Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
Brought to you by
Bucking the Trend: Jewelry Shoppers Largely Shopping In-Store and Spending More
With traditional retailers now offering immensely innovative e-commerce experiences and brands that were born exclusively online now boasting impressive brick-and-mortar stores, retail is undoubtedly experiencing a significant transformation.
Brought To You By Citi Retail Services
With traditional retailers now offering immensely innovative e-commerce experiences and brands that were born exclusively online now boasting impressive brick-and-mortar stores, retail is undoubtedly experiencing a significant transformation.
It’s clear customers enjoy both channels, depending on what they’re in the market for and their physical proximity to brick-and-mortar locations. But how does shopping for jewelry differ or align with the evolving retail industry at large? The answer: it largely bucks the trend.
According to a recent nationwide survey of 1,000 U.S. consumers commissioned by Citi Retail Services – one of North America’s largest providers of private label and co-brand credit cards for retailers – over two-thirds (68%) of those who have previously purchased jewelry have purchased most or all of their jewelry in-store, compared to just 12 percent online. Evidently, when it comes to jewelry, brick-and-mortar still shines bright.
It’s clear customers enjoy both channels, depending on what they’re in the market for and their physical proximity to brick-and-mortar locations. But how does shopping for jewelry differ or align with the evolving retail industry at large? The answer: it largely bucks the trend.
According to a recent nationwide survey of 1,000 U.S. consumers commissioned by Citi Retail Services – one of North America’s largest providers of private label and co-brand credit cards for retailers – over two-thirds (68%) of those who have previously purchased jewelry have purchased most or all of their jewelry in-store, compared to just 12 percent online. Evidently, when it comes to jewelry, brick-and-mortar still shines bright.
All the Feels: Purchasing Jewelry is a Highly Tactile Experience
While online shopping is often believed to be more efficient from a timing perspective, there are a number of other considerations for shoppers in the market for jewelry specifically. Nearly half (44%) of shoppers prefer being able to try on jewelry in-person before purchasing, according to the survey. Whether the item is for themselves or someone else, selecting jewelry is a very personal decision, so handling the piece before buying it can often give customers more confidence in their purchase.
And in turn, when consumers have more confidence shopping in-store, they’re also comfortable spending more. The survey found that in-store, 40 percent of consumers have purchased a piece that cost at least $1,000 with the most expensive piece of jewelry averaging $2,269—that’s more than double the $1,099 average for online purchases. And interestingly, Gen Xers are more likely to shell out in-store for higher-ticket items than Boomers, averaging over $3,000 for their most expensive jewelry.
For retailers who already have or are building an online presence, it would be wise to consider including detailed descriptions, photos and sizing charts to product pages and providing easy access to expedited shipping to help customers gain more confidence when making online purchases.
And in turn, when consumers have more confidence shopping in-store, they’re also comfortable spending more. The survey found that in-store, 40 percent of consumers have purchased a piece that cost at least $1,000 with the most expensive piece of jewelry averaging $2,269—that’s more than double the $1,099 average for online purchases. And interestingly, Gen Xers are more likely to shell out in-store for higher-ticket items than Boomers, averaging over $3,000 for their most expensive jewelry.
For retailers who already have or are building an online presence, it would be wise to consider including detailed descriptions, photos and sizing charts to product pages and providing easy access to expedited shipping to help customers gain more confidence when making online purchases.
Shine Bright Like a Diamond: Financing and Complimentary Services Reign
Beyond having more control over their purchases, there are a number of other drivers motivating shoppers to go in store for jewelry purchases. Store services like complimentary cleanings (49%), financing options (28%), styling assistance (16%) and leasing
or rental programs, such as borrowing for a short period of time (6%), were all noted by those surveyed as reasons to visit jewelers in-store.
In terms of financing options specifically, consumers indicated that they would be most likely to finance a jewelry purchase for major milestones including anniversaries (43%), weddings (34%), engagements (34%), graduations (15%) and new babies (12%). Further, Gen Xers are most likely to take advantage of financing options, with 34% indicating that they would use, compared to 26% for Boomers and 28% for Millennials.
Providing financing options in addition to other services like complimentary cleanings and styling assistance to customers offers jewelers a chance to increase foot traffic in their stores and potentially drive repeat sales. Also, ensuring your sales staff are well trained to liaise with customers and detail applicable services is key in developing and sustaining long-term relationships and increasing repeat sales in the process. And for jewelry dealers, that’s the holy grail.
Across the country, Citi Retail Services works with jewelry retailers to offer the Jewelers Reserve Card to their customers. By making purchasing easier for customers, the Jewelers Reserve program helps jewelry retailers build customer loyalty and repeat sales for their businesses. To find out more about the Jewelers Reserve program, visit jhttps://www.citiretailservices.com/industries/jewelry/
In terms of financing options specifically, consumers indicated that they would be most likely to finance a jewelry purchase for major milestones including anniversaries (43%), weddings (34%), engagements (34%), graduations (15%) and new babies (12%). Further, Gen Xers are most likely to take advantage of financing options, with 34% indicating that they would use, compared to 26% for Boomers and 28% for Millennials.
Providing financing options in addition to other services like complimentary cleanings and styling assistance to customers offers jewelers a chance to increase foot traffic in their stores and potentially drive repeat sales. Also, ensuring your sales staff are well trained to liaise with customers and detail applicable services is key in developing and sustaining long-term relationships and increasing repeat sales in the process. And for jewelry dealers, that’s the holy grail.
Across the country, Citi Retail Services works with jewelry retailers to offer the Jewelers Reserve Card to their customers. By making purchasing easier for customers, the Jewelers Reserve program helps jewelry retailers build customer loyalty and repeat sales for their businesses. To find out more about the Jewelers Reserve program, visit jhttps://www.citiretailservices.com/industries/jewelry/
More on Surveys
The Latest
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
