Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
SurveysMay 20, 2015
Data revision paints grim picture for jewelers
Jewelry sales are down for the sixth consecutive month and revised data from the U.S. Commerce Dept. shows a smaller and less lucrative jewelry market overall.
Glen Allen, Va.--This past March marked the sixth consecutive month of weak consumer demand for fine jewelry and watches in the United States, and revised government data for specialty jewelers shows that their market share has slipped below 40 percent.
According to the latest data from the U.S. Commerce Department, sales totaled $5.2 billion for the month, a nearly 2 percent drop when compared with jewelry and watch sales figures from March 2014.
“In part, shoppers are purchasing less expensive fashion jewelry, rather than big-ticket gemstone jewelry,” industry analyst Ken Gassman said. “Further, research shows that younger shoppers are opting to spend money on ‘experiences’ rather than ‘stuff.’”
For specialty jewelers, meaning retailers who generate most of their revenue from the sale of jewelry, the year-over-year decline in sales was greater, sliding nearly 6 percent to an estimated $2 billion.
Gassman said these retailers reported a “double-whammy” trend in March: fewer shoppers, and a lower average ticket.
“Despite an ongoing plethora of price-based promotions, specialty jewelers lost market share as consumer demand for jewelry shifted to discounters and department stores,” he said, noting that new data shows specialty jewelers now hold less than 40 percent of the market, down from nearly 75 percent four decades ago.
While the U.S. is the largest jewelry-consuming market globally, Gassman said the size of the market is almost 10 percent smaller than previously reported following a major revision on 2008-20014 data performed by the U.S. Department of Commerce.
The revision shows that the market generated about $30.5 billion in sales last year, down from the $33.6 billion originally reported.
This new data also indicates that the specialty jewelry industry in the U.S. has not recovered to pre-recession sales levels, which peaked in 2007 at $30.8 billion, and that jewelry sales during the holiday selling season (November and December) were down in both 2013 (2 percent) and 2014 (4 percent), as opposed to previous reports that said sales only declined in the 2014 holiday season.
More so, the new data shows that specialty jewelers now hold only a 39 percent market share of the estimated $78.1 billion total market for jewelry in the U.S., down from the previously stated 43 percent.
“Based on the government’s newly revised data … we believe that jewelry sales in 2015 will be flat, at best, and could show a very modest decline from 2014 levels,”
Gassman said. “Specialty jewelers’ 2015 sales will likely continue to lag, and are expect(ed) to be below last year’s levels again.”
Gassman said this means suppliers, especially diamond merchants, will have little or no pricing power and that other jewelry suppliers will need to hold prices at 2014 levels.
More on Surveys
The Latest
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
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.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
Weekly QuizJul 10, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry DesignThe brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb JewelerGoldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the AmericasLongtime LVMH executive Michael Burke has stepped into the role.
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.
MajorsJul 10, 2025
Hearts On Fire Appoints New Sales DirectorVickie Rokkos has joined the jewelry company as its new national sales director of North America.
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show TipsSponsored by Rio Grande Jewelry Supply
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s SweetnessThe “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.
EditorsJul 09, 2025
The Most-Read Stories of 2025, So FarDiamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in ArkansasThey discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into PetalsThe “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.
ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium PricingLuxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.
IndependentsJul 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.
TechnologyJul 08, 2025
‘Diamond Divas’ Brings the Showroom to Social Media Reality SeriesIt follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.
Policies & IssuesJul 08, 2025
SMO Gold Launches New FoundationIn its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials SayThe announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.
SourcingJul 07, 2025
Natural Diamond Council CEO David Kellie To Step DownKellie, who joined the organization in 2019, will remain in his role through the end of 2025.
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store BurglaryPolice officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.
Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
