CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
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
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
