What jewellers really want from packaging: our takeaways from The Jewellery Show 2026

By Rodney Hoare, director at Odillo

There was a real buzz around The Jewellery Show at Olympia London this year, and for Odillo, it was our first time exhibiting at the event.

We spent a few days showcasing some of the packaging projects we’ve developed, meeting people from across the industry and having some really interesting conversations about what brands are currently using, what’s working - and in many cases, what isn’t.

We spend a lot of time working with jewellers on their packaging, but being at the show and speaking to so many visitors in a short space of time gave us a really good insight into what’s on their minds right now.

A few clear themes came through in those conversations. Jewellers want their packaging to feel more considered. Many are looking beyond stock boxes and off-the-shelf packaging solutions and want something that reflects who they are, rather than relying on something that could belong to any jeweller.

For me, that was one of the most interesting things to come out of the show. Packaging for jewellers is no longer just about finding a box that does the job. It’s about creating something that feels like a true extension of the brand.

Moving towards a signature style

One of the clearest themes we kept coming back to was the idea of having a signature style.

A number of the brands we spoke to were looking at how they could create greater consistency across their packaging, particularly when they had been relying on off-the-shelf solutions.

We heard from jewellers experiencing issues with certain packaging lines being discontinued, which can make it difficult to maintain a consistent look over time. Others were reaching the point where their existing packaging no longer reflected where their brand had grown to, or where their boxes, bags and other packaging extras no longer felt like part of the same suite.

Some of the comments we heard were: “We need to revamp our packaging”, “We’ve bought the same boxes for 15 years”, and “We need to sit down, invest the time and elevate the packaging touchpoints.

That really resonated with me. Packaging can easily become something that sits in the background while a business focuses on its products, website and retail experience. But for jewellery brands, packaging is part of the experience for customers buying and receiving something special.

As jewellers become more established, there is a growing opportunity to move away from generic, off-the-shelf packaging and create something distinctly theirs. It doesn’t necessarily mean starting from scratch with every box. It can be about curating materials, refining designs and bringing each packaging touchpoint together so it feels consistent.

It’s not just about how it looks

Aesthetics were naturally a major focus of the conversations we had, but functionality was just as important. Jewellery packaging needs to look good, but it also needs to work across different products and different customer journeys.

One of the products we showcased on our stand that generated a lot of interest was our universal boxes with interchangeable inserts for rings, pendants and earrings. The flexibility of using one box format across different jewellery pieces clearly appealed to brands looking for a more streamlined approach.

It’s a good example of how thoughtful design can solve a practical problem while still creating a more elevated experience. You don’t necessarily need a completely different box for every product to make the packaging feel considered.

Our reusable felt bags also caught the eye of a lot of visitors. They’re a simple way to elevate the gifting experience while leaving customers with something they can reuse beyond initial purchase.

The unboxing experience

Improving the unboxing experience was another key focus for the brands we spoke to. In particular, we heard conversations around moving away from generic shipping boxes and looking at how e-commerce packaging could feel more like an extension of the brand.

It’s another opportunity to bring that signature style through - making sure the experience of receiving a piece of jewellery feels as considered as the product itself.

Considered design and sustainability have to work alongside the product

Sustainability was another key driver for brands reconsidering their packaging. We saw interest in our more budget-friendly ring box solutions that are 100% paperboard-based, although it was clear that there isn’t a one-size-fits-all solution for every jewellery brand.

At the same time, there is still demand in the jewellery sector for luxury packaging for more expensive pieces that may become timeless family heirlooms and deserve a beautiful, long-lasting box.

In those cases, packaging is part of the value of the product. Premium materials such as PU leathers, faux suede and microfibre, alongside designs such as snap-shut boxes, can help create that sense of occasion and longevity.

I think the important thing is that sustainability needs to work alongside the product. The right solution depends on the jewellery, the brand, the customer and how the packaging is going to be used.

Looking ahead

Coming away from our first Jewellery Show, my biggest takeaway is that jewellers are ready to think differently about their packaging.

The jewellery market is very traditional, but there is so much opportunity for brands to establish their identity further. Whether it’s in-store packaging or e-commerce packaging, there are opportunities to create a signature style, and it doesn’t need to be restricted to the larger global retailers.

My advice to jewellery brands would be simple: create your signature style with Odillo.

As a trusted packaging advisor, we help brands through that process, from choosing the right materials and formats to bringing the different touchpoints together. The end result can be really rewarding - a packaging range that feels consistent, considered and unmistakably yours.

That was probably the most encouraging thing about exhibiting at The Jewellery Show for the first time. There is a real opportunity for jewellers to elevate their packaging, and we're looking forward to helping more of them do it.