Adored by Gen Z and A-list celebrities alike, Crocs have seen a steep rise in popularity since 2018 after 20 years on the market. Megan Welch, General Manager Asia Pacific of Crocs, sat down with FEMAIL to discuss why the style has once again risen in popularity among younger generations – and what saved Crocs from extinction. The Classic Clog is now beloved by Gen Z and A-list celebrities alike. Celebrities including Bella Hadid, Hailey Bieber and Kendall Jenner have also been seen wearing the comfortable clogs. Classic Clog is the best canvas for self-expression,’ Ms Welch said. The brand’s Classic Clog were once labelled an ‘ugly’ shoe but over the years the style has slowly transcended into streetstyle and made appearances on runways at Sydney Fashion Week. Using the Jibbitz shoe charms, customers can decorate and style their Crocs how ever they wish. The global campaign ‘Come As You Are’, which launched in 2017, focuses on individual expression and has been one of the key factors that helped Crocs transform from an ugly duckling into a swan. Have you been rolling up your sleeves wrong this whole time? To date Crocs have sold more than 850 million pairs of shoes since 2002 and have generated a staggering $2.3billion in annual sales.
That being said, there’s no ‘wrong way’ to wearing Crocs and no style ‘rules’.
Crocs has a super unique story of of being a massive brand, quickly losing popularity, then becoming huge again through Gen-Z embracing them. It’s this authentic message and engaging activity that has helped make the brand ‘cool’ and push it to new heights – with A-list celebrities including Post Malone, G-Flip and Questlove also previously spotted wearing their own Crocs. Instagram influencer Rowi Singh was also featured on the cover of Vogue India earlier this year donning a pair of Crocs with shorts and a top. Singer Post Malone was spotted wearing black Crocs (pictured, left). American musician Questlove donned a pair of gold Crocs at the 2021 Oscars red carpet with a black suit. That being said, there’s no ‘wrong way’ to wearing Crocs and no style ‘rules’. Our Jibbitz charms are an accessible form of personalisation that you can change out based on your mood, the season, or if you get new ones – and it allows people to “come as they are” through their Crocs,’ Ms Welch said.
If you’re as magpie-like about jewellery as I am, you’ll always be on the lookout for new brands and original pieces to add to your collection. The brand’s founders, sisters Christie and Rosanna Wollenberg, believe you shouldn’t just save beautiful jewellery for best, so the sculptural rings and earrings are as practical as they are elegant. If you love keeping things unique and prefer to shop independent, these jewellery brands are worth checking out and keeping in mind for your next purchase. Tilly Sveaas founded her eponymous brand in 2016. Born in Hong Kong to British-Norwegian parents, London-based Tilly has been a jewellery designer for over 25 years, creating her first pieces during an extended trip to Bali, where she still produces to this day. There are so many amazing affordable and mid-range jewellery brands out there today, with a plethora of choice no matter what your style. But along with the prominent brands we all know and love, there are a load of under-the-radar gems (no pun intended) out there just waiting to be discovered. Otiumberg positions itself as a demi-fine jewellery brand. Her signature T-bar necklaces have been worn by the likes of Taylor Swift. All Grove & Vae jewellery is designed in London, and created using 14k gold vermeil and rhodium-plated sterling silver. Their goal is to make pieces that ‘will be your go-to for years to come’. This British brand was launched in the autumn of 2024 by Tofi Caroline Adedoyin, a former investment banking director.
The brand focuses on creating timeless, versatile pieces tailored to the modern woman’s everyday wardrobe. After working in the jewellery industry for 10 years, Amelia Bainbridge saw a gap in the market for jewellery that was both beautiful and affordable – and Auree was born in 2014. All Auree pieces are made with the highest quality solid gold, sterling silver or gold vermeil and natural gemstones. It always came with lengthy care instructions and still tarnished after only a few wears or turned my skin green’ she says. Founded by Amelia Hitchcock-Merritt in the middle of lockdown at just eighteen, Bijoux De Mimi became one of the fastest growing jewellery brands in the UK. It specialises in bright, colourful jewellery. Catherine ‘Catch’ Rhys Jones started her label out of a frustration with the jewellery she was buying. Crystals & Co. founders (and best friends) Emily Mackeogh and Leah O’Reilly aim to accessorise peoples lives with fun, high quality affordable jewellery. I was tired of sacrificing style for quality, or my bank account for both’ says Neima Row founder Naomi Genes. Items are produced in developing countries, giving the artisans income to lift themselves and their families out of poverty. The brand uses solid metals – not plated or vermeil, and promises no green fingers or brass rash. With Love Darling believes in changing the world one piece of jewellery at a time. Made by small workshops all over the world, each piece holds a story. Prior to starting Bijoux De Mimi, Amelia attended Central Saint Martins. The pieces are gorgeous too – from delicate pendants to eye-catching hoops, available in either 18ct gold vermeil or sterling silver. Think timeless glamour meets modern minimalism, without the unattainable price tag. So she decided to make her own.
It was established in 2009, with the ethos that jewellery should say a lot about who you are, whether big and bold or delicate and gold. The ranges include a collaboration with Vogue Williams. The eclectic collection draws inspiration from founder Abby Kaye’s past experiences and travels through India, as well as her childhood in London and love of nature. Scream Pretty’s signature style is the curated ear – combining piercings and ear cuffs, to create bold stand out styling. The brand is named after Olivia’s mother Deborah Louise who Olivia sadly lost to cancer in 2017. With the loss of her mother, Olivia felt life was too short to not be truly passionate about the everyday and D.Louise was born. Founded by Olivia Jenkins in 2021, D. Louise creates timeless long-lasting yet affordable jewellery. After growing up in Singapore, founder Lynette Ong left her job in finance to pursue a dream of using her creativity for the better. Abby is a big believer in the talismanic and restorative power of jewellery, and strives to create designs that are both ethical and fashioned with love. Award winning British Jewellery Brand Scream Pretty was founded by Lucy Lee with her sister Jessica Pearce in 2016. This family run business designs jewellery for self expression; affordable, stylish and fun – jewellery to shout about. Dreamt up on a bicycle ride through Rajasthan, India, the British jewellery brand Memara was launched in 2019, with the aim to create beautiful, timeless yet affordable demi-fine pieces. Olivia’s pursuit began when she identified a gap in the jewellery market – the need for everyday pieces that wouldn’t fade after a few wears – with this every piece comes with a lifetime guarantee against colour fading. Pieces are made in sterling silver with 18ct gold vermeil.