Spring cleaning is extending beyond homes, with viral jewellery cleaning hacks sparking a surge in online searches across the UK. Driven by tutorials on TikTok and Instagram, people are increasingly seeking household tricks to revive the shine of their treasured pieces.
New analysis by jewellery retailer Deacons reveals a significant global upswing in interest, with a 914% increase in searches for “home jewellery cleaning” over the past year, according to Google Trends data. Examining 551 related search terms, Deacons found that Chichester is leading the UK this spring, showing a 15.4% increase in interest compared to last year.
Cities with rising interest
The top 5 cities showing increased search interest, measured from March 2024 – February 2025 against March 2025 – February 2026, are
- Chichester — search volume rose from 1,100–1,270, a 15.45% increase
- Oxford — searches increased from 1,390–1,560, a 12.23% rise
- Gloucester — volume rose from 1,220–1,320, an 8.20% increase
- Lichfield — searches grew from 1,080–1,150, a 6.48% rise
- Dudley — searches increased from 1,250–1,330, a 6.40% increase
Cities where interest has fallen
Not all cities share the same enthusiasm. The 5 cities recording the sharpest declines over the same period are
- York — searches fell from 1,510 –1,160, a 23.18% drop
- Durham — interest decreased from 1,750–1,340, a 23.43% decline
- Nottingham — volume dropped from 1,360–1,040, a 23.53% fall
- Milton Keynes — searches fell from 1,580–1,200, a 24.05% decline
- London — interest plummeted from 19,380–13,580, a 29.93% drop
How to clean your jewellery the right way
Lee Heaven, a jewellery expert at Deacons, says the trend is an opportunity to revive overlooked pieces. “With social media making jewellery care trendy, more people are inspired to give their treasured pieces a new lease of life. It’s important to clean smart, not just fast. People are sitting on jewellery they think is ‘old’ or ‘dull’, when in reality it just needs a quick clean.”
Heaven offers the following guidance
Know your metals and stones
“Different materials require different care. 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. Gold can be lightly polished at home, but to fully restore its lustre and remove scratches, we recommend taking it to a professional.”
Use gentle cleaning solutions
“Forget expensive polishing cloths; household staples like warm water, mild soap and a soft toothbrush can safely restore shine to rings, necklaces and bracelets. Avoid harsh chemicals or toothpaste.”
Handle gemstones with care
“Delicate stones like opals or pearls need extra caution. Avoid soaking them in water and instead use a dry cloth.”
Clean regularly, but don’t overdo it
“Sometimes the most elegant care is no care at all. Letting silver develop a gentle patina, or lightly brushing diamonds, can preserve their character while restoring subtle shine. Regular light cleaning keeps pieces sparkling without risking scratches or wear.”
Seek 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,” Heaven says. “Each ring, bracelet or necklace tells a story, and with a little care and attention, these treasures can live again, carrying their beauty and meaning forward for years to come.”