The company plans to raise the prices of select watches to offset the impact of tariffs.
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.

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.
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.
The Latest

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.


The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

The 3,300-square foot location is the jeweler's largest store in North America.

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

The lab has adjusted the scale it uses for nacre grading.

Sponsored by GCAL by Sarine

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

The nonprofit elected five judges who will decide the winners of its design competition.

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.