In the last five years, there was quite an evolution in high jewelry. We praised maximalism through chunky cuffs and statement earrings. We explored better ways to customize our jewelry, and we recognized the benefits of sustainable and ethical transparency, causing a shift to lab-grown diamonds, recycled metals, and traceable gemstones. We also witnessed the polarizing effects of artificial intelligence and how this technology plays a key role in luxury marketing and design. Today’s most sought-after jewelry houses are embracing AI and other technology not as a replacement for detailed craftsmanship, but as a way to find the actual humans who shop for it. In 2026, we expect more cutting-edge improvements that feel deeply in-tune with buyers’ behavior.
With AI now seamlessly integrated into the design process, personalization has moved far beyond just engravings or bespoke services. Algorithms memorize a client’s aesthetic—drawing from past purchases, browsing habits, and social media—to reveal an intimate marketing approach that not only increases sales but captivates the consumer for good. This technology supports the creative process, giving designers an informed starting point for new ideas while keeping customers closely involved in each step. The result is a more engaging experience that strengthens loyalty and leads to jewelry that feels uniquely connected to the people who wear it.
Of course, much of the allure of high jewelry is nuanced—the careful eye, the steady hand, and the shades of meaning—as it shares a story that feels relevant yet somehow age-old. This is the timeless human element that many high jewelers strive to maintain. We know a piece is beautiful when we are inspired to ponder the deeper significance and become wrapped up in curiosity around its origin. New technology is less of a replacement for this human skill, and more of the first steps towards infinite possibility. This is where technology comes alive and reaches territory that humans always imagined but could never fully grasp.
One such technological advancement that opens up this realm of possibility is the 3D printer. This method has become a popular way to bring life and tangible quality to an idea, and it helps test and produce intricate concepts quickly. This is especially important when speed and efficiency are part of the equation, and if high detail is required. With 3D printing, the model is designed digitally and then printed, allowing brands to adjust and finalize prototypes before mass production. This is a cost-efficient method, as it omits the need for human labor and strenuous carving by hand.
Another similar and more niche concept for jewelry that may develop even further in the coming months is sand printing, which utilizes large-scale 3D printers to create sand molds directly from computer-aided design (CAD) software. The high jewelry maison, Boucheron, presented this technique last year with the Quatre Sand Cuff, an eight-layer bracelet which has a polymer glued to black sand in millimeter-thick layers. The process increases strength and durability while maintaining the unique gritty texture of the sand. The final product boasts an air of regality and an undoubtedly commanding aesthetic. This technique alludes to the experimental nature of Boucheron, with practices that are often unconventional and push boundaries.
Other high jewelry labels are using state-of-the-art 3D printers and CAD, too. One of these brands is the iconic jeweler, Graff. The brand’s Oval Diamond Secret Watch offers the beauty of a bracelet with the technicality of a watch. The piece is equipped with a petite octagonal dial, which is hidden behind an emerald-cut diamond. Each diamond is digitally examined using this process of computer-aided design to decipher size, shape, and orientation. In this way, the craftsmen are able to assess the gem on a larger scale and make more precise design decisions. Once the physical item matches the digital mock-up, it’s produced in resin using a 3D printer. The piece includes a striking number of glimmering stones, 44 carats to be exact, and is designed with this kind of precise technology to shed light on the exceptional intricacy.
Other houses are incorporating sophisticated AI to enhance customer experience and increase engagement. Take the luxury powerhouse, Bvlgari, who just last year released their very own Infinito app on Apple Vision Pro. The app takes users through 360-degree videos, an interactive 3D experience, and stories around product creation. This process examines the initial sketch to the final concept with exciting visual elements. Their mythical collection, Serpenti Infinito, pays tribute to the year of the snake. Visionary artist Refik Anadil created a stunning piece for this collection which is available to explore on the app. It brings to life the duality of art and science through stunning use of AI.
Bvlgari also uses AI as a merchandising initiative to promote products and maximize sales and profitability. AI-powered audio snippets are inspired by Bvlgari directors but do not actually include their voices to save time and resources. It paints a picture for the shopper through a sensory experience on website landing pages, like the brand’s colorful and diverse Polychroma collection, which includes a unique blend of visual artistry and sound. By use of interactive storytelling, this experience involves the consumer to connect them to the deeper meaning behind each collection, and in the case of Polychroma, shares the rich tale of Roman roots.
Increasingly, consumers want reassurance that their diamonds are mined responsibly, so technology continues to be put in place around perfecting and refining this process. Diamond traceability is the current technology that supports this ethical transparency. Chaumet, the flagship luxury jewelry brand of LVMH, teamed with Sarine Technologies to provide customers with traceable gemstones. Using the brand’s state-of-the-art Diamond Journey™ software, it traces the diamond’s voyage from its rough stone to the polished gem. All tracking is provided to the customer with a QR code, and even includes an in-depth digital report of the gem’s individual features.
Augmented reality (AR) advertising has become yet another essential tool for luxury jewelry brands who seek next-level engagement. This detailed technique overlays digital content onto the user’s real-world environment, and is used most often in fine jewelry for customers to see what a product could look like on their very own hand. Swiss jewelry brand Piaget uses AR content in a unique way to bring products to life. The campaign, Interact to Discover, reached over 35 million people and included a detailed three-tier approach across social media platforms. Snapchat promoted virtual try-ons, Instagram showcased a gamified filter in 3D, and TikTok saw a special twist—AR with the inclusion of cultural symbols, like the Korean heart, to engage a wider audience.
With advanced jewelry technology as abundant as ever before, experimentation has become a vital part of this process. In the coming months, we expect more ease, less glitches, and an overall tailored experience. The question will remain: Is this even AI? But perhaps this curiosity should excite us, as it means we are evolving and streamlining our processes. The sweet spot is in finding the balance between human connection and digital efficiency. In doing so, we can’t lose the emotional impact of good marketing, and high jewelry becomes a place where tradition and innovation can live together harmoniously.
