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
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
Weekly QuizApr 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.
Policies & IssuesApr 10, 2025
Trump Presses Pause on Higher Tariffs for 90 DaysAn across-the-board tariff of 10 percent remains in place for all U.S. trading partners, except China.
MajorsApr 10, 2025
Brilliant Earth Taps Influencers, Their Moms for Mother’s Day CampaignBrigette Pheloung and Tania Sarin, and their mothers, star in the campaign wearing medallions they co-designed.
MajorsApr 10, 2025
Pary LeVian, Matriarch of the LeVian Family, Dies at 96LeVian is remembered for her unwavering commitment to her family, community, and helping others.
Events & AwardsApr 10, 2025
Hamptons Jewelry Show to Debut This SummerThe retail show is open to the public and will run July 24-27.
EditorsApr 09, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
MajorsApr 09, 2025
Tiffany & Co. Opens Flagship in BrazilThe new store in the upscale Iguatemi São Paulo mall is the storied brand’s first flagship in Brazil.
AuctionsApr 09, 2025
Bonhams to Offer Selection of Chaumet JewelsThe pieces span from the Art Deco period to the 1970s and will go up for auction at the Paris Jewels sale later this month.
MajorsApr 09, 2025
Pandora Names Tyla as Its New Brand AmbassadorThe Grammy-winning singer-songwriter, who is set to perform at Coachella this month, also debuted a curated selection from the brand.
WatchesApr 08, 2025
Here Are the New Rolex Watches for 2025The introductions include the Land-Dweller, Rolex’s first new model since 2012, as well as several new dials for its classic timepieces.
MajorsApr 08, 2025
Willis Cowlishaw, Zale Executive and Mentor to Many, Dies at 98Cowlishaw earned a degree in horology after serving in World War II, working at one of the first Zales stores in Tulsa, Oklahoma.
AuctionsApr 07, 2025
182-Carat Paraíba-Type Tourmaline Heading to Auction in Hong KongBonhams will offer the “Kat Florence Lumina” at its May 22 jewelry auction.
CrimeApr 07, 2025
Third Man Involved in $2.7M Smash-and-Grab Is SentencedIn March 2022, the men went into a jewelry store in Beverly Hills and smashed the display cases with sledgehammers and crowbars.
AuctionsApr 07, 2025
Sotheby’s ‘Area_51’ Watch Auction Totals $1.6MThe 51 unique watches from Sotheby’s three-day sale and immersive exhibition all found buyers, with the top lot selling for $229,955.
MajorsApr 07, 2025
Jewelers Mutual Expands to Australia Via New AcquisitionThe company has acquired Australian jewelry insurance provider Jewellers Loop.
Events & AwardsApr 07, 2025
Converge Taps Neuroscientist as Opening Keynote SpeakerBeau Lotto’s immersive presentation will be a blend of neuroscience, art, and entertainment.
AuctionsApr 04, 2025
25-Carat Burmese Sapphire Brooch Sells for $101KA pink topaz Belle Époque pendant-brooch and a Victorian Egyptian Revival choker were also highlights at a recent Anderson & Garland sale.
