SurveysNov 01, 2021
Why the NRF Believes It’ll Be a Record-Setting Holiday SeasonSurveysNov 29, 2021
Survey: Jewelry, Watch Purchases Are Up in 2021
Here’s what else Provoke Insights found in its latest consumer study.
The Boheme Confetti Lune Noire chain from Delphine Leymarie Fine Jewelry’s new Confetti Lune collection, featuring onyx inlay and 18-karat yellow gold ($2,460)
New York—Consumer behavior has changed since the start of the pandemic, and it’s an area that continues to transform.
To help brands keep up with these shifting behaviors and the trends that are popping up, market research firm Provoke Insights launched a biannual study gauging consumer thoughts.
This fall, it conducted a 15-minute survey from Sept. 22-28 among 1,504 Americans between the ages of 21 and 65.
When it comes to luxury accessories, the study found that more than 10 percent of consumers are buying jewelry and watches, up slightly from earlier this year.
According to the survey results, 6 percent indicated they had purchased fine jewelry in the past month, a 1 percent increase from January 2021.
For watches, meanwhile, 7 percent of survey takers said they had purchased a watch in the past month, which is a 3 percent uptick over January.
Interestingly, these purchases are being made by younger, more affluent consumers living in urban areas, Provoke Insights found.
Related stories will be right here …
To help brands keep up with these shifting behaviors and the trends that are popping up, market research firm Provoke Insights launched a biannual study gauging consumer thoughts.
This fall, it conducted a 15-minute survey from Sept. 22-28 among 1,504 Americans between the ages of 21 and 65.
When it comes to luxury accessories, the study found that more than 10 percent of consumers are buying jewelry and watches, up slightly from earlier this year.
According to the survey results, 6 percent indicated they had purchased fine jewelry in the past month, a 1 percent increase from January 2021.
For watches, meanwhile, 7 percent of survey takers said they had purchased a watch in the past month, which is a 3 percent uptick over January.
Interestingly, these purchases are being made by younger, more affluent consumers living in urban areas, Provoke Insights found.
Luxury purchasers are more likely to want to take their time picking items—61 percent of those who said they had purchased jewelry or watches in the past month said they enjoy spending time to pick items.
And 49 percent of those who had bought jewelry or watches recently said they are more likely to stick with brands they know.
More of the luxury purchasers are willing to pay a premium for a sustainably sourced item, and they prefer to shop online—41 percent of luxury shoppers said this is their preference.
And though they might prefer e-commerce shopping, when they are in store, luxury consumers indicated they feel the experience has improved compared with shopping pre-pandemic, especially when it comes to store cleanliness and customer service.
Provoke also asked respondents about attire and fashion trends.
It found that Americans are still dressing “dressing down” compared to what they wore pre-COVID, with more than three-fourths saying their attire is more casual.
This includes jewelry, with women saying overall they’re wearing less jewelry than they were before, though that number appears to be decreasing. More women are back to wearing jewelry than at the start of the pandemic, Provoke Insights said.
To view the full Fall 2021 Trends study, visit ProvokeInsights.com.
Editors' Picks
Sponsored by
More on Surveys
The Latest
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
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.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
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.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
