Pets Are Front and Center in These Designers’ Creations

As consumers continually seek ways to customize their jewelry, an increasing number of designers have introduced bespoke pieces that immortalize and celebrate pets. Concurrent with this trend is the recent rise in both pet ownership and the share of owners who consider their pets to be part of the family — 97%, according to a survey Pew Research Center published last year. People are also having children later in life or choosing to remain child-free, further cementing a pet’s role as a valued family member.

Even though animal jewelry dates as far back as ancient Egypt, what makes today’s versions particularly exciting are the different designs and materials that jewelers use to capture clients’ beloved creatures, ranging from gold pendants to crystal intaglios and enameled signet rings.

Dramatic paws

Designers Irene Neuwirth and Francesca Villa overlap in materials but differ in style and execution. Both use reverse intaglio crystals as a primary artistic medium in their respective Pet Portrait and Being Furry collections.

Neuwirth’s coveted Pet Portraits have become a signature of her collection, and she describes them as “elaborate, hand-painted portraits and true works of art. We work with an artist in Germany who carves the crystal quartz and then hand-paints each animal portrait intaglio. Once they are back in Los Angeles, they are set on abalone, mother-of-pearl or opal and [into] our signature 18-karat gold settings, frequently finished with gemstone accents.”

For shoppers who are partial to colorful and memento mori-type designs, London-based brand Cece Jewellery uses its 18-karat recycled-gold pieces as miniature canvases, bringing its whimsical tattoo-like designs to life through the ancient enameling technique of champlevé.

And for those seeking eye-catching yet minimalistic looks, Santa Monica-based fine-jewelry label Āzlee offers customizable necklaces in 18-karat yellow gold that intricately depict the pet’s paw print or a close-up of its texture.

Unleashing creativity

For all the different techniques and styles, one thing remains the same: The pet and its story ultimately drive the designs and the finished piece.

“I usually let the pet itself lead the design,” says Cece Jewellery designer Cece Fein-Hughes. “Each pet comes with a story. For example, Lucky the cat spent her life running over rooftop gardens in New York City — so we designed a miniature New York City skyline in the backdrop. Or another cat was known for its naughty behavior, so we painted some cute little devil horns.”

Some cats are more famous than others. A sketch from one of Cece Jewellery’s social media campaigns turned into reality when music icon Taylor Swift’s longtime friend, model Gigi Hadid, reached out to commission a ring for her. Featuring a painting of Swift’s cat, Benjamin Button, within a circular pearl border, the ring showcases the singer’s favorite number on one side (13) and her boyfriend Travis Kelce’s jersey number on the other (87), both inside Cece’s signature flaming hearts with swords and half-moons. On the inside of the ring is the engraved acronym “TTPD,” for The Tortured Poets Department, Swift’s latest album.

Given the media attention the ring has received, and the way Swifties recently reawakened the friendship-bracelet phenomenon, the performer’s fans may help boost the popularity of pet jewelry as well.

Treasuring memories

As a pet-lover and -owner, Villa had been designing jewelry with vintage dog intaglio crystals for some time before clients began contacting her to commission pieces featuring their own pets. Those commissions led to the Being Furry collection.

“Jewelry has always been about something more precious than the materials,” says Villa. “It is about memories — a time, a place, an achievement, a person. This jewelry allows you to treasure the memories brought to you by your joyful pet.”

Whether it’s a self-purchase or a gift, this trend offers something for everyone. Price-wise, some brands start at $2,800, while others begin as high as $8,500. One thing is certain, though: Consumers are willing to pay to immortalize their furry best friends, often commissioning pieces as soon as the pets come into their lives. Conversely, to commemorate a life lost, they can work hand-in-hand with the designers to celebrate or mourn their beloved pets through bespoke designs.

Today’s jewelry market thrives on personalization, with consumers looking for pieces that reflect their personalities, styles and loved ones. By offering clients a selection of jewelry paying homage to their pets, US retailers can further strengthen and deepen their customer relationships by connecting on a sentimental level.

Main image: Pet Portraits pendants by Irene Neuwirth. (Irene Neuwirth)

This article is from the October-November 2024 issue of Rapaport Magazine. View other articles here.