London is leading a growing divergence in how Britons are caring for their jewellery, with new data showing the capital is turning away from cleaning and restoration even as interest surges across the rest of the UK.
Residents in London recorded the steepest decline in the country, with interest in jewellery cleaning falling by around 30% year on year- the sharpest drop in any UK city.
The drop stands in contrast to a wider surge in demand, driven by viral social media hacks encouraging people to restore their favourite pieces at home.
Research from Deacons shows a 914% increase globally in searches for “home jewellery cleaning” over the past year, based on Google Trends data.
London is the only major city moving against the trend, whilst other parts of the UK are seeing growing interest in jewellery care this spring.
Chichester has been named the UK’s jewellery-cleaning capital, followed by Oxford and Gloucester, all recording notable increases in search interest.
City
March 2024-February 2025
March 2025-Feb 2026
% Increase/ Decrease
Chichester
1100
1270
15.45%
Oxford
1390
1560
12.23%
Gloucester
1220
1320
8.20%
Lichfield
1080
1150
6.48%
Dudley
1250
1330
6.40%
At the bottom of the table are Nottingham (-23.5%), Milton Keynes (-24%), and London (-29%), which recorded the largest falls in interest.
City
March 2024-February 2025
March 2025-Feb 2026
% Increase/ Decrease
York
1510
1160
-23.18%
Durham
1750
1340
-23.43%
Nottingham
1360
1040
-23.53%
Milton Keynes
1580
1200
-24.05%
London
19380
13580
-29.93%
London remains the most significant outlier in the data, with a drop almost double that seen in most other major UK cities.
‘A shift in how people value jewellery’
According to jewellery expert Lee Heaven, the viral cleaning trend reflects changing attitudes towards ownership and care.
“Across the UK, people are rediscovering jewellery they already own and giving it a new lease of life,” he said.
“But in London, we may be seeing a shift towards wearing fewer, more meaningful pieces, valuing character and sentiment over high-shine restoration.”
The rise in jewellery cleaning has been fuelled by platforms such as TikTok and Instagram, where users share simple techniques to restore shine at home.
“People are sitting on jewellery they think is ‘old’ or ‘dull’, when it often just needs a quick clean,” Lee added.
How to Give a New Lease of Life to your Jewellery
1. Know your metals and stones – “Different materials require different care. For example, silver, gold, and plated pieces all react differently to household products. Silver reacts with air and sulphur compounds, so it can tarnish over time. Pure gold (24K) doesn’t tarnish, but alloys (like 18K or 14K) can dull over time. Gold can be lightly polished at home, but to fully restore its luster and remove scratches, we recommend taking it to a professional.”
2. Use gentle cleaning solutions – Use gentle cleaning solutions. Forget expensive polishing cloths; household staples like warm water, mild soap, and a soft toothbrush or brush can safely restore shine to rings, necklaces, and bracelets. Avoid harsh chemicals or toothpaste.
3. Handle gemstones with care – Delicate stones like opals or pearls need extra caution. Avoid soaking and use a damp cloth instead.
4. Clean regularly, don’t overdo it – Sometimes the most elegant care is no care at all. Letting your silver develop a gentle patina or gently brushing diamonds with a soft, handcrafted brush preserves heirloom character while restoring subtle shine. Light cleaning keeps pieces sparkling without risking scratches or wear.
5. Professional care for heirlooms – Valuable or antique pieces benefit from occasional professional cleaning to preserve their value and integrity.
” Spring cleaning isn’t just about tidying homes anymore; people are rediscovering their treasured jewellery,” explains Lee Heaven, jewellery expert from Deacons. “Each ring, bracelet, or necklace tells a story, and with a little care and attention, whether through gentle heirloom techniques or simple DIY hacks, these treasures can live again, carrying their beauty and meaning forward for years to come.”