FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
EditorsDec 14, 2017
And the Survey Says …
What a recent study tells us about optimism in the industry, where people are buying jewelry and how much of it they are buying for themselves.
A recent study commissioned by Jewelers of America shows that retailers could unlock a lot of potential by marketing to consumers buying jewelry for themselves at random times throughout the year, not just during holidays. Pictured here is Marla Aaron’s 14-karat yellow gold chain and lock, which retails for $732.
Jewelers of America, which owns this fine publication, just announced the completion of a study it commissioned, the “Fine Jewelry Industry Consumer and Retail Market Study.”
Conducted by Provoke Insights, the study surveyed two distinct groups: those who own jewelry stores (retailers) and those who, hopefully, shop in them (consumers).
While the full results of the study are being published in a white paper made available to JA members only, I was able to get my hands on a copy and will share some of what I think are the most interesting points below.
Let’s start with the retail portion of the study, which surveyed 275 JA member retailers.
When asked about the overall state of the market, survey-takers were overwhelmingly positive, with 79 percent of respondents saying they expect sales to greatly (23 percent) or slightly (56 percent) increase over the next three years.
Only 10 percent of respondents said they expect sales to decline, with the remaining 11 percent forecasting flat sales.
Still, they recognize there are challenges, chief among them being how to evolve and compete in the rapidly changing retail landscape.
Part of being able to compete today is, of course, having an updated website that is both responsive and e-commerce enabled. But that is a challenge, particularly for the smallest jewelers.
The survey shows that only 24 percent of retailers with less than five employees have an e-commerce-enabled website. That number climbs to 36 percent for jewelers with five to 10 employees, and tops 50 percent of those with 11 or more employees.
“When it comes to purchasing high-priced items, customer service is key. Local stores have a real opportunity to offer uniquely luxurious experiences.” -- Jewelers of America, “Fine Jewelry Industry Consumer and Retail Market Study”Now, on to consumers, specifically the 2,019 who were surveyed.
What the study found was that regardless of their age, consumers at least like to see a piece of fine jewelry in a store before they buy, even if they do their initial research online.
What’s more, many consumers prefer to shop at local stores over websites, big-box stores and duty-free shops. This is particularly true of those looking to give fine jewelry as a gift.
In the survey, the top location for purchasing fine jewelry was a national chain store, cited by 56 percent of all respondents.
Local stores/small businesses and department stores were next, tied at 47 percent, followed by online retailers that have
some sort of physical presence (33 percent), online-only retailers (28 percent), big-box stores (17 percent), duty-free shops (7 percent) and “other,” like at auction or on vacation (1 percent).
“When it comes to purchasing high-priced items, customer service is key,” JA states in the survey results. “Local stores have a real opportunity to offer uniquely luxurious experiences to compete against department stores, chains and e-commerce websites, where customers have less access to qualified jewelers and gemologists.”
But the survey also showed that jewelers of all sizes are missing out an opportunity--selling to individuals, particularly women, looking to buy jewelry for themselves at any point during the year.
Forty-three percent of survey-takers said they had purchased or received jewelry as a gift in the last year, but only 22 percent bought jewelry for themselves.
Other luxury items don’t have this problem; the survey showed that respondents aren’t timid about buying themselves designer accessories/sunglasses, watches/other timepieces, and designer handbags or leather goods.
First, attitudes toward marriage are changing. People are waiting longer to wed, or, in many cases, never getting married, either because there’s no longer a social stigma attached to living together out of wedlock or because they’re not in a relationship at all. An article published earlier this fall by the Pew Research Center put the number of single U.S. adults at 42 percent.
So if retailers are waiting around until consumers are getting engaged or thinking about getting engaged to sell them jewelry, then they could be waiting a long time.
Secondly, there is a lot more “noise” around the major gift-giving holidays, like Christmas, Valentine’s Day and Mother’s Day, making it harder to get one’s message heard.
As the survey says: “Focusing marketing efforts outside of major gift-giving holidays is more economical because of off-peak media costs. It can be easier to get one’s promotion or message heard by consumers when they are not inundated with holiday promotions.”
“When it comes to purchasing high-priced items, customer service is key,” JA states in the survey results. “Local stores have a real opportunity to offer uniquely luxurious experiences to compete against department stores, chains and e-commerce websites, where customers have less access to qualified jewelers and gemologists.”
But the survey also showed that jewelers of all sizes are missing out an opportunity--selling to individuals, particularly women, looking to buy jewelry for themselves at any point during the year.
Forty-three percent of survey-takers said they had purchased or received jewelry as a gift in the last year, but only 22 percent bought jewelry for themselves.
Other luxury items don’t have this problem; the survey showed that respondents aren’t timid about buying themselves designer accessories/sunglasses, watches/other timepieces, and designer handbags or leather goods.
RELATED CONTENT: 10 Jewels for the Self-Purchasing Female ConsumerThis is problematic for a couple of reasons.
First, attitudes toward marriage are changing. People are waiting longer to wed, or, in many cases, never getting married, either because there’s no longer a social stigma attached to living together out of wedlock or because they’re not in a relationship at all. An article published earlier this fall by the Pew Research Center put the number of single U.S. adults at 42 percent.
So if retailers are waiting around until consumers are getting engaged or thinking about getting engaged to sell them jewelry, then they could be waiting a long time.
Secondly, there is a lot more “noise” around the major gift-giving holidays, like Christmas, Valentine’s Day and Mother’s Day, making it harder to get one’s message heard.
As the survey says: “Focusing marketing efforts outside of major gift-giving holidays is more economical because of off-peak media costs. It can be easier to get one’s promotion or message heard by consumers when they are not inundated with holiday promotions.”
More on Editors
The Latest
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsNov 26, 2025
Serafino Consoli Names New VP of Sales, Brand Development for the AmericasLuxury veteran Alejandro Cuellar has stepped into the role at the Italian fine jewelry brand.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 26, 2025
Grandview Klein Presents 4 Scholarships in NamibiaThe company gave awards to four students at the Namibia University of Science & Technology, including one who is a Grandview Klein employee.
IndependentsNov 25, 2025
Pearl Stringer Margaret Hoisik DiesShe is remembered as an artist who loved her craft and was devoted to her faith, her friends, and her family.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
SourcingNov 25, 2025
Finestar Opens Diamond Manufacturing Facility in JohannesburgIt joins the company’s other manufacturing facilities globally, including in India, Botswana, and Namibia.
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
