The Rise of Demi-Fine Jewellery
Jewellery has always carried meaning: a way to mark occasions, express identity, or simply add beauty to everyday. For decades, the market was divided into two worlds: costume jewellery, affordable but short-lived, and fine jewellery, precious but often priced out of reach. Then came a new middle category: demi-fine jewellery.
Over the last ten years, demi-fine became the buzzword of the industry. It wasn’t exactly cheap throwaway jewellery, but it wasn’t high luxury either. Brands like Mejuri, Missoma, and Monica Vinader made the term mainstream, appealing to younger shoppers who wanted something more enduring than plated brass but less intimidating than Cartier or Tiffany. But what exactly is demi-fine, and why has it resonated so strongly?
What Is Demi-Fine Jewellery?
Demi-fine jewellery is most often made from sterling silver coated in a layer of gold, either gold vermeil (a thick plating over silver) or regular gold plating. Technically, anything gold-plated — even brass or steel — can fall into this category.
The idea is simple: jewellery that looks and feels like fine jewellery but at a price point closer to fashion jewellery. It feels elevated and personal, without demanding the financial commitment of a diamond bracelet or 18k solid gold chain.
What changed in 2016 was the language. Net-A-Porter coined ‘demi-fine’ to make plated jewellery feel like an intentional category rather than a compromise. It captured the idea of pieces that looked elevated and precious, but sat at a more accessible price point than traditional fine jewellery.
In other words, demi-fine was the first real attempt to bridge the gap between disposable fashion jewellery and heirloom fine jewellery. And it worked, for a time.
Why Did Demi-Fine Jewellery Become Popular?
The rise of demi-fine coincided with the growth of the direct-to-consumer model. Suddenly, brands could market directly online and on Instagram, bypassing the traditional gatekeepers of luxury.
For a generation tired of jewellery that tarnished after a few wears, demi-fine felt like the answer. It was affordable, minimal, and marketed for everyday life. Pieces were styled with jeans and t-shirts, not just cocktail dresses, which shifted the perception of jewellery from “special occasion” to “something you live in.”
It also met the cultural moment. Younger shoppers valued storytelling, transparency, and aesthetics that felt more approachable than their parents’ fine jewellery. Demi-fine positioned itself as modern, democratic, and lifestyle-driven.
The Drawbacks of Demi-Fine
Demi-fine answered many needs, and can work well for bold, statement pieces. But it also introduced compromises. Gold plating, no matter how thick, will eventually wear down. Over time, the “everyday” promise doesn’t always hold up.
For many people, demi-fine became a gateway: a first step into valuing quality jewellery, but not necessarily the final destination. After a few years, shoppers began asking: Why not invest in pieces that don’t fade, chip, or need replacing?
This is where the first “bridge” showed its limits, and a new gap began to open.
Fine Jewellery: The Other End of the Spectrum
Fine jewellery is defined by its materials: solid gold (9k and above), platinum, or other precious metals, often set with natural gemstones. These pieces are designed to last a lifetime. They don’t fade, they don’t peel, and they often become heirlooms passed down.
For years, fine jewellery was positioned as luxury: rarefied, aspirational, and often inaccessible. It was a world of high markups, velvet boxes, and occasion-only purchases. This exclusivity, while powerful, left a gap for consumers who wanted permanence without the pomp or the prohibitive price point. Everyday pieces, by contrast, were often an afterthought within the fine jewellery offering.
The Space Between
That’s where the rise of demi-fine is most interesting. It didn’t just create a new category; it reshaped consumer expectations. Shoppers began to expect their jewellery to be wearable and part of their daily lives.
This opened up a new gap: jewellery that carries the ease and accessibility of demi-fine, but the permanence and integrity of fine jewellery.
The new frontier, and the space Namiri occupies, is jewellery that carries the mindset of demi-fine: approachable, everyday pieces, but made with the materials of fine jewellery. Solid gold pieces that don’t ask for compromise, designed to be lived in rather than saved for special occasions.
Jewellery for Living In
The lesson from demi-fine’s success isn’t that people want “halfway” quality. It’s that people want jewellery that fits their lifestyle: pieces that become quiet staples, reliable bases for their personal style, and companions to their everyday rituals.
For the intentional chic consumer, jewellery isn’t about excess. It’s about building a foundation: earrings you never take off, a chain that layers with everything, a bangle that feels as natural as a watch on the wrist. These aren’t “statement” pieces. They’re quiet pillars that make space for fashion choices around them.
Final Thought
The rise of demi-fine jewellery opened a door. It proved that jewellery could be accessible, wearable, and part of daily life. But as the category matures, the real desire is for longevity: pieces that last as long as the stories they hold.
This is where Namiri positions itself: in the space between compromise and extravagance, where fine jewellery is reimagined as something you live in. That’s the space between demi-fine and luxury: quality-first, intentional, and no compromise.