As with most jewelry classics, tennis bracelets never go out of style, but it does change. This trend began in the 70s of the 20th century when tennis superstar Chris Evert made a name for himself by wearing diamond bracelets on the court, and over the years, the trend has evolved. Round, colorless, bezel-set diamonds are always the best choice for tennis bracelets, but the recent craze for adding color has once again proven the style’s classic status.
“We love the look of colorful tennis bracelets that people wear every day,” says Jenny Klatt, co-founder of Jemma Wynne, a New York-based jewelry manufacturer. “We thought it was an opportunity to incorporate color and add a gem-like fun touch to someone’s look. These gemstones don’t need to match someone’s outfit exactly, but they can be sold as a neutral silhouette, just with a pop of color that goes well with anything.”
Her company’s latest styles feature a wide range of gemstones from tsavorites to sapphires and emeralds – classics in their own right. Some have different gemstone sizes, which again is out of the design code box for this category. “While we love the uniformity of the stones in our tennis bracelets, we also add our own style by offering a version that has a large colored gemstone in the center or half one color and half another,” says Krat. “They still have a classic tennis feel but with the added pop of color.”
Attractiveness of the High-End Market
Josh Arazi, vice president of Arazi Eternity, a New York-based jeweler, said the market for colorful tennis bracelets is primarily for older shoppers. “These buyers are more sophisticated, they have amassed a rich collection of diamond jewelry and are ready to explore their own style. ”
The company’s bracelets are on the higher end of the spectrum, ranging from $20,000 to $1 million. A prime example is the setting of emerald-cut rubies and emerald-cut diamonds in platinum, which cost $130,000. “We innovated in the placement of diamond-to-gemstone proportions as well as in our non-alternating patterns, as seen in our ruby and diamond bracelets,” Arazi comments.
Another example is this diamond set with a pear-shaped Fancy Yellow diamond that sold for $180,000. But he said pink was the real winner this year because “it’s best suited to modern design.” An Arazi bracelet featuring 14 carats of emerald, pear-shaped, and oval-cut pink sapphires in east-west settings sells for $30,000.
Multiple Options
Even colorless diamonds are increasingly being used for non-round shapes. “Mixed diamond cuts are popular right now, as are blends of diamonds and colored gemstones,” says Maria Carola Piccchiotti, marketing director at Italian jeweller Picchiotti.
Her sales preference is to offer a wide range of styles, colors, and price options so that people “don’t feel compelled to buy something they’re not 100 percent sure about,” she said. “It’s helpful that our bracelets are proprietary and scalable, so they can fit most wrist sizes. ”
The best way for Arazi to sell colorful tennis bracelets” is to talk about beautiful colors that are really personal. No two pieces are truly the same.”