What Vogue’s Dopamine Tradition Can Educate Us

What can the jewellery world be taught from trend’s digital dopamine rush? In an age of quick content material, scrolling, and social media stress, even high-end jewellery should adapt. Uncover how right this moment’s dopamine tradition is reshaping advertising and marketing, visibility, and storytelling, and what jewellery professionals can do to remain significant in a world chasing the following click on.

The style world is buzzing, not simply with tendencies however with one thing deeper, or maybe extra fleeting. Marc Bain calls it “dopamine tradition,” a state of fixed stimulation pushed by social media algorithms, spectacle, and content material that triggers a fast hit of enjoyment. It’s altering how we eat every thing from music to films to trend.

And sure, even jewellery.

“A product is principally content material till somebody buys it.”
— Thom Bettridge, editor-in-chief of i-D

Jewellery, as soon as a logo of permanence, now lives a double life: first as a scroll-stopping picture, then as a luxurious object. As soon as bought, it returns to content material once more, shared in selfies, tales, and show-off moments.

This isn’t a nasty factor, however it modifications the sport. Jewellery professionals should assume when it comes to storytelling throughout platforms, making every bit really feel alive earlier than, throughout, and after the sale.

Vogue has lengthy leaned into efficiency — from Bella Hadid’s spray-on gown to surreal runway stunts. Jewellery isn’t fairly as theatrical, however we’ve all seen the rise of gemstone ASMR, casting movies, and viral “making of” reels.

“Vogue is supposed to maneuver individuals.”
— Duran Lantink

Jewellery, too, is supposed to maneuver, not simply hearts however concepts. The problem is: how can we craft content material that grabs consideration and builds connection?

“What’s occurring right this moment is all these algorithms tapped into our addictive behaviour… trend and tradition have been consumed like leisure.”
— Ezra Petronio

Identical to trend, jewellery is caught within the slipstream of tendencies. One week, it’s ‘mob spouse’ glam, the following, it’s ‘coastal grandmother’ pearls. However not like quick trend, jewellery has deeper roots. It’s slower, richer, and meant to final.

Nonetheless, this tradition has educated shoppers to anticipate recent visuals, quick reactions, and novelty. As a model or designer, you’ll be able to’t ignore this. However you’ll be able to reply in a method that fits the essence of your work.

Do this:

• Anchor your items in moods, not simply tendencies.

• Create restricted drops or “month-to-month muses.”

• Provide visible refreshers, with out overproducing.

“If we go quiet for even a day individuals are like, ‘Are you guys okay?’”
— Laura Baker, co-founder, Essx

This quote will resonate with many jewelers right this moment, particularly independents. Social media has made visibility a survival technique. Consistency is vital, however it may possibly really feel relentless.

What helps:

• Batch-create content material and schedule it weekly.

• Use content material pillars (e.g., ‘Stone of the Week’ or ‘From Bench to Magnificence’).

• Repurpose a weblog into 5-10 items of content material throughout platforms.

This isn’t about working more durable, however working with rhythm.

“The engagement that you just’re getting is so superficial and so momentary… it’s not, in the long term, what you imagine ought to be necessary.”
— Robert Triefus, CEO of Stone Island

This may be the guts of it. Likes are good, however they don’t construct legacy. Jewellery doesn’t simply promote; it sticks. In recollections. In tales. In milestones.

So how can we transfer from consideration to affection?

Concepts:

• Share your values, not simply your visuals.

• Embrace your viewers within the course of: polls, suggestions, behind-the-scenes.

• Create house for slower content material, lengthy captions, Substack letters, and YouTube storytelling.

Allow them to know what you stand for. Allow them to bear in mind you.

Jewellery will not be a meme. However it may possibly shine in a meme-filled world.

The lesson from dopamine tradition isn’t to repeat trend’s tempo. It’s to perceive the present and resolve how you can swim by it with out dropping your self.

Let jewellery be the calm within the scroll.
The pause within the chaos.
The factor that also issues, even after the thrill fades.

💡 Credit score The place Credit score’s Due

This text was impressed by Marc Bain’s piece for Enterprise of Vogue,
“How Dopamine Tradition Rewired Vogue,” revealed July 2025.
Full credit score to Bain and BoF for bringing these dynamics to gentle.