Surveys

Product Pulse: How Are Your Pearl Sales?

SurveysJul 20, 2016

Product Pulse: How Are Your Pearl Sales?

The jewelers who took our latest poll indicated they are not on the rise, due in part to the new generation’s lack of interest in pearl jewelry.

20160720_Imperial-jewelry.jpg
Their 14-karat gold ring set with graduated pearls, amethyst and diamonds “is the truly modern way to wear pearls,” Imperial Pearl said. This ring retails for $1,350.

New York--National Jeweler/Jewelers of America’s latest category-specific survey showed that pearl jewelry sales continue to slip, despite the industry’s efforts to make more modern-looking pearl pieces.

The Product Pulse survey on pearl jewelry was conducted online in late June/early July. Approximately 144 jewelers responded.

Of those, 84 percent reported that their pearl jewelry sales have declined as a percentage of overall sales in the past three years (43 percent) or stayed about the same (41 percent).

Only 16 percent reported an increase in pearl jewelry sales.

When asked what prevented them from making more pearl sales, many respondents said it’s a matter of perception.

Younger people view pearls are being too old-fashioned or too formal for their casual tastes. This comes despite many companies’ efforts to recreate pearls for a new generation.




“We find that traditional pearl necklaces are not on the radar of anyone under the age of 40- something,” one survey-taker wrote. “Pearl studs sell to most all ages, as does decorative silver with small mabe pearls as earrings or pendants.”

Other responses included, “The perception is it (the pearl) is for older ladies. Not really current or fast fashion,” and “Younger people don't seem to want pearls … not trendy and they think it is for old people.” Another noted simply that, “classics are out.”

The lack of education among consumers--i.e., getting them to understand why the fine jewelry store’s Japanese akoyas costs more than the strand of freshwater pearls they saw at a chain department store--also was mentioned.

Pearl sellers, however, fear not: Some do have hope for the pearl, which once was the most desired gemstone in the world.

One survey-taker said, “I believe the pearl trend will come back into favor, but for now this generation does not seem to align themselves with pearls.”

“People think they are old-fashioned,” another respondent wrote. “(But) when we show them how funky they can be, our customers love them!!”

Best-Selling Brands
Imperial Pearl, Mastoloni and Honora were among the most-mentioned companies on the survey’s list of best-selling brands.

Mikimoto, ASBA, Galatea and Baggins also were cited by multiple survey respondents.

As in past Product Pulse polls, a number of jewelers said the best-selling brand in their store was their own, custom jewelry they create in-house.

One respondent wrote, “I string most of our designs. I like to keep abreast of pearl fashion as they are my particular favorite.”

Merry Month
Also included in the latest Product Pulse poll was a question asking jewelers to compare their sales with the same time period last year, and the results were fairly merry this month.




Seventy percent of respondents reported that business was the same in May 2016 as compared with May 2015, with the greatest percentage of those, 30 percent, reporting a 25 percent year-over-year increase in sales.

Of the survey-takers who reported a decline in sales, only 9 percent said the drop was greater than 25 percent.

National Jeweler/Jewelers of America’s monthly Product Pulse survey was conducted between June 27 and July 5 in conjunction with its Business Pulse survey, which asked jewelers about their methods of counting foot traffic.

The results of survey ran earlier this week on NationalJeweler.com.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Weekly QuizJun 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

DCA-student-cert-NJ1872x1052-2.png
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry Business

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Pandora Las Vegas ribbon cutting ceremony
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American Flagship

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

Tiffany Stevens
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board Leader

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

Lee Min Seo and Ianyan Jewelry
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused Award

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

De Beers desert diamonds
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’

“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.

Gresham grasshopper ring
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet Ring

It's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.

Mary Chiam
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEO

The brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.

Lauren Johansen
MajorsJun 10, 2025
Lauren Johansen Joins Loudr

As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.

Lunar Rain cat locket
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are …

Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.

Nancy Astor tiara
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2M

The rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.

2025 National Jeweler Retailer Hall of Fame inductees
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame Inductees

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

2025 CASE Award Submission Graphic
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025

The deadline to submit is June 16.

RDI Diamonds and Lavalier Personal Jewelry Insurance Logos
MajorsJun 09, 2025
RDI Diamonds Partners With Lavalier

The diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.

Harwell Godfrey Granny Square Eleanor Necklace
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

 Laura Gallon Joaillerie “Dynasty” ring, Bijules “Compass” bolo tie, Löf “The Orbitalis” ring
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design Atelier

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

Jack Abraham The Royal Ruby Collection
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las Vegas

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

Daymond John
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Vaishali Banerjee and Pallavi Sharma
MajorsJun 05, 2025
Platinum Guild International Updates Leadership Team

Two existing executives have been given new roles.

Meredith Tiderington
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship Recipient

Meredith Tiderington, an electrical engineering student, was selected for the award.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy