Sotheby’s is rebranding its jewelry division to attract younger buyers and enhance its digital footprint. The auction house announced it will rename its flagship jewelry auctions from Magnificent Jewels to High Jewelry, a move aimed at aligning with top luxury brands and gaining greater visibility among younger collectors, particularly those shopping for high-end jewelry online.

In response to shifting buying habits, Sotheby’s has ramped up its online sales efforts, offering high-value pieces in a way that makes luxury purchases more accessible. The company has seen a surge in digital engagement, with Millennials increasingly comfortable making six-figure transactions without the need to view the items in person. To support this shift, Sotheby’s is also launching monthly Gem Drop sales via its Sotheby’s Sealed platform, offering quality gemstones with no reserve or buyer’s premiums.

To further expand its jewelry business, Sotheby’s has added several high-profile team members. Edmond Chan is rejoining as head of the jewelry department in Hong Kong, bringing expertise from his previous digital auction role at Luxeford. Graeme Thompson, a seasoned industry veteran, will lead sales and sourcing in Dubai. Jessica Koers, a gemologist with experience at both Christie’s and Sotheby’s, will help grow the business in the European market.

Emma Paleschi, global managing director of jewelry at Sotheby’s, explained the shift, noting that while traditional clients remain central to the business, an evolving clientele now engages with the auction house through new digital channels. As part of its rebranding efforts, Sotheby’s will also rename its Fine Jewels sales to Fine Jewelry and continue its prestigious Royal and Noble sale each November in Geneva, showcasing historically significant collections.