It is the jewellery trend that has had many a middle-aged woman running off to her local piercing bar – mix ‘n’ match studs.
Delicate stud earrings that can be sold singly and mixed or matched at the pleasure of their owner have been winning sales for jewellery retailers and brands. This is an extension of the trend for asymmetrical earrings – shoppers no longer wish to be dictated to about what makes for a great pair of earrings, they want to make their own decisions.
Stores, such as US retailer Stone & Strand, have been actively encouraging customers to be playful with stud selection by curating dedicated sections on websites, or in stores, of single studs, as well as suggesting that pairs of earrings can be interchangeable too.
Stone & Strand is promoting the mix 'n' match trend on its site
Mix ‘n’ match studs also tap into the trend for multiple ear piercings, which is not just a fashion for the young. Many mature consumers are reliving their youth and indulging in additional piercings, and filling these piercings are mismatched miniature studs.
Missoma has a great selection of studs that are sold singly
So popular is this trend that British jeweller Dinny Hall has built an entire retail concept around it called the Singles Bar. The Bar displays the brand’s silver stud earrings, which are sold individually, and staff – rebranded as Matchmakers for this purpose – are on hand to help shoppers make their selections.
Dinny Hall has built a retail concept round this trend called The Singles Bar
London department store Liberty has taken the concept one step further by introducing a piercing bar run by New York jeweller and celebrity piercer Maria Tash, which caters to a well-heeled clientele. Shoppers can retreat to a private room in Liberty where they will have a piercing made by a member of Maria Tash staff and then choose from the brand’s selection of ornate studs and hoops, some set with diamonds.
Celebrity piercer Maria Tash has opened at Liberty in London
This is a great trend for many reasons: The mix ‘n’ match element creates a collectability that makes for great repeat purchases; it is a fun way to sell jewellery that will engage younger shoppers as well as appeal to more mature clients; and it has great flexibility – cater to different tastes and budgets by curating an offer that ranges from affordable silver studs to precious diamond and gold designs.