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
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
