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.
More on Surveys
The Latest
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
