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

Document Type : Original Article

Authors

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

2 Department of Industrial Design, Islamic Azad University, Yadegar Imam Khomeini (RAH) 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. 

Keywords

Main Subjects

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Journal of Design Thinking
Volume 6, Issue 2
December 2025
Pages 221-232

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