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
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Weekly QuizNov 14, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
Recorded WebinarsNov 15, 2024
Watch: 10 Tips to Keep Your Jewelry Store Secure On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
AuctionsNov 14, 2024
18th-Century Diamond Necklace Sells for Nearly $5M Sotheby’s sold the necklace, which potentially has ties to Marie-Antoinette, for $4.8 million to a woman bidding via phone.
MajorsNov 14, 2024
Saks Fifth Avenue Cancels Holiday Light DisplayInstead of its usual elaborate display, the store will illuminate its façade and frame the windows to highlight its flagship’s architecture.
WatchesNov 14, 2024
Grand Seiko Partners With Ben Bridge on First Hawaii Store The new Grand Seiko boutique is located in Honolulu’s Waikiki neighborhood.
SourcingNov 13, 2024
Gem Legacy Adventures Announces 2025 Trip Eleven spots are available for travelers to visit Northern Tanzania and Southern Kenya from July 25 to Aug. 4.
AuctionsNov 13, 2024
Aga Khan Emerald Sells for $8.8M, Sets RecordThe emerald brooch-turned-pendant returned to auction after 55 years, setting a world record for most expensive emerald sold at auction.
AuctionsNov 13, 2024
‘Exceptional’ Burmese Ruby Ring Tops $5M at Auction Phillips also sold a 1.21-carat fancy red diamond dubbed the “Red Miracle” for more than $1 million at its jewelry auction in Geneva.
MajorsNov 13, 2024
Ariana Grande, Anya Taylor-Joy Star in Holiday Jewelry CampaignsFrom Swarovski to Tiffany & Co., jewelry retailers are enlisting celebrities to highlight their holiday offerings.
MajorsNov 13, 2024
Royal Chain’s New Catalog Is Out NowThe 2024-2025 book introduces hundreds of new designs.
