By  on August 27, 2019

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.

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