Advertisements are an insightful look at the past, giving us a perspective of a time now gone and former trends. We took a look at trends from every decade of the 1900s to get a period appropriate look at the most important jewelry styles of the century.

1900s and 1910s

During the Edwardian and Belle Epoque era of jewelry, designs moved towards lighthearted and delicate, with diamonds in whimsical platinum settings a favorite among the best jewelers. The use of platinum allowed for more intricate and artistic designs like lace, filigree, flowers and garland style jewelry. Simple strands of pearls were also favored for their rarity and elegance.

The ’20s and ’30s

The ’20s and ’30s were most defined by the Art Deco era of jewelry. Inspired by the machine age and architecture of the time, art deco jewelry was the opposite of the whimsical designs of the Belle Epoque era. Shapes were geometric and symmetrical, complimenting the fashions of the ’20s. Brightly colored gemstones often served as a contrast to diamond designs in platinum settings.

The ’40s and ’50s

During the ’40s and ’50s, during the retro era, jewelry became more modest partly due to a lack of materials. Wartime austerity measures meant that jewelers had to become more creative with less. Precious gemstones were used less commonly, and instead, bold semi-precious stones were preferred. Gold was used in place of platinum, and typically with a polished finish.

The ’60s and ’70s

During the ’60s and ’70s, jewelry designs were offbeat and more eccentric than decades previous. Echoing the vibrant fashions of the era, the jewelry was brightly colored and made from unusual materials. Inspiration was found in the East, with many jewelers inspired by colorful and elaborate Indian design. During this era, gold was still primarily used in jewelry design.

The ’80s and ’90s

Jewelry during the ’80s and ’90s is typically described as contemporary. Polished gold, sculptural design, geometric shapes and sleek lines defined jewelry design during this era. The designs were also more conservative than pieces from the ’50s and ’60s as women entered the workforce in larger numbers. During the ’90s, more emphasis was placed on the ethical sourcing of gemstones and precious metals.