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.
More on Surveys
The Latest
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
