SurveysAug 30, 2021
5 Things to Know About The RealReal’s Resale ReportSurveysSep 01, 2021
Here’s How Consumers Feel About Cultured Pearl Jewelry
The category is getting a boost from two interesting groups: younger consumers and men.
Melanie Georgacopoulos’ nacre necklace with mother-of-pearl and sanded and graduated-in-size white South Sea pearls with an 18-karat white gold clasp (£21,500, or about $29,556 per current exchange rates)
New York—The Cultured Pearl Association of American and MVI Marketing have teamed up to ask consumers what they think of cultured pearls and pearl jewelry.
The two fielded the “Benchmark Study of Consumer Preferences for Pearls.” It was conducted from July 19-24 to 1,012 U.S. jewelry consumers who purchased at least $200 of fine jewelry in the past three years.
Aged 25-55, 73 percent of survey takers were female and 27 percent male, with household incomes greater than $50,000. 27 percent were single, 63 percent married, and 19 percent engaged or getting engaged.
Survey takers were 73 percent white, 9 percent Black/African American, 9 percent Asian, and 6 percent Latino.
According to survey highlights, pearls are already a consumer favorite, MVI said, with most consumers (66 percent) indicating they own at least one pearl jewel.
Of those survey-takers, 69 percent own a strand and 62 percent own pearl earrings.
Pearls are also standing the test of time, with 65 percent of pearl jewelry owners saying they have at least one family heirloom within their collection of pearl pieces.
Additionally, 46 percent of survey-takers said pearls are a popular purchase, whether that be someone buying for themselves or a gift for another.
When it comes to gifting occasions, 52 percent of consumers who have bought or received pearl jewelry in the past three years said it was for a birthday, while 46 percent said it was for an anniversary.
Interestingly, according to the survey results, consumers between ages 25 and 35 think pearls are a top gem to give, receive, or buy for themselves.
Additionally, these younger consumers are also sparking two trends that are widening pearl appeal: men donning pearls and pearl engagement rings.
Men ages 25-45 in particular are embracing pearls to wear—42 percent for those 25 to 35 and 47 percent for those 36-45, compared with 16 percent of men aged 46-55.
Twenty-eight percent of jewelry buyers indicated they would consider and another 43 indicated they would “maybe” consider a pearl as a center gem for an engagement ring.
The youngest demographic (25-35) is most into the idea, with 36 percent saying they would consider it, and 40 percent saying “maybe.”
And when it comes to education, while 81 percent of consumers have heard the term “cultured pearl,” only 34 percent know what that means, and 60 percent said they didn’t know about the connection between them and sustainability.
Ultimately, though, it appears pearls are already among the top gems desired by consumers and purchased for others.
This means the takeaway, according to MVI, is this: “The pearl trade does not have to sell consumers on cultured pearls because they already like, have, and desire them. Invest in the product, carry a wider selection, and take time to talk and post about what makes pearls the perfect gift to give, receive, and buy for oneself.”
But, because 23 percent still thought pearls were of their grandmother’s era or 8 percent saw them as out of date, “more work needs to be done to show how pearls have come a long way from the small, white pearl strands Grandma used to wear to a world of shapes, sizes, colors, and prices to satisfy every taste and budget,” MVI said.
Other Jewelry Highlights
The survey uncovered other insights about jewelry buying habits in general.
Today’s consumers, regardless of age, gender, marital status, or any other characteristic, consider design and style their No. 1 driver of all fine jewelry purchases.
Only consumers with household incomes above $200,000 consider the metals (34 percent) and gems (25 percent) used to be more of an influence than price (19 percent) when making their decision.
And, although it’s expected to grow more, social, environmental, and sustainability claims influence the purchases of only 5 percent of consumers overall—5 percent for ages 25-35 and 6 percent for 36-45, while only 2 percent of 46-55.
Also, about a third of men and a third of women said they identify as a “self-purchaser” of fine jewelry, showing how the traditional roles within jewelry purchasing are evolving.
When it comes to where they shop for jewelry, the audience that goes to jewelry chains stores skews younger, according to the survey, with 50 percent of 25- to 45- year-olds shopping there for fine jewelry, compared with 40 percent of 46- to 55-year-olds.
The oldest demographic surveyed is more likely to shop at a local independent retailer (53 percent), compared with 42 percent of 36- to 45-year-olds and 33 percent of 25- to 35-year-olds.
All age groups shop fine jewelry on the internet, with the percentage growing as the shoppers get younger—16 percent of those between 46 and 55, 18 percent of those between 36 and 45, and 19 percent of those ages 25-35.
Amazon was the top choice for all age groups, though it’s more popular with the older crowd, while the younger also turns to Blue Nile and Etsy.
The full survey can be obtained here.
Editors' Picks
Sponsored by
More on Surveys
The Latest
WatchesJan 24, 2022
These Were the Top 5 Watch Brands of 2021 on Chrono24Two of the brands in the top slots may come as a surprise.
SourcingJan 24, 2022
How One Collaboration Is Trying to Bring More American Gems to Museums“American Gemstones” wants to raise appreciation of the stones, and those who mine and cut them, even more.
TechnologyJan 24, 2022
Reshyne Aims to Put Modern Shine on Jewelry RepairsThe platform helps jewelers manage and track repairs via their website and allows customers to place orders online.
Brought to you by
Swarovski Created Diamonds – A Brilliant PartnershipA tantalizingly beautiful and carbon-neutral choice, Swarovski Created Diamonds are an extension of the beloved brand’s personality and value.
MajorsJan 24, 2022
Kendall Jenner Fronts the Latest Messika CampaignIt portrays a modern “alpha female.”
Weekly QuizJan 21, 2022
This Week’s QuizTest your knowledge of the latest jewelry news with this quick test.
CollectionsJan 21, 2022
Piece of the Week: Emily P. Wheeler’s Heart NecklaceIt’s a whimsical update to a classic riviere.
SourcingJan 21, 2022
Stephen Lussier to Retire After 37 Years With De BeersTiffany executive Mark Jacheet will succeed Lussier, who officially steps down in April.
Brought to you by
Melee the Show Launches Tucson Event, Returns to New York in 2022The boutique tradeshow, happening first in Tucson then New York City, brings together upscale designers from around the world.
Recorded WebinarsJan 21, 2022
Watch: What the Industry Can Expect for Tucson 2022 National Jeweler chats with three colored stone dealers on recent buying activity and what that could mean for the upcoming gem shows.
