MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
SurveysMay 21, 2020
This Survey Shows a Mother’s Day Demand for Jewelry
A survey from MVI Marketing indicated jewelry was a top gift among those who typically buy in the category, even during the pandemic.
Two necklaces from Baby Gold, Helen Ashikian’s line of 14-karat gold “Mommy and Me” jewelry. Both yellow gold and necklaces were top jewelry gifts for Mother’s Day this year, an MVI Marketing survey shows.
New York—A recent survey shows the pandemic didn’t negate Mother’s Day gifting for jewelry lovers this year.
In a survey conducted May 11, the day after the holiday, MVI Marketing picked the brains of 405 male and female American fine jewelry consumers with household incomes between $50,000 and $150,00 and a median age of 37.
The findings showed these consumers still purchased or received jewelry and watches for Mother’s Day, despite the economic losses and isolation brought on by the spread of COVID-19.
Of the 83 percent of husbands who bought their female significant others a gift for the occasion, 57 percent opted for jewelry and 13 percent for a watch.
Of the 80 percent of daughters who bought a gift, 31 percent purchased jewelry and 5 percent purchased a watch. Of the 83 percent of sons who bought a gift, 47 percent opted for jewelry and 11 percent opted for a watch.
One obvious shutdown-related shopping effect was the increase in digital spending, with the majority of shoppers buying their presents online.
The majority of online jewelry purchases (48 percent) were from a chain jewelry store, like Tiffany & Co., Zales, Helzberg, etc., while 36 percent of consumers surveyed bought their Mother’s Day jewelry from major e-commerce sites like Amazon, Etsy and Blue Nile.
Online jewelry sales at locally owned fine jewelry stores accounted for 26 percent of purchases, tied with department stores, while big-box stores accounted for 7 percent of jewelry and watch purchases.
The most popular jewelry item was a pendant or necklace, which “far exceeded” other categories, MVI noted.
While yellow gold has been on the rise for the last decade, it officially edged out white gold in the survey, with the former accounting for 42 percent of jewelry purchases and the latter accounting for 33 percent.
Platinum accounted for 16 percent and silver, 14 percent.
Diamonds proved to be the most popular gemstone, comprising 31 percent of the purchases, with colored gemstones at 11 percent and pearls at 6 percent.
The lion’s share of online watch purchases were through online-only retailers (46 percent) followed by chain jewelry and watch stores (42 percent), department stores (27 percent) and, lastly, independent jewelers and big-box stores (each 15 percent).
The average amount spent on jewelry and watches was $450.
Besides jewelry, gift cards were the second most popular gift from husbands, sons and daughters.
Naturally, experiences, trips and memberships were the least popular categories.
Of the women polled who didn’t receive jewelry this Mother’s Day, 28 percent said they would have liked to, while 27 percent said no, they have enough.
For watches, 32 percent of respondents said no, they wouldn’t have liked to receive one as they have enough while 25 percent said yes, they would have liked it.
For more information on the research, visit MVI Marketing’s website.
More on Surveys
The Latest
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
