Manchester shoppers have once again proved why the city is one of Britain’s most fashion-forward destinations, topping the charts as the most eco-conscious consumers when it comes to their purchasing decisions. According to new research by jewellery brand Azora, 51% of Mancunians surveyed either actively seek out sustainable brands or carefully consider a company’s environmental credentials before buying. A further 18% expressed a preference for eco-friendly shopping but noted that their budgets sometimes limit their choices.
The Rise of Thoughtful Consumption
Azora’s findings come at a time when a growing number of millennials are moving away from mass consumerism, instead embracing a “fewer, finer” approach to fashion. With a third of Brits ditching impulse buying in favour of quality, longevity and sustainability, the days of trend chasing seem to be fading. Shoppers are prioritising versatile, durable pieces over fast fashion, proving that less really is more.
Jewellery: A Shift Towards Timeless Pieces
This more intentional shopping mindset extends to jewellery, with 61% of Manchester shoppers valuing versatility as a key factor in their purchasing decisions. Additionally, a quarter of respondents estimated their jewellery collections to be worth £1,000 or more, highlighting the shift towards investment pieces that stand the test of time rather than fleeting, trend-driven purchases.
Consumer expert Kate Hardcastle MBE believes this movement represents a broader cultural shift. She explains, “In a world where everything can be copied, pasted, filtered and mass-produced, there is a growing hunger for the original, the hand-touched, the meaningful. Jewellery sits right at the heart of that analogue revival.”
Hardcastle likens this return to craftsmanship and individuality to a resurgence in vinyl records and handwritten journals—a push towards tactility and authenticity in an increasingly digital world. For shoppers, jewellery is more than an accessory; it’s a personal statement chosen for its sentimental value, artisan quality, and timeless appeal.
Helping Shoppers Make Sustainable Choices
To support those looking for high-quality everyday jewellery, Azora has launched the ‘fewer, finer’ quiz, a guided tool designed to help individuals curate their own jewellery capsule collections. With shoppers increasingly prioritising sustainability and meaningful purchases, Manchester continues to set the standard for conscious consumerism.
As fashion evolves, the city’s shoppers prove that style and sustainability can go hand in hand. Will other UK cities follow Manchester’s lead? The answer remains to be seen but one thing’s for sure—the future of shopping is looking more mindful than ever.
