AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
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
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
