ColumnistsJan 21, 2025
Peter Smith: Sales Training’s Dirty Little SecretColumnistsJan 22, 2025
On Data: How Did Independent Jewelers Fare in 2024?
Sherry Smith shares data on the year gone by, including the breakdown between natural and lab-grown diamond sales.
Sherry Smith is director of business development at Edge Retail Academy, the leading jewelry business consulting and data aggregation firm. She can be reached at sherry@edgeretailacademy.com.
Despite economic uncertainties, American consumers showed their resilience in 2024, driving retail sales growth.
According to the National Retail Federation, retail contributed a staggering $5.28 trillion to the U.S. economy, a nearly 4 percent year-over-year increase that matches the average growth rate observed between 2010 and 2019.
This positive trend provides a strong tailwind for retailers heading into 2025, and independent jewelry retailers in particular have reason to be optimistic.
While data from the Edge Retail Academy shows that overall unit sales dipped slightly (2 percent) in 2024, gross sales surged, increasing 4 percent compared with 2023.
This success can be attributed, in part, to a 7 percent jump in the average retail sale, indicating customers are willing to spend more on quality pieces, particularly when it comes to diamonds.
Diamonds Are Still a Girl’s (and a Jeweler’s) Best Friend
The diamond category, encompassing both natural and lab-grown diamonds, demonstrated robust performance in 2024.
Key performance indicators across the board were positive.
• Gross sales: Up 2 percent
• Units sold: Up 2 percent
• Gross margin: Up 2 percent
• Average retail sale: Up 1 percent
While loose diamonds command the largest share (23 percent) of the diamond market, it was diamond bracelets that truly captured consumer attention with a striking 13 percent increase in both gross sales and units sold.
Diamond necklaces followed, with a 12 percent rise in gross sales and a 3 percent increase in units sold.
According to the National Retail Federation, retail contributed a staggering $5.28 trillion to the U.S. economy, a nearly 4 percent year-over-year increase that matches the average growth rate observed between 2010 and 2019.
This positive trend provides a strong tailwind for retailers heading into 2025, and independent jewelry retailers in particular have reason to be optimistic.
While data from the Edge Retail Academy shows that overall unit sales dipped slightly (2 percent) in 2024, gross sales surged, increasing 4 percent compared with 2023.
This success can be attributed, in part, to a 7 percent jump in the average retail sale, indicating customers are willing to spend more on quality pieces, particularly when it comes to diamonds.
Diamonds Are Still a Girl’s (and a Jeweler’s) Best Friend
The diamond category, encompassing both natural and lab-grown diamonds, demonstrated robust performance in 2024.
Key performance indicators across the board were positive.
• Gross sales: Up 2 percent
• Units sold: Up 2 percent
• Gross margin: Up 2 percent
• Average retail sale: Up 1 percent
While loose diamonds command the largest share (23 percent) of the diamond market, it was diamond bracelets that truly captured consumer attention with a striking 13 percent increase in both gross sales and units sold.
Diamond necklaces followed, with a 12 percent rise in gross sales and a 3 percent increase in units sold.
“To prevent a decline in average ticket prices, retailers must showcase the unique value propositions of both natural and lab-grown diamonds. This involves educating customers about the distinct characteristics of each.” — Sherry Smith
However, a closer look reveals a more nuanced picture within the diamond category.
• Natural diamonds: While natural diamond necklaces saw an uptick in gross sales, other categories experienced declines, leading to an overall 4 percent drop in gross sales for natural diamonds.
However, a 2 percent increase in average retail sale could indicate that customers are showing a preference for higher-priced natural diamond pieces, perhaps seeking larger stones or better quality.
• Lab-grown diamonds: Lab-grown diamonds continued their ascent in 2024, with every category except loose diamonds experiencing significant growth in gross sales (ranging from 21-57 percent) and units sold (29-62 percent).
However, the decline in average retail sale continues.
Interestingly, while lab-grown loose diamonds account for less than a quarter (23 percent) of total loose diamond sales value, they represent nearly half (47 percent) of unit sales.
This disparity between value and unit sales highlights a key dynamic in the evolving diamond market—customers are increasingly drawn to the larger carat weights and lower price points that lab-grown diamonds offer.
To prevent a decline in average ticket prices, retailers must showcase the unique value propositions of both natural and lab-grown diamonds. This involves educating customers about the distinct characteristics of each.
By effectively guiding customers through their choices, retailers can cater to a wider range of preferences and maintain healthy sales figures across both diamond categories.
Other Categories
The positive momentum extended beyond diamonds.
• Colored gemstones: Gross sales increased by 4 percent, driven by a 5 percent rise in average retail sale.
• Pearls: Despite a 9 percent decline in units sold, pearls enjoyed a 3 percent increase in gross sales, thanks to a significant 13 percent jump in average retail sale.
• Precious metals: There was 8 percent growth in gross sales for precious metals jewelry, with a 12 percent surge in average retail sale offsetting a 4 percent decline in units sold.
• Sterling silver and alternative metals: The category’s 3 percent growth in gross sales was due to the 6 percent increase in average retail sale offsetting the 3 percent decline in units sold.
• Watches: This category continued its steady growth with an 8 percent increase in gross sales.
• Services: Jewelry repair and other services saw healthy growth, with gross sales climbing 7 percent.
On a region-by-region basis, jewelers’ performance showed notable differences.
The Northeast led the pack with gains across all key performance indicators, including a robust 7 percent growth in gross sales, a modest 1 percent increase in units sold, and a 6 percent increase in average retail sale.
The South and Southeast also demonstrated a strong performance with 4 percent growth in gross sales.
In contrast, the West and Midwest experienced the largest declines in units sold, though they still managed to achieve modest sales growth of 1 percent and 3 percent, respectively.
Looking Ahead to 2025
The data paints a picture of resilience and opportunity for independent jewelry retailers in 2025.
While challenges remain, such as declining unit sales in certain categories and regions, the overall positive trends in consumer spending, coupled with strategic focus on data, experiential retail, and personalization, can pave the way for continued success.
Here are my key takeaways for the year ahead, which I will discuss in depth as a guest on the 2025 outlook episode of National Jeweler’s webinar series, “My Next Question.”
• Embrace experiential retail: Create unique in-store experiences to attract and engage customers.
• Leverage data: Utilize data analytics to understand customer preferences, optimize inventory, and personalize marketing efforts.
• Focus on high-value items: While unit sales may fluctuate, focus on increasing the average retail sale by offering unique, high-quality pieces.
• Monitor regional trends: Pay close attention to regional variations in consumer behavior and adapt strategies accordingly.
Forecasting the year ahead is always a challenge, but the current climate of uncertainty makes predictions for the retail industry particularly complex.
Successful brands will leverage data insights to anticipate customer needs and personalize experiences, ultimately driving convenience and satisfaction.
As technology increasingly blurs the lines between the digital and physical realms, customer loyalty will depend on a brand’s ability to create seamless, integrated, and memorable interactions across all touchpoints.
Wishing you a successful and prosperous year!
More on Columnists
The Latest
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
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.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
Weekly QuizFeb 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 20, 2026
Jewelers Vigilance Committee Names Julie Yoakum Board ChairJVC also announced the election of five new board members.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
IndependentsFeb 19, 2026
Bailey’s Fine Jewelry Co-Founder ‘Mama Ann’ Bailey Dies at 100Raised in an orphanage, Bailey was 18 when she met her husband, Clyde. They opened their North Carolina jewelry store in 1948.
IndependentsFeb 19, 2026
Material Good Opens Third Location Material Good is celebrating its 10th anniversary as it opens its new store in the Back Bay neighborhood of Boston.
Events & AwardsFeb 19, 2026
The Original Miami Beach Antique Show Returns in MarchThe show will be held March 26-30 at the Miami Beach Convention Center.
AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
PodcastsFeb 18, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
MajorsFeb 18, 2026
Select Jewelry Inks Agreement to Distribute Lightweight Gold JewelryIt will lead distribution in North America for Graziella Braccialini's new gold pieces, which it said are 50 percent lighter.
Policies & IssuesFeb 18, 2026
Community for Ethical Jewelry Looks for Executive DirectorThe organization is seeking a new executive director to lead it into its next phase of strategic growth and industry influence.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
