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What to Watch: Demi-Fine Jewelry Labels Sustain Growth Momentum, Lure Investors

LONDON — Thanks to Instagram, e-commerce and the growing trend of self-gifting among female consumers, demi-fine jewelry has been one of the most robust sectors in the accessories market. A flurry of brands, the majority of them female-led, were quick to nail down a success formula in the market. It includes sweet-spot price points, direct-to-consumer strategies and social media-fueled marketing — and as a result are seeing rapid growth and catching the attention of investors. Prices range from 80 to 500 pounds for necklaces, 40 to 200 pounds for rings and 65 to 500 pounds for bracelets. And they’re just getting started. With dedicated online communities and fresh investments in hand, these brands are now certain they can sustain the growth momentum by broadening their reach and investing in technology, new categories and the right people. AUrate, a New York-based label that sells both demi-fine and fine pieces using ethically sourced diamonds, completed a $13 million Series A funding last June, which was led by BlueCrest Capital. It was the largest investment in the fine jewelry category to date. The business’ steady, triple-digit growth made the investment a no-brainer, according to the brand’s cofounders, Sophie Kahn and Bouchra Ezzahraoui, “We have three channels and have been

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