Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
SurveysSep 21, 2016
Product Pulse: How Strong is Your Bridge Jewelry Business?
The category as a percentage of overall sales has either stayed the same or increased for the majority of retailers in recent years, our latest survey found.
John Hardy was one of the brands mentioned by a number of jewelers in the latest survey as a best-seller in the “bridge” jewelry category. This is the brand’s “Lava” hinged bangle in silver with black sapphires from the recently launched Modern Chain collection.
New York--The latest category-specific survey from National Jeweler/Jewelers of America shows that bridge jewelry as a percentage of overall sales has either stayed the same or increased for retailers in recent years.
The Product Pulse survey on bridge jewelry was conducted online in late August/early September; approximately 120 jewelers responded.
It defined bridge jewelry as pieces that “bridge” the gap between costume and fine, often crafted using gold vermeil/gold fill and/or sterling silver with “semi-precious” gemstones.
Nearly half (48 percent) of jewelers said that bridge jewelry sales have stayed about the same as a percentage of their overall sales in recent years, while another 43 percent said they have increased.
Only 10 percent said they were decreasing.
More than half of retailers (53 percent) said that bridge jewelry accounts for 10 percent or less of their overall sales, while 19 percent indicated it was between 11 percent and 15 percent of the total and another 11 percent put it somewhere between 16 and 20 percent.
Thirteen percent of respondents said bridge jewelry made up between 21 and 30 percent of total sales, and another 4 percent indicated it was between 31 and 40 percent.
Only 1 percent had bridge jewelry sales at more than 40 percent of overall sales.
In terms of the overall gross margin from bridge jewelry, the most respondents (57 percent) said that the category has more than a 50 percent margin for them, while one in four said it was between 41 and 50 percent.
Only 6 percent said it was between 31 percent and 40 percent margin, while 5 percent said bridge jewelry had a margin between 21 percent and 30 percent and the remaining 6 percent saw a 20-percent-or-less margin. 
When asked why they started carrying bridge jewelry, many survey takers said they did it when the price of gold began to go up in order to have jewelry at the price points consumers wanted.
“We started as soon as gold started rising in price so that we could still offer affordable jewelry,” one respondent wrote.
Another said that they made the move into bridge “to give our customers a wider price range to select from and try out some trendy fashions.”
The possibility of a higher margin from bridge jewelry also helped, as one retailer said they began carrying jewelry in the category 18 months ago “to compensate and boost sagging sales overall.”
Among the
brands mentioned as best-sellers in the bridge category were Frederic Duclos, Kendra Scott, David Yurman, John Hardy and Ed Levin.
Outside of specific brand names, many jewelers just stated that what does best for them in this category is sterling silver jewelry set with gems or diamonds.
Outside of specific brand names, many jewelers just stated that what does best for them in this category is sterling silver jewelry set with gems or diamonds.
More on Surveys
The Latest
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
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.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter PresidentThe announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.
EditorsApr 15, 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.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
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.
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.
