TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
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
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-InA trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond ProductionThe manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.
IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHoThe jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.
WatchesSep 25, 2025
Wilson & Son Jewelers Donates to the Horological Society of New YorkThe Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.
