Jade rings, once regarded as old-fashioned jewelry favored by grandmothers, have emerged as a popular fashion accessory among people in their 20s and 30s. The trend has gained momentum as celebrities, including BTS’s V and actress Go Youn-jung, have been spotted wearing them. Perhaps driven by their influence, Namdaemun Market has seen a growing number of young shoppers searching for jade rings.
The person who helped ignite the trend was V. On March 21, he took the stage at “BTS Comeback Live: Arirang,” held at Gwanghwamun Square in Seoul, wearing several jade rings in different colors and designs. His styling, which paired green jade rings with other types of rings and layered them against an all-black outfit, attracted attention from fans both in South Korea and overseas.
The trend has also translated into actual purchases. According to the company that supplied V with his jade rings, visits and orders from domestic and international fans surged following the Gwanghwamun performance. Sales of the designs worn by V reportedly more than doubled. Jade ring shops at Namdaemun Market have also been attracting foreign tourists from countries including the United States, the United Kingdom, and France.
Actress Go Youn-jung has also shared a look featuring a pale jade-colored ring paired with silver rings and a bracelet. Lim Ji-yeon likewise showcased a jade ring decorated with a floral motif in the SBS drama “My Royal Nemesis.”
The style of incorporating traditional jade jewelry into contemporary outfits is sometimes referred to as “jade-core.” One of the most popular ways to embrace the trend is to layer several jade rings together or mix them with silver rings, rather than wearing just one thick jade ring.
The trend’s popularity is also reflected in the numbers. According to fashion platform Zigzag, transaction value for jade rings among shoppers in their 20s increased by a remarkable 391% from January 1–20 to July 1–20. Sometrend, a social big data analytics platform, also reported that social media mentions of “jade rings” and “jade bracelets” rose by 126% and 306%, respectively, between March and August.
At Namdaemun Market, shoppers can find a wide variety of jade rings, ranging from products costing just a few thousand won to high-end pieces. Each ring varies in color, pattern, and transparency, allowing customers to choose according to their personal preferences. On social media, users are sharing everything from the locations of jade ring shops and shopping tips to ideas for layering multiple rings.
Sources: Nate