ColumnistsJan 21, 2025
Peter Smith: Sales Training’s Dirty Little SecretPeter Smith pulls back the curtain on the often misinterpreted, and sometimes maligned, world of sales training.
SurveysSep 21, 2016
Product Pulse: How Strong is Your Bridge Jewelry Business?
The category as a percentage of overall sales has either stayed the same or increased for the majority of retailers in recent years, our latest survey found.
John Hardy was one of the brands mentioned by a number of jewelers in the latest survey as a best-seller in the “bridge” jewelry category. This is the brand’s “Lava” hinged bangle in silver with black sapphires from the recently launched Modern Chain collection.
New York--The latest category-specific survey from National Jeweler/Jewelers of America shows that bridge jewelry as a percentage of overall sales has either stayed the same or increased for retailers in recent years.
The Product Pulse survey on bridge jewelry was conducted online in late August/early September; approximately 120 jewelers responded.
It defined bridge jewelry as pieces that “bridge” the gap between costume and fine, often crafted using gold vermeil/gold fill and/or sterling silver with “semi-precious” gemstones.
Nearly half (48 percent) of jewelers said that bridge jewelry sales have stayed about the same as a percentage of their overall sales in recent years, while another 43 percent said they have increased.
Only 10 percent said they were decreasing.
More than half of retailers (53 percent) said that bridge jewelry accounts for 10 percent or less of their overall sales, while 19 percent indicated it was between 11 percent and 15 percent of the total and another 11 percent put it somewhere between 16 and 20 percent.
Thirteen percent of respondents said bridge jewelry made up between 21 and 30 percent of total sales, and another 4 percent indicated it was between 31 and 40 percent.
Only 1 percent had bridge jewelry sales at more than 40 percent of overall sales.
In terms of the overall gross margin from bridge jewelry, the most respondents (57 percent) said that the category has more than a 50 percent margin for them, while one in four said it was between 41 and 50 percent.
Only 6 percent said it was between 31 percent and 40 percent margin, while 5 percent said bridge jewelry had a margin between 21 percent and 30 percent and the remaining 6 percent saw a 20-percent-or-less margin. 
When asked why they started carrying bridge jewelry, many survey takers said they did it when the price of gold began to go up in order to have jewelry at the price points consumers wanted.
“We started as soon as gold started rising in price so that we could still offer affordable jewelry,” one respondent wrote.
Another said that they made the move into bridge “to give our customers a wider price range to select from and try out some trendy fashions.”
The possibility of a higher margin from bridge jewelry also helped, as one retailer said they began carrying jewelry in the category 18 months ago “to compensate and boost sagging sales overall.”
Among the
brands mentioned as best-sellers in the bridge category were Frederic Duclos, Kendra Scott, David Yurman, John Hardy and Ed Levin.
Outside of specific brand names, many jewelers just stated that what does best for them in this category is sterling silver jewelry set with gems or diamonds.
Outside of specific brand names, many jewelers just stated that what does best for them in this category is sterling silver jewelry set with gems or diamonds.
More on Surveys
The Latest
TrendsJan 21, 2025
Amanda’s Style File: Decadent Mocha MoussePantone’s 2025 Color of the Year takes the form of jewelry through gemstones and enamel that look just as delicious as mocha mousse.
Policies & IssuesJan 21, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief From raffles to auctions to donations, the industry is working to aid charities in Los Angeles amid the raging wildfires.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
SourcingJan 21, 2025
Diamonds Do Good Adds 2 Board MembersJulia Hackman Chafé and Monica Elias have joined the organization’s board of directors.
Weekly QuizJan 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsJan 17, 2025
Richemont’s Jewelry Sales Rise 14% in Holiday QuarterThe company, which owns Cartier and Van Cleef & Arpels, had a record Q3, with sales topping $6 billion.
CollectionsJan 17, 2025
Piece of the Week: Picchiotti’s Transformable ‘Classic Blue and Green’ NecklaceThe necklace features a sapphire drop weighing more than 9 carats that detaches to transform into a ring.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
MajorsJan 17, 2025
Tiffany & Co., CFDA Name First Winner of Jewelry Designer AwardJameel Mohammed, founder of Afrofuturist brand Khiry, will receive a cash prize and a one-year paid fellowship with Tiffany & Co.
IndependentsJan 16, 2025
Lux Bond & Green to Open Sixth LocationThe 127-year-old jeweler is planning to open a new store in Mystic, Connecticut.
WatchesJan 16, 2025
Timex Launches Collection of National Park WatchesThe watches’ dials feature artwork celebrating the vibrant energy and unique landscapes of six of America’s national parks.
AuctionsJan 16, 2025
Elizabeth Taylor’s Diamond Line Bracelet Going up for Auction Offered by U.K. auction house Woolley & Wallis, the yellow diamond bracelet was a gift from Taylor’s good friend Michael Jackson.
Events & AwardsJan 16, 2025
JCK Las Vegas 2025 Open for RegistrationThe jewelry trade show returns to The Venetian Expo and The Venetian Resort in Las Vegas from June 6 to 9.
EditorsJan 15, 2025
The Jewelry I’d Bid On in Christie’s Iris Apfel AuctionAssociate Editor Natalie Francisco highlights her favorite fashion jewelry pieces from the upcoming “Unapologetically Iris” auction.
MajorsJan 15, 2025
Macy’s to Close 66 Stores as Part of Turnaround StrategyThe closures are part of the retailer’s plan to close 150 locations over a three-year period.
Policies & IssuesJan 15, 2025
JVC Debuts Guide to Americans with Disabilities Act ComplianceThe online guide is available for free and written with the jewelry industry in mind.
Events & AwardsJan 15, 2025
Jose Hess Design Awards Open for SubmissionsThe awards honor the late Jose Hess, a founding member of AJDC and an award-winning jewelry designer.
GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
ColumnistsJan 14, 2025
Jules Kim: Building Bridges Between Creators and IndustryIn this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
MajorsJan 14, 2025
Edouard Schneider Joins Messika as Chief Brand OfficerSchneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
SourcingJan 13, 2025
Zambia Reinstates 15% Export Duty on Precious Gemstones, Shocking GemfieldsGemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
TechnologyJan 13, 2025
Ultrahuman Unveils Luxury Smart RingWith versions in 18-karat gold and platinum, the wearables company is blending health technology and fine jewelry.
Policies & IssuesJan 13, 2025
Brandee Dallow Elected President of Ethical MetalsmithsThe executive brings more than two decades of industry experience to the role.
IndependentsJan 13, 2025
The Seven Pops Up in Palm BeachThe New York City-based retailer is bringing its curation of jewels to a pop-up shop at Love Binetti in Palm Beach, Florida.
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
