The rise of jewellery advent calendars

Christmas in the UK is a time of twinkling lights, mince pies and the ever-popular tradition of counting down to the big day with an advent calendar. While chocolate-filled calendars have long been a staple, a dazzling new trend is taking hold: jewellery advent calendars.

These glittering countdowns offer a daily dose of sparkle, transforming December into a month-long celebration of style and surprise.

Here, the Christmas.co.uk team unwraps the world of jewellery advent calendars, highlighting some of the best options and point to suppliers catering to children, women and men.

What are jewellery advent calendars?

Jewellery advent calendars are a festive fusion of tradition and luxury. Unlike their chocolate or toy-filled counterparts, these calendars feature 12 or 24 compartments with each one containing a piece of jewellery – the 12 day offerings tend to have a number so you can use it as a countdown to the big day, as this Joy jewellery advent calendar illustrates.

The calendars tend to contain earrings, necklaces, bracelets, rings or charms, often crafted from materials like sterling silver, gold-plated metals or adorned with gemstones.

Some are themed around Christmas with snowflakes or stars, while others offer versatile pieces wearable year-round.

The appeal of these calendars lies in their dual purpose: they’re both a countdown mechanism and a gift that keeps on giving.

According to Google Trends, searches for ‘jewellery advent calendars UK’ have risen by over 40% in the past five years, reflecting a growing appetite for these treasures.

They’re marketed as a premium alternative to traditional advent calendars, often boasting a total value far exceeding their price tag which makes them a savvy investment for jewellery lovers.

Why do people give jewellery advent calendars?

Jewellery advent calendars have soared in popularity as Christmas gifts for several reasons.

First, they combine the excitement of daily surprises with the lasting joy of wearable keepsakes.

A 2024 YouGov survey found that 33% of Britons buy advent calendars annually, with 21% pointing to the ‘excitement of surprises’ as a key motivator.

We think that jewellery takes this thrill up a notch, offering tangible, long-term value over fleeting treats like chocolate.

Second, they’re a thoughtful, luxurious gesture and the recipient will get to enjoy wearing the jewellery for years to come.

In a season where personalisation reigns supreme, many calendars allow buyers to customise elements like initials or birthstones, adding a bespoke touch.

They’re perfect for showing affection to partners, siblings or friends without the pressure of a single, high-stakes gift.

Let’s also appreciate too that they tap into the UK’s love for jewellery.

Mintel’s 2024 UK Jewellery and Watches Retailing Market Report revealed that the market hit £6.2 billion, with personalised pieces driving growth.

Gifting a jewellery calendar aligns with this trend, offering recipients a curated collection to cherish beyond Christmas.

The history of giving jewellery advent calendars?

The advent calendar dates to 19th-century Germany, where Protestant families marked the days to Christmas with chalk lines or candles.

By the early 20th century, printed calendars with doors emerged, often featuring pictures or Bible verses. Chocolate-filled versions arrived in the 1950s, cementing their place in British homes.

Jewellery advent calendars, however, are a modern evolution.

While exact origins are hazy, their rise parallels the diversification of advent calendars in the 21st century.

As beauty calendars gained traction in the 2010s, with the likes of Liberty London’s iconic offerings, jewellery brands saw an opportunity.

Missoma, a UK favourite, launched its first advent calendar in 2021, selling out instantly and sparking a trend. Other brands, such as Astrid & Miyu and Abbott Lyon joined the fray.

What do people buy?

Jewellery calendar purchases vary widely, reflecting diverse tastes and budgets. The key trends are:

12-day vs 24-day: Around 60% of searches favour 12-day calendars, which is probably due to lower costs (typically £50-£150) versus 24-day options (£100-£600+). Brands often offer both to cater to different price points

Materials: Sterling silver- and gold-plated pieces dominate, and gemstone accents, for example, birthstones and pearls, are also popular

• Demographics: Kids jewellery advent calendars are a popular choice among parents, while – unsurprisingly – women’s jewellery advent calendars lead overall. Men’s jewellery options are niche but growing
• Value for money: Shoppers hunt for deals, especially during Black Friday, and calendars boasting contents worth double their price, such as Missoma’s £395 calendar valued at £827, attract lots of attention.

As for the jewellery, popular items include hoop earrings, charm bracelets and layered necklaces which tend to mirror the broader UK jewellery trends, though classic yet trendy pieces reign supreme.

Which jewellery advent calendars will be popular this year?

Predicting this year’s hottest jewellery advent calendars relies on current trends, brand momentum and consumer buzz.

However, based on Google data and early previews, here’s what we think is likely to shine this year:

Missoma Advent Calendar

After years of sell-outs, Missoma’s latest edition (expected to cost £400-£450) will probably feature its signature chunky chains and gemstone studs. Its 12-day format and reusable packaging make it a perennial favourite.

Astrid & Miyu Advent Calendar

• Known for stackable huggies and sleek designs, Astrid & Miyu’s offerings (around £200 for 12 days, £500+ for 24) will appeal to minimalist jewellery fans. A solid gold £9,000 option may push luxury boundaries.

Abbott Lyon Personalised Advent Calendar

• Abbott Lyon’s customisable 12-day calendar (£150-£200) featuring birthstones and initials will resonate with recipients.

Bohomoon 24-Day Calendar

• Affordable yet trendy, Bohomoon’s £100-£150 calendar packed with tarnish-free pieces will attract younger buyers and gift-givers.

Radley Jewellery Advent Calendar

• Following its 2024 debut, Radley’s latest calendar (around £150) blending dog-themed charms and gold-plated classics will charm brand loyalists.

These jewellery calendar picks reflect a mix of luxury, affordability and personalisation and are likely to be popular again this year.

Christmas jewellery advent calendar suppliers

Check out this list of UK suppliers offering standout jewellery calendars, organised by category for children, women and men.

Jewellery advent calendars for children

New Look Jewellery Advent Calendar

• Price: £24.99
• What’s inside: 24 days of kid-friendly, silver-tone jewellery – includes clip-on earrings, beaded bracelets and reindeer-themed rings.
• Why buy: Affordable and playful, perfect for ages 5-12 – a sound choice for budget-conscious parents.

KreativeKraft Girls Jewellery Advent Calendar

• Price: £25-£30
• What’s inside: 24 surprises, including unicorn charms and bracelet-making kits.
• Why buy: Encourages creativity with safe, durable pieces. Popular on Amazon.co.uk for crafty kids.

Jewellery advent calendars for women

Missoma 12-Day Advent Calendar

• Price: £395 (worth over £827)
• What’s inside: Six pairs of earrings, three bracelets, and three necklaces such as pearl drops and chunky chains.
• Why buy: A luxury staple with resale value, it’s a popular choice.

Astrid & Miyu 24-Day Gold Advent Calendar

• Price: £500-£600
• What’s inside: 23 gold-plated pieces (huggies, chains) plus a £50 voucher.
• Why buy: Ideal for stackable jewellery fans; its variety makes it a winning selection.

Joma Jewellery 12-Day Advent Calendar

• Price: £159 (worth £265)
• What’s inside: Sterling silver stars, gemstone rings, and hoops in a reusable tray.
• Why buy: Mid-range luxury with festive flair.

Wowcher Jewellery Advent Calendar with Swarovski Crystals

• Price: £29.99-£49.99 (deal-dependent)
• What’s inside: 24 pieces featuring Swarovski crystals including bracelets, earrings and more.
• Why buy: Budget-friendly sparkle and great for anyone who loves Wowcher deals.

Jewellery advent calendars for men

Menkind Men’s Jewellery Advent Calendar

• Price: £40-£50
• What’s inside: 12 days of masculine pieces such as leather bracelets, steel rings and chain necklaces.
• Why buy: Rare men’s focus which taps into a growing niche.

Etsy Custom Men’s Advent Calendar

• Price: £60-£100 (varies by seller)
• What’s inside: Handmade options like beaded bracelets or engraved cuffs, often 12 days.
• Why buy: Unique and personal, should impress the recipient.

Unusual and quirky jewellery options

Carrie Elizabeth Celestial Advent Calendar

• Price: £200-£250
• What’s inside: 12 vintage-inspired pieces with celestial motifs (stars, moons) in a reusable jewellery box.
• Why buy: Stands out for design; appeals to those seeking an unusual advent calendar.

Grove & Vae 24-Day Advent Calendar

• Price: £80-£100
• What’s inside: Trend-led pieces like tennis earrings and chunky chains with a subtle festive twist.
• Why buy: Affordable quirkiness – great for those wanting unique Christmas gifts.

Choosing jewellery advent calendars

Jewellery advent calendars are more than a festive gimmick, we think they’re a sparkling evolution of a much-loved British tradition.

Whether you’re treating a child to playful trinkets, surprising a woman with timeless elegance or gifting a man a rugged accessory, there’s a calendar to suit every taste and budget.

It appears that more of us are embracing this luxurious countdown.