Creating Pearls

From overseas suppliers I often hear the same tension: in Europe, price dominates decision-making, while in the US tariffs add constant pressure on margins. The market feels trapped. There must constantly be something new, yet it cannot cost anything.

Why must there constantly be something new? Manufacturers naturally want to develop new products. That puts bread on the table. Importers and wholesalers want to buy these products as cheaply as possible. That also puts bread on the table. And the consumer? The consumer still wants to find a pearl. That is, in broad terms, the tension we are all navigating right now.

And alongside this, an even bigger question arises: what else do we want to invent? Is the world not already saturated? Step into a concept store in Paris, a shop in Zeeland or a thrift store here in Zwolle. Everywhere you go, the most beautiful products are already on display. Everything already exists. My own cellar is proof of this: full of pots and vases that I never throw away. Sometimes I bring one back upstairs and place it on the table again. Accessories like these do not wear out. Unlike fast fashion, hardline products such as vases, bowls and ceramics remain functional and meaningful for many years.

For me as a trend forecaster, this only makes the challenge greater. How do I still create a new story that encourages my clients to take new steps? What can truly be considered new? Should we really keep filling the world with even more products, or does innovation lie in rediscovery and in giving existing things new meaning? It is a dilemma. Companies often ask me: which new pearl should I have two years from now? It is a difficult question. Because on the one hand, the market runs on novelty and volume, but on the other hand, sustainability is becoming ever more urgent. Where is the balance? The answer may lie not in more, but in smarter, in sustainable, and in collections that are truly relevant.

Meanwhile, the consumer continues to experience a constant urge to find that one special pearl. And they are willing to spend money on it. An object that radiates uniqueness and says: this is mine, this is me. And above all: I can share it. TikTok, Instagram or whichever platform – it seems to be all about showing what you have found. That also explains the fascination for expensive vintage design: Hermès and Louis Vuitton bags, Prada sunglasses, or other luxury accessories. The younger generation, who often still live with their parents in the Netherlands and therefore do not have high housing costs, spend relatively easily on such items worth at least 1,500 euros. These luxury items become their stage, their way of showing value and identity.

And speaking of TikTok, Instagram or any platform: today visibility itself has become a major challenge. We live in a world overflowing with images, videos and content. Instagram, TikTok and countless webshops push thousands of impressions every single day. How do you still stand out in this flood? In Milan we saw one striking answer: red, orange and fuchsia applied across walls, floors and entire interiors. It was a scream for attention, a way to claim the stage. This is the essence of Magna Forma, a theme from my trend book (Spring Summer 2027) in which monumental gestures are used to remain or become visible.

What does your company do to be seen, to stay visible, to stand out? A single pearl is not enough to keep a business running. Consumers want options, they want to discover their own pearl. Dare to choose. The answer is not flooding the world with endless products, but developing unique collections that distinguish you from the rest. Collections that carry meaning and tell a story, helping the consumer to recognise their desired pearl.