The Connell Effect: Silver Chain Sales Have Jumped 200% Since Normal People Aired


Normal People, an original series based on author Sally Rooney’s best-selling novel of the same name, has dominated many a conversation since the show first aired on April 27.

From Marianne and Connell’s undeniable on-screen chemistry to the filming locations around the world — including an Italian villa available on Airbnb — viewers are determined to find out as much as they can about the 12-part series and have become obsessed with the finer details that make the show so very alluring.

One such detail, perhaps to the surprise of many, is the fine silver chain that protagonist Connell wears around his neck throughout the chatacters’ entire love story.

Lead actors Daisy Edgar-Jones and Paul Mescal have been met with praise for their performance in the screen adaption, but it’s Connell’s chain that’s been dubbed as the “breakout star of Normal People,” according to Forbes.

There’s even an entire Instagram account dedicated to the character’s jewellery. Connells Chain has garnered some 42,000 followers online in a matter of days, and the hype is far from plateauing.


No longer in a place to simply admire the embellishment, people are now desperate to make like Connell and secure their own chain.

New data from eBay shows a 209% increase on sales of silver curb chains on Wednesday, April 29, only two days after the show first debuted in Australia. Sales for silver chains peaked at around 8.00pm, during peak streaming time.

“eBay’s 11-million unique monthly users make the site a true cultural barometer where buyer behaviour reflects what’s happening in pop culture,” says eBay Australia’s Sophie Onikul.

“The hype surrounding the show — but even more bizarrely, Connell’s chain — has translated into a resurgence in male jewellery across Australia. Perhaps viewers want to capture some of Connell’s charming style, or treat themselves during isolation — whatever the reason, the item has certainly caused a chain reaction!”

Thirst for Connell’s chain continues. According to May 5 data from Lyst Insights, searches for chain necklaces have spiked 23% week-on-week.

“Within 24 hours, ‘silver’ and ‘chain necklace’ became the most commonly used search terms for men’s jewellery and searches for men’s chains are currently up 16%.”

Keep up the thirsty work, team.

Read more stories from TheLatch— and follow us on Facebook.