WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
SurveysApr 19, 2021
New Nielsen Study Shows Consumer Optimism Toward Jewelry
The survey showed Americans are becoming more optimistic about their financial futures and view precious jewelry as an important category.
A graph from a recent Nielsen IQ study, commissioned by Platinum Guild International USA, shows Americans expect economic conditions and their personal financial situations to improve in the second quarter of 2021.
New York—According to a new study, consumers’ optimism in the economy and their personal financial futures is increasing.
Platinum Guild International USA commissioned the study, which was conducted by Nielsen IQ in four key global markets: the United States, mainland China, India and Japan.
In the U.S., Nielsen interviewed 500 consumers in February and early March this year.
While only 33 percent surveyed called current economic conditions “positive,” with 28 percent deeming them “neutral” and 39 percent “negative,” the survey showed higher expectations for economic conditions in the next three months.
More than half, or 53 percent, said they expected economic conditions in the next three months to “get better,” 26 percent said they expected them to “stay the same” and only 22 percent thought they would “get worse.”
When asked about their own financial situations, 46 percent indicated their current status was “positive,” 35 percent said “neutral,” and 19 percent said “negative.”
But again, respondents were optimistic about the coming three months, with 54 percent believing their personal financial situations would “get better,” 35 percent believing they would “stay the same” and only 10 percent indicating they thought they would “get worse.”
PGI USA shared several jewelry-specific insights from the study, such as over half of respondents indicating they were looking to purchase non-bridal jewelry in the next year.
Females age 18 to 45 are the most likely to buy themselves non-bridal jewelry, while males age 31 to 45 are the most likely to gift jewelry. Eight out of 10 respondents said they now feel comfortable shopping in-store.
Fine jewelry perception also proved to be positive.
Thirty-three percent of respondents “strongly agreed” that precious jewelry remains important for commemorating important occasions, while 43 percent “agreed,” 18 percent felt “neutral” toward the statement, 4 percent disagreed and 2 percent strongly disagreed.
Thirty-three percent of respondents also “strongly agreed” that precious jewelry is personally meaningful to them, with 39 percent “agreeing,” 20 percent saying they felt “neutral” toward the idea, 4 percent “disagreeing” and 3 percent “strongly disagreeing.”
When asked if they agreed with the statement: “Precious jewelry is a great purchase as it retains its value, which is important in today’s times,” 33 percent “strongly agreed,” 39 percent “agreed,” 19 percent said they felt “neutral” toward the statement, 7 percent “disagreed” and 3 percent “strongly disagreed.”
Lastly, 30 percent of American respondents said they “strongly agreed” that “precious jewelry signifies significant emotions and relationships that I cherish more than other luxury items.”
43 percent “agreed,” 18 percent felt “neutral,” 6 percent “disagreed” and 3 percent “strongly disagreed.”
Platinum Guild International USA commissioned the study, which was conducted by Nielsen IQ in four key global markets: the United States, mainland China, India and Japan.
In the U.S., Nielsen interviewed 500 consumers in February and early March this year.
While only 33 percent surveyed called current economic conditions “positive,” with 28 percent deeming them “neutral” and 39 percent “negative,” the survey showed higher expectations for economic conditions in the next three months.
More than half, or 53 percent, said they expected economic conditions in the next three months to “get better,” 26 percent said they expected them to “stay the same” and only 22 percent thought they would “get worse.”
When asked about their own financial situations, 46 percent indicated their current status was “positive,” 35 percent said “neutral,” and 19 percent said “negative.”
But again, respondents were optimistic about the coming three months, with 54 percent believing their personal financial situations would “get better,” 35 percent believing they would “stay the same” and only 10 percent indicating they thought they would “get worse.”
PGI USA shared several jewelry-specific insights from the study, such as over half of respondents indicating they were looking to purchase non-bridal jewelry in the next year.
Females age 18 to 45 are the most likely to buy themselves non-bridal jewelry, while males age 31 to 45 are the most likely to gift jewelry. Eight out of 10 respondents said they now feel comfortable shopping in-store.
Fine jewelry perception also proved to be positive.
Thirty-three percent of respondents “strongly agreed” that precious jewelry remains important for commemorating important occasions, while 43 percent “agreed,” 18 percent felt “neutral” toward the statement, 4 percent disagreed and 2 percent strongly disagreed.
Thirty-three percent of respondents also “strongly agreed” that precious jewelry is personally meaningful to them, with 39 percent “agreeing,” 20 percent saying they felt “neutral” toward the idea, 4 percent “disagreeing” and 3 percent “strongly disagreeing.”
When asked if they agreed with the statement: “Precious jewelry is a great purchase as it retains its value, which is important in today’s times,” 33 percent “strongly agreed,” 39 percent “agreed,” 19 percent said they felt “neutral” toward the statement, 7 percent “disagreed” and 3 percent “strongly disagreed.”
Lastly, 30 percent of American respondents said they “strongly agreed” that “precious jewelry signifies significant emotions and relationships that I cherish more than other luxury items.”
43 percent “agreed,” 18 percent felt “neutral,” 6 percent “disagreed” and 3 percent “strongly disagreed.”
Editors' Picks
Sponsored by
More on Surveys
The Latest
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Medal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
