Modular Jewelry as a Medium for Fluid Identity: Co-Creation and Self-Expression in Iranian Gen Z

Articles in Press

Document Type : Original Article

Authors

1 Department of Industrial Design, Faculty of Art, Islamic Azad University, Central Tehran Branch

2 Assistant Professor, Department of Industrial Design, Islamic Azad University, Yadegar Imam Khomeini (RAH) Branch, Tehran, Iran.

3 Department of Industrial Design, Islamic Azad University, Central Tehran Branch, Tehran, Iran.

Abstract

Generation Z, characterized as digital natives, navigates a phygital existence where consumption serves as a primary mechanism for identity construction. In the contemporary Iranian jewelry market, despite a rich history of craftsmanship, there is a significant functional gap regarding adaptable systems that meet this generation's need for co-creation and differentiation. Drawing on the theories of "Extended Self" and "Value Co-creation", this study investigates the relationship between modular jewelry personalization capabilities and satisfaction with self-identity expression among Iranian youth (aged 18-29). The research employs an exploratory sequential mixed-methods design. Initially, qualitative content analysis was used to extract aesthetic codes. Subsequently, data from a validated online questionnaire (N=68, α=0.826) were analyzed using Spearman's rank-order correlation. Findings reveal a robust demand for co-creation, with high personalization propensity (M=4.43, SD=0.68). A significant positive correlation (r=0.657, p<0.01) was established between interchangeability and user’s perception of identity alignment. Response patterns suggest that participants orient toward both functional adaptability and symbolic meaning, though larger samples are needed to confirm these trends. The study concludes that modular design transcends static ornamentation, fostering psychological ownership and deeper emotional bonding. For the Iranian gold and jewelry industry, transitioning toward hybrid modular systems, combining precious bases with interchangeable add-ons, is recommended. This strategy not only satisfies the fluid identity needs of Gen Z but also promotes sustainable consumption by extending product lifecycles through functional adaptability.

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Journal of Design Thinking

Articles in Press, Accepted Manuscript
Available Online from 16 February 2026

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