Gen Z-favored jewelry brand Ana Luisa is raising prices, citing tariffs
Jewelry brand, Ana Luisa, a favorite of Gen Z shoppers because of its affordable prices, sustainable manufacturing goals and socially-responsible practices, informed customers that it will be raising prices, beginning next week, because of tariffs.
In an email to customers over the weekend, Ana Luisa’s cofounder and CEO David Benayoun wrote: “As you may have seen in recent news, new tariff measures in the United States are about to take effect, driving up costs across industries—including jewelry. With gold prices already at an all-time high, our industry is especially impacted. We’ve been absorbing rising costs for some time now—without raising our prices—but these new tariffs make price adjustments unavoidable.”
President Donald Trump last week announced new sweeping global tariffs on goods coming into the United States that included 10% universal tariff on all imports, with some countries subject to much higher rates.
Industry watchers said consumers should soon expect to pay more for a wide range of merchandise that the US regularly imports from countries hit with the higher-tariff rates. Tariffs are generally paid by the entities that import the goods but businesses can decide to share the burden of those additional expenses with shoppers who ultimately buy the imported products.
“Notable examples include toys and video games, computer parts, clothing and smartphones,” Chris Rogers, head of supply chain research with S&P Global Market Intelligence, wrote in a note last week.
The jewelry industry is also on edge.
According to JCK Magazine, a trade publication for the jewelry industry, the global nature of the jewelry business — with both raw materials and finished products sourced from a number of countries including China and India - make it particularly exposed to the new widespread tariffs.
If they’re unable to absorb them, jewelry retailers might be pressured to pass some or all of the tariff burden onto consumers through higher prices.
New York-based Ana Luisa is doing just said, and being upfront about it.
“Starting April 9, we will be increasing prices on select items. Adapting to these rising tariffs is essential to maintaining the exceptional quality and craftsmanship you deserve. Rest assured, we’re working closely with our suppliers to keep prices as affordable as possible,” Benayoun’s email said.
The risk is that the move will turn off price-sensitive younger shoppers.
“We've seen Gen Z shoppers tell us that apparel and accessories is one of the key areas they'd cut back on if they needed to bring their overall spending down,” Julie Craig, a retail expert and vice president of shopper insights with Kantar Retail, told Bagable.com. “Nearly two-thirds of Gen Z tell us that they are going to have to be really cautious about their spending over the next few months while they watch how all of the tumult turns out.”
Edahn Golan, an independent jewelry industry analyst and founder of Diamond Research & Data, said that when prices rise, jewelry shoppers in the US tend to spend more or not at all.
“Usually they won't spend much more because this expenditure is tied to their discretionary income,” he told Bagable.com.
Founded by Benayoun and Adam Bohbot, Ana Luisa launched as a direct-to-consumer accessible (prices range from $40 to under $500) and high-quality jewelry brand in 2018. The business opened its first retail store in New York City’s SoHo neighborhood in 2023.
The brand sells a mix of fine and fashion jewelry and also uses recycled brass and gold. A majority of Ana Luisa’s sterling silver products are made with recycled sterling silver. The company said its recycled jewelry items (made with ethical sourcing and sustainable practices) are produced in Mexico, China, and Italy, and are Responsible Jewelry Council (RJC) COC Certified.
Bagable.com reached out to Ana Luisa for additional comment.
Good piece and advice gen x. Woi
UID they go for lower brands.