stocks a wide range of products for everyday wear. This includes earrings, rings, necklaces, and bracelets. Like Brilliant Earth, they often partner with influencers, including athletes such as Emma Navarro. 

What they are doing right: Products for every budget.

Mejuri was founded on the belief that fine jewelry should not be reserved for special occasions, especially when it can bring joy and confidence to your day. As a result of this, they stock products to suit every budget, whether you’re looking to splash the cash or are on the lookout for something a little more affordable. 

This means that they are appealing to the masses with their products, and that customers can easily recommend their brand to others, no matter the occasion. In the current climate, many shoppers are also on the lookout for brands that prioritize affordability, as paychecks don’t seem to stretch quite as far as they used to.

4. Catbird. 

Catbird is an international jewelry brand known for creating simple, timeless pieces. However, its bestsellers tend to be part of its 14k gold range, which contains a range of necklaces, bracelets, and earrings.

What they are doing right: Keeping things simple. 

While some consumers prefer unique pieces, many people want to find jewelry that compliments their current style, rather than clashing with it. This means that the items can be worn every day, as opposed to becoming statement pieces that can only be pulled out on special occasions. As such, by focusing on classic, timeless styles, Catbird ensures that it is catering to as wide a demographic as possible. 

However, they also ensure that they are continually adding to this range to avoid becoming stale or boring. They simply make sure each product aligns with those that they have previously brought to the table, offering the kind of consistency that customers love. 

5. Ordania.

Ordinia is a family-owned solid-gold jewelry brand. They offer a complementary warranty on all of their products, alongside free shipping and returns. 

What they are doing right: Niching down.

By focusing solely on gold jewelry, Ordania presents itself as a leader within that specific niche. This makes it much easier to win over potential customers, who want to make sure that they are spending money on products that they can trust.

Over time, this means that they’ll become the go-to brand for this kind of product, as it wouldn’t make much sense to shop anywhere else!

Final Thoughts. 

While you should by no means attempt to copy your competitors, being aware of what they are doing right (and wrong) allows you to put your best foot forward. After all, it means that you better understand both your customers and the market you are operating within, making success that much easier to grasp.