SurveysApr 01, 2021
Consumer Confidence Surges to One-Year High in MarchColumnistsApr 08, 2021
On Data: Examining Jewelry Sales in March
In her latest column, Sherry Smith weighs March 2021 against March 2019 to give a more accurate picture of how jewelry is performing.
Sherry Smith is director of business development for data and consulting company The Edge Retail Academy. In her role, Smith works with wholesalers, brands, and retail stores on business mentoring, and data analysis and aggregation. She can be reached at sherry@edgeretailacademy.com.
According to Kiplinger, overall retail sales are expected to jump in March and again in April, primarily due to the $1,400 per-person stimulus checks.
Let’s see if that held true for the fine jewelry category last month.
While comparing March 2021 to March 2020 is not instructive given the nationwide shutdown, when weighing March 2021 against March 2019, the results are compelling.
In March 2021, jewelry showed a 37.2 percent increase in gross sales versus March 2019.
Because many retailers were closed for much of March last year, it is also worth comparing the first quarter of this year with the first quarter of 2019.
The findings show jewelry sales in Q1 of March 2021 were up 30.6 percent when compared with the same period in 2019.
For context, January and February 2020 showed strong increases in number of units sold when compared with January and February 2019. It wasn’t until stores started closing in March 2020 that unit sales took a nosedive.
Notably, the average retail sale continued to climb every single month of the first quarter and year-over- year from 2019 through 2021.
Related stories will be right here …
Let’s see if that held true for the fine jewelry category last month.
While comparing March 2021 to March 2020 is not instructive given the nationwide shutdown, when weighing March 2021 against March 2019, the results are compelling.
In March 2021, jewelry showed a 37.2 percent increase in gross sales versus March 2019.
Because many retailers were closed for much of March last year, it is also worth comparing the first quarter of this year with the first quarter of 2019.
The findings show jewelry sales in Q1 of March 2021 were up 30.6 percent when compared with the same period in 2019.
For context, January and February 2020 showed strong increases in number of units sold when compared with January and February 2019. It wasn’t until stores started closing in March 2020 that unit sales took a nosedive.
Notably, the average retail sale continued to climb every single month of the first quarter and year-over- year from 2019 through 2021.
Here are a few additional highlights from March 2021.
The watch category made up 20.2 percent of total sales for the month and showed a 62 percent increase in gross sales when compared with March 2019, and a 20.1 percent increase compared with March 2020. (Believe it or not, watch sales were extremely strong throughout the pandemic.)
Watch units climbed 88 percent compared with March 2020 and 18 percent when compared with March 2019.
The average retail sale was up 13 percent when compared with March 2020 but grew 37.5 percent when compared with March 2019.
Loose diamonds made up 15 percent of total gross sales for the month, and their sales were up an impressive 38.9 percent compared with March 2019 and soared 115 percent compared with March 2020.
Even sterling silver, despite sustained periods of decline, performed well.
In March 2021, gross sales of sterling silver jewelry were up 5.3 percent compared with March 2019 and 107 percent compared with March 2020.
The rolling 12-month period ending February 2021 also shows a strong increase compared with 2019, despite having several months of closures in the data.
Gross sales increased 6.2 percent compared with the same period ending February 2019, and the average retail sale grew 31 percent.
With vaccinations accelerating at a rapid pace, there are some predicting retail sales growth will be front-loaded to the first half of this year.
While we can expect increased competition from travel as things open up, and retailers will find themselves fighting more for those disposable dollars, we suspect retailers who execute well will continue to see positive growth.
The watch category made up 20.2 percent of total sales for the month and showed a 62 percent increase in gross sales when compared with March 2019, and a 20.1 percent increase compared with March 2020. (Believe it or not, watch sales were extremely strong throughout the pandemic.)
Watch units climbed 88 percent compared with March 2020 and 18 percent when compared with March 2019.
The average retail sale was up 13 percent when compared with March 2020 but grew 37.5 percent when compared with March 2019.
Loose diamonds made up 15 percent of total gross sales for the month, and their sales were up an impressive 38.9 percent compared with March 2019 and soared 115 percent compared with March 2020.
Even sterling silver, despite sustained periods of decline, performed well.
In March 2021, gross sales of sterling silver jewelry were up 5.3 percent compared with March 2019 and 107 percent compared with March 2020.
The rolling 12-month period ending February 2021 also shows a strong increase compared with 2019, despite having several months of closures in the data.
Gross sales increased 6.2 percent compared with the same period ending February 2019, and the average retail sale grew 31 percent.
With vaccinations accelerating at a rapid pace, there are some predicting retail sales growth will be front-loaded to the first half of this year.
While we can expect increased competition from travel as things open up, and retailers will find themselves fighting more for those disposable dollars, we suspect retailers who execute well will continue to see positive growth.
Editors' Picks
Sponsored by
More on Columnists
The Latest
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
