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Football Mania Bounces Into Jewellery

Major Jewellery Brands Are Launching Elevated, Tournament-Timed Collections That Blend Team Pride With Everyday Style

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FIFA Football World Cup are driving a trend toward sport-inspired luxury and personalized fandom accessories. Major jewellery brands are launching elevated, tournament-timed collections that blend team pride with everyday style, offering fans a durable alternative to seasonal apparel.

Brand Highlights & Offerings

Pandora: Launched a summer tournament collection featuring an Engravable Soccer Charm, a Soccer Murano glass charm, and a sterling silver 2026 Soccer Dangle Charm detailed with red, blue, and green engraving.

Zales: Is marketing soccer motifs and statement pieces, ranging from a premium $1,299 solid gold soccer ball charm to a smaller hollow version for $349, alongside diamonds mirroring country flag colors.

Alex + Ani: Featured the soccer ball as June’s “Symbol of the Month,” offering an affordable wire beaded bangle ($29) and an engraved enamel locket necklace ($41).

Adina Reyter: Promoted bead necklaces styled in team colors—including a “Stars and Stripes” necklace for Team USA—and “Groovy Initial” charms for American fans.

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International News

GJEPC India Pavilion at WJSME 2026 showcases India’s jewellery mfg.and design capabilities

For Indian exhibitors, the Sharjah show provides an opportunity to engage buyers from the UAE and wider Middle East.

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The India Pavilion organised by GJEPC made a strong opening at the 58th Watch & Jewellery Show Middle East 2026, being held at Expo Centre Sharjah from 30 September to 4 October.

Dr. Emmadi Vishnu Vardhan Reddy, Consul General of India, Dubai, visited the GJEPC-curated India Pavilion on the opening day. He was received by Antarpal Singh Sawhney, Regional Chairman – North, GJEPC, and Ashish Sakhardande, Head – India Jewellery Exposition Centre (IJEX), Dubai.

During his visit, Dr. Reddy interacted with participating exporters and viewed the jewellery and products on display. He appreciated the craftsmanship and design innovation represented at the Pavilion and highlighted the importance of exploring emerging markets and strengthening India’s global footprint in the gems and jewellery sector.

Bringing together 11 Indian exhibitors, the India Pavilion presents a cross-section of India’s jewellery manufacturing and design capabilities, with products spanning diamond jewellery, fine gold jewellery, silver jewellery, coloured gemstones, pearls, watches, and display and packaging solutions.

The participating exhibitors are Omega Jewellery, Core Jewellery Pvt. Ltd., Peacemoon Traders, Exclusive Diamond Jewellery Pvt. Ltd., Teyana Jewels LLP, Sejal Exports (India), Veekay Diamants, Harshwardhan Gems Pvt. Ltd., Sherly Jewels Pvt. Ltd., Rajesh Gems and Arina Jewellery LLP.

The Watch & Jewellery Show Middle East 2026 is expected to attract more than 66,000 visitors, including over 1,000 trade visitors from 52 countries. International participation includes Bahrain, China, Egypt, France, Japan, Kuwait, Lebanon, Pakistan, Poland, Qatar, Russia, Saudi Arabia, Sri Lanka, Türkiye, the UAE, the UK, the US and Yemen.

For Indian exhibitors, the Sharjah show provides an opportunity to engage buyers from the UAE and wider Middle East, while connecting with international visitors and trade representatives attending the event.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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