SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
SurveysNov 09, 2016
US Gold Jewelry Demand Down Slightly in Q3
The market saw demand decrease 1 percent, its first decline in three years, due to uncertainty from the presidential election and reluctance to spend amid the global economy.
A 14-karat rose gold necklace ($1,200) from Pamela Love’s collaboration with Shinola. Gold jewelry demand was down 1 percent in the United States in the third quarter.
London--The U.S.’s three-year streak of increasing gold jewelry demand came to an end in the third quarter, according to the World Gold Council’s latest Gold Demand Trends report.
The United States saw gold jewelry demand decrease by 1 percent year-over-year in the third quarter 2016 to 26.2 tons, marking the first decline in three years.
This is notable since the first half of 2016 saw the strongest jewelry demand in seven years as the U.S. continued a slow-but-steady recovery in the wake of the financial crisis.
Year-to-date, consumer demand of 74.6 tons is on a par with last year, the WGC said.
The council said that jewelry imports subsided during the quarter as inventory levels across the supply chain are at healthy levels.
It also noted that the uncertainty surrounding the now-over presidential election was responsible for some of the weakness, but added that research also suggests that wealthy consumers have become more reluctant to spend amid concerns about the global economy.
Globally, gold demand was down 10 percent year-over-year in the three-month period on the high gold price, and gold jewelry specifically saw a 21 percent decrease, marking its biggest decline since Q2 2014. It was the lowest third quarter for jewelry demand since 2011.
Year-to-date, jewelry demand has declined 18 percent compared with the same period last year to 1,423.6 tons to mark the lowest Q1 to Q3 total since 2009.
With a few minor exceptions, the WGC reported a decrease in all its monitored consumer markets, with a 28 percent decline in India and a 22 percent decrease in China, the world’s two largest markets for gold, as well as a 35 percent decrease in the Middle East and 31 percent decline in Europe (year-over-year).
High prices were the cause of continued weakness in the jewelry sector, which has seen a “severely depressed” 2016 so far.
The council said that the fourth quarter should see a recovery, with the drop of the gold price in October and the approach of key buying and gifting seasons, but it doesn’t expect a “clear revival” as pressures remain, Chinese consumers are changing their tastes, consumer environments in Europe and the U.S. remain hesitant, and more.
U.S. Consumer Trends
The first half of 2016 saw the strongest level of jewelry demand in the nation for seven years as the market continued its slow economic recovery.
With that in mind, the WGC surveyed 2,000 females in
Editors' Picks
Sponsored by
the U.S. between the ages of 18 and 65 to discover the motives and behaviors of gold jewelry consumers.
The survey found that gold does still play an important role in the U.S. jewelry market, with almost two-thirds of respondents stating that they own gold jewelry and 11 percent indicating they intend to buy gold jewelry within the next 12 months.
It also found that 14-karat gold is dominant in the U.S. market.
Of the consumers who had bought gold jewelry within the past year, 46 percent bought 14 karat while 22 percent purchased 18 karat.
Meanwhile, branding does not seem to play a big role in gold jewelry purchases in the country, with 45 percent of consumers who had bought gold jewelry saying it was unbranded, compared with 29 percent and 35 percent for diamond and platinum jewelry, respectively.
This appears to be a trend in the market, the WGC said, as “multi-line retailers dominate, and have been gaining market share at the expense of specialty jewelry merchants, who have suffered severe sales shrinkage so far this year.”
Even though purchasing via the internet continues to be an important part of the industry, the in-store experience still is a crucial aspect as well: 55 percent of survey-takers saying they sought ideas at stores before making a purchase, followed by opinions and suggestions from friends and family.
For millennials, however, this was a little different--while they still used stores and friends and families, online blogs were the most popular part of deciding about a purchase.
Though the WGC found that the U.S. gold market still isn’t where it was 10 years ago, there appears to be plenty of latent demand in the U.S., where “share of mind” is greater than the actual “share of purchase.”
This latent demand is a positive thing for retailers, even though the WGC noted that it’s not easy to convert that directly to sales, especially as U.S. consumers think it is somewhat unaffordable and fine jewelry underperforms with the younger generations.
They will need to “tackle consumers’ price and affordability perceptions, for example, by continuing to develop and market pieces at lower price points, and by developing online strategies to engage more effectively with the younger generation.”
The survey found that gold does still play an important role in the U.S. jewelry market, with almost two-thirds of respondents stating that they own gold jewelry and 11 percent indicating they intend to buy gold jewelry within the next 12 months.
It also found that 14-karat gold is dominant in the U.S. market.
Of the consumers who had bought gold jewelry within the past year, 46 percent bought 14 karat while 22 percent purchased 18 karat.
Meanwhile, branding does not seem to play a big role in gold jewelry purchases in the country, with 45 percent of consumers who had bought gold jewelry saying it was unbranded, compared with 29 percent and 35 percent for diamond and platinum jewelry, respectively.
This appears to be a trend in the market, the WGC said, as “multi-line retailers dominate, and have been gaining market share at the expense of specialty jewelry merchants, who have suffered severe sales shrinkage so far this year.”
Even though purchasing via the internet continues to be an important part of the industry, the in-store experience still is a crucial aspect as well: 55 percent of survey-takers saying they sought ideas at stores before making a purchase, followed by opinions and suggestions from friends and family.
For millennials, however, this was a little different--while they still used stores and friends and families, online blogs were the most popular part of deciding about a purchase.
Though the WGC found that the U.S. gold market still isn’t where it was 10 years ago, there appears to be plenty of latent demand in the U.S., where “share of mind” is greater than the actual “share of purchase.”
This latent demand is a positive thing for retailers, even though the WGC noted that it’s not easy to convert that directly to sales, especially as U.S. consumers think it is somewhat unaffordable and fine jewelry underperforms with the younger generations.
They will need to “tackle consumers’ price and affordability perceptions, for example, by continuing to develop and market pieces at lower price points, and by developing online strategies to engage more effectively with the younger generation.”
More on Surveys
The Latest
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
