TikTok has been revolutionary in changing how people view certain topics and industries. Recently, many people have opened their eyes to see what’s going on with the real estate industry, all thanks to one dedicated TikToker who noticed a pattern that benefitted companies to the detriment of individuals seeking to buy homes. These videos exposed a particular pattern that—while perhaps not intentional—works to the disadvantage of single-family homebuyers, including those who are searching for their first house on the market.
The TikTok series was created by Sean Gotcher, a real estate agent based in Nevada. He exposed the unhealthy pattern of companies buying and selling homes for a profit in high-traffic areas. Through his saga of theories, Gotcher asserts that these companies are manipulating the value of certain locations to drive up home prices based on what buyers search for.
Now, Zillow—the main company alluded to in the series of TikTok videos—has admitted that its main priority is to help buyers find the houses of their dreams, as they have for over the past ten years. Meanwhile, others believe that if it’s so easy to manipulate the market, many people would’ve jumped on the tactic years ago.
Gotcher’s theory essentially boils down to the fact that many people look on these apps “when they’re bored,” as he said, just to see what’s available in their area or another neighbourhood they like. The services then look at these zip codes (or postcodes) and see where the demand is increasing. With the help of this data, they then start buying up houses in those areas for cash—an offer most people can’t refuse in this market.
iBuyer or instant buyer is the term that refers to one of these companies offering to buy a single-family home in cash. This way, the seller can avoid putting their home on the market and waiting for it to sell. Instead, they can simply take the money and go. Many real estate companies offer this option to sellers, so their houses don’t have to stay on the market for long. That way, they can potentially get an offer over their asking price and won’t even have to sit around and wait for offers. Though, in the current housing market climate, most houses are selling quickly anyway.
As you can imagine, people don’t always respond well to these iBuyers. Many would rather sell to other families or individuals looking for a home instead of a real estate company. Since the popular TikToks went viral, Zillow has announced that it’s stopping the programme of buying, renovating and reselling houses. It cited the unpredictability of the housing market as the reason why. No company wants to lose money, and since the housing market has been so tumultuous as of late, its move is understandable.
Right now, though the housing crisis is in full swing, many people won’t have to fret. If this season is your first time buying a home, you have many programmes that would be willing to assist you based on several factors that might be unique to your experience.
Even after this specific issue has disappeared from the news, you’ll still hear things about unfair housing prices and the inability of many people to afford their first home. Nobody can predict the future, but many seem to believe that a housing market crash is on the horizon. The supply of houses is low, while the demand remains high as millennials seek to move into their own homes and start families. Good luck!
Meanwhile, many areas have regulations against building structures that are too tall, which is less sustainable because it forces people to move away from the hub of any activity—the city’s centre. The rates are what homebuyers should look out for. If they get too high, people may see the price of homes dropping. Even then, it’s anyone’s guess what will happen.
No one can deny social media’s role in popularising trends like flipping old houses and other home upgrades so it only makes sense that theories like this one would pop up at some point. Whether you side with the real estate companies or believe in the theory that they’re manipulating the market, you can still hope for a brighter future with more affordable housing on the horizon. It’s what every homebuyer deserves…
Grace Kelly called it the “queen of gems and the gem of queens,” Lady Sarah Churchill believed the precious jewel to be her “security blanket,” while fellow vampire Machine Gun Kelly embellished his face with strips of the shimmery beads for the MTV Video Music Awards 2021. Pearls are back with a bang. But this time around, gen Z connoisseurs are manifesting fresh takes on the timeless accessory to extend its lifespan well beyond 2022.
Introducing pearlcore, an aesthetic all about embracing iridescent accents into your lifestyle—all the while believing that the world is your oyster.
Wildly versatile, pearlcore can be considered as the understated cousin of Y2K maximalism being preached by Euphoria at the moment. Think pearls—or their visual properties—incorporated into everything from jewellery, hair, makeup and nails to skincare, cutlery and even home decor. In 2021, the precious gem had become a staple of craftcore, a DIY movement themed around hand-crafted items where enthusiasts are seen reviving visual activities like embroidery, crochet and homemade jewellery that radiate nostalgic joy. A year later, the feature has now evolved into a full-fledged aesthetic with a ‘core’ suffix.
Amid the shift, pearlcore has even managed to develop a poster child for itself. Lo and behold Harry Styles, the OG pearlcorist rocking solo pearl earrings at Met Galas and encrusted necklaces on talk shows, parties and public appearances. Who can forget the Pearlescent Illuminating Serum that Styles dropped with the announcement of his skincare brand Pleasing? Inspired by the natural radiance of the gems in question, the serum gripped the internet as fans scrambled to find their own pearl-encapsulated pleasing.
Other pop royalties like Jaden Smith, A$AP Rocky, Shawn Mendes, Pharrell Williams and the Jonas Brothers have also been pushing the gender-inclusivity of pearlcore into the forefront as of late. Then waltzed in Barbie Ferreira with her iconic Met Gala number which landed the Euphoria star on several best-dressed lists in 2021. Sporting a Jonathan Simakhai gown decked in pearls, she paid homage to old Hollywood glamour in the most Art Deco style on the red carpet.
One of the most acclaimed designers who has also embraced her love for all things pearlescent is none other than Simone Rocha. Known for her whimsical preferences, her Autumn/Winter 2021 and Spring/Summer 2022 collections featured pearl details, accessories and iridescent fabrics as a modern testament to the timeless gem.
According to Pinterest Predicts 2022, pearlcore is set to be one of the biggest age-inclusive trends to watch this year. In a report on the aesthetic, the platform detailed search terms like ‘pearl necklace men’ witnessing a seven-fold surge while ‘pearl dress’ and ‘pearl ring simple’ skyrocketed with three and two times more interests respectively. Searches for ‘pearl-themed party’ and ‘pearl wedding decorations’ have also gone up over the past year. “Pearl-themed parties will be on the rise, as people opt for pearly gowns and wedding decor,” Pinterest wrote on these terms.
Although people across the world are predicted to redefine pearl jewellery in 2022, the platform believes pearlcore will boom especially in Australia. “Searches for ‘pearl nails’, ‘men’s pearl necklaces’ and ‘pearl chokers’ will rise in this region as Australians embrace a fresh, modern take on this natural gemstone,” the report read.
So how can brands jump on this looming trend today? According to Pinterest, if your focus is home decor then you can start by helping audiences bring understated luxury into existing spaces. Pearl floor tiles and satin-finished or pearl-toned wall paints are a great starter pack into the aesthetic. Embellished photo frames, serving trays and beaded throw pillows also add accessible touches to everyday pieces. For event-based companies, the platform advises helping clients plan pearl-themed parties—with the gemstone illuminating wedding invitations, table settings and balloons. Add some faux-pearl necklaces as party favours and you’ve successfully captured the upcoming essence of 2022 in a nutshell.
On the other hand, if you’re a fashion brand, kick pearlcore off by initiating customers into the versatility of the gem championed by the aesthetic. Encourage them to pair simple strands with casual jeans and T-shirts or help them rethink classic pearl earrings by trading studs with more Baroque alternatives. And if you, as a customer, are looking for winter options to jump on the trend yourself, one personal advice would be to layer ropes of pearls until you’re all nice and cosy.
However, if you’re a nail artist or salon looking to tap into pearlcore, listen up. We’ve got Tuguldur “TJ” Erdenejargal—founder of Bicolor (a private nail studio based in Beverly Hills, California)—on the line to track the potential of the aesthetic in 2022.
Growing up with his grandmother, TJ started by reminiscing how pearls have always been her biggest adornment. “Following this, I have always admired the exhibition of pearls,” he told SCREENSHOT. “That’s why I’ve always wanted to connect it with my work and now I’m happy that it’s trending.”
When asked about the visual translation of pearlcore into nail art, TJ highlighted the need for a more holistic approach to the aesthetic—given how everyone’s style is different and it’s important to suit them as an artist. “Of course, it’s classic to add a small pearl on the back of each nail, painted in natural colours. But placing pearls on simple white french tips or placing large pearls on long nails is now a big trend,” he explained, adding how coloured pearls are also gaining traction.
Versatility is another boost behind pearlcore’s upcoming dominance in the industry. The luminance, rippled edges and the pearls themselves offer a myriad of inspirations to start with. However, TJ believes this versatility ultimately boils down to the client’s interest. “Imitating the iridescent glow of pearls is a regular choice for some of our clients. For someone who hasn’t really tried it, of course, it’s a ‘trendy’ concept,” he said. “For me, physically adding pearls to nails is more of a jump on pearlcore. This will add that texture to nail art, which is also becoming a trend.”
In order to analyse the premature signs of pearlcore, I asked TJ if his studio has witnessed a rise in customer preferences for the aesthetic as of late. In response, the nail artist acknowledged how he has a large collection of pearl ornaments which was stowed away… until recently. “Customers have been requesting the use of pearl ornaments, often in combination with hand-drawn designs,” he admitted. At times, some of TJ’s clients have also requested nails fully encrusted with pearls. “I also recommend my clients who choose more natural nails to use a few pearls for a classic look.”
So if you, like me, are on the fence about calling up your nail tech as we speak, here’s what TJ advises: “It’s always fun to try new things. So I recommend experimenting with pearlcore nail art, but of course, my advice is to be careful with your nails.” According to the artist, one can choose to be very creative with pearlcore—in fact, that’s where the fun begins—without feeling the need to follow the trend blindly. “You can talk to your nail tech about how you can change it up to your style,” he concluded.
At a time where COVID-19 has festered ‘cave syndromes’—the tendency to remain secluded in safe spaces instead of venturing outside—the steady rise of pearlcore offers visual proof of our desires to come out of our shells as evolved individuals. Just like a grain of sand into a pearl, if you may. The aesthetic also seeks to be the living symbolism of “what strikes the oyster shell, doesn’t damage the pearl.” Together, they form the perfect potion to an optimistic 2022—decked in the wildest colours imaginable.