TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
SurveysNov 09, 2016
US Gold Jewelry Demand Down Slightly in Q3
The market saw demand decrease 1 percent, its first decline in three years, due to uncertainty from the presidential election and reluctance to spend amid the global economy.
A 14-karat rose gold necklace ($1,200) from Pamela Love’s collaboration with Shinola. Gold jewelry demand was down 1 percent in the United States in the third quarter.
London--The U.S.’s three-year streak of increasing gold jewelry demand came to an end in the third quarter, according to the World Gold Council’s latest Gold Demand Trends report.
The United States saw gold jewelry demand decrease by 1 percent year-over-year in the third quarter 2016 to 26.2 tons, marking the first decline in three years.
This is notable since the first half of 2016 saw the strongest jewelry demand in seven years as the U.S. continued a slow-but-steady recovery in the wake of the financial crisis.
Year-to-date, consumer demand of 74.6 tons is on a par with last year, the WGC said.
The council said that jewelry imports subsided during the quarter as inventory levels across the supply chain are at healthy levels.
It also noted that the uncertainty surrounding the now-over presidential election was responsible for some of the weakness, but added that research also suggests that wealthy consumers have become more reluctant to spend amid concerns about the global economy.
Globally, gold demand was down 10 percent year-over-year in the three-month period on the high gold price, and gold jewelry specifically saw a 21 percent decrease, marking its biggest decline since Q2 2014. It was the lowest third quarter for jewelry demand since 2011.
Year-to-date, jewelry demand has declined 18 percent compared with the same period last year to 1,423.6 tons to mark the lowest Q1 to Q3 total since 2009.
With a few minor exceptions, the WGC reported a decrease in all its monitored consumer markets, with a 28 percent decline in India and a 22 percent decrease in China, the world’s two largest markets for gold, as well as a 35 percent decrease in the Middle East and 31 percent decline in Europe (year-over-year).
High prices were the cause of continued weakness in the jewelry sector, which has seen a “severely depressed” 2016 so far.
The council said that the fourth quarter should see a recovery, with the drop of the gold price in October and the approach of key buying and gifting seasons, but it doesn’t expect a “clear revival” as pressures remain, Chinese consumers are changing their tastes, consumer environments in Europe and the U.S. remain hesitant, and more.
U.S. Consumer Trends
The first half of 2016 saw the strongest level of jewelry demand in the nation for seven years as the market continued its slow economic recovery.
With that in mind, the WGC surveyed 2,000 females in
the U.S. between the ages of 18 and 65 to discover the motives and behaviors of gold jewelry consumers.
The survey found that gold does still play an important role in the U.S. jewelry market, with almost two-thirds of respondents stating that they own gold jewelry and 11 percent indicating they intend to buy gold jewelry within the next 12 months.
It also found that 14-karat gold is dominant in the U.S. market.
Of the consumers who had bought gold jewelry within the past year, 46 percent bought 14 karat while 22 percent purchased 18 karat.
Meanwhile, branding does not seem to play a big role in gold jewelry purchases in the country, with 45 percent of consumers who had bought gold jewelry saying it was unbranded, compared with 29 percent and 35 percent for diamond and platinum jewelry, respectively.
This appears to be a trend in the market, the WGC said, as “multi-line retailers dominate, and have been gaining market share at the expense of specialty jewelry merchants, who have suffered severe sales shrinkage so far this year.”
Even though purchasing via the internet continues to be an important part of the industry, the in-store experience still is a crucial aspect as well: 55 percent of survey-takers saying they sought ideas at stores before making a purchase, followed by opinions and suggestions from friends and family.
For millennials, however, this was a little different--while they still used stores and friends and families, online blogs were the most popular part of deciding about a purchase.
Though the WGC found that the U.S. gold market still isn’t where it was 10 years ago, there appears to be plenty of latent demand in the U.S., where “share of mind” is greater than the actual “share of purchase.”
This latent demand is a positive thing for retailers, even though the WGC noted that it’s not easy to convert that directly to sales, especially as U.S. consumers think it is somewhat unaffordable and fine jewelry underperforms with the younger generations.
They will need to “tackle consumers’ price and affordability perceptions, for example, by continuing to develop and market pieces at lower price points, and by developing online strategies to engage more effectively with the younger generation.”
The survey found that gold does still play an important role in the U.S. jewelry market, with almost two-thirds of respondents stating that they own gold jewelry and 11 percent indicating they intend to buy gold jewelry within the next 12 months.
It also found that 14-karat gold is dominant in the U.S. market.
Of the consumers who had bought gold jewelry within the past year, 46 percent bought 14 karat while 22 percent purchased 18 karat.
Meanwhile, branding does not seem to play a big role in gold jewelry purchases in the country, with 45 percent of consumers who had bought gold jewelry saying it was unbranded, compared with 29 percent and 35 percent for diamond and platinum jewelry, respectively.
This appears to be a trend in the market, the WGC said, as “multi-line retailers dominate, and have been gaining market share at the expense of specialty jewelry merchants, who have suffered severe sales shrinkage so far this year.”
Even though purchasing via the internet continues to be an important part of the industry, the in-store experience still is a crucial aspect as well: 55 percent of survey-takers saying they sought ideas at stores before making a purchase, followed by opinions and suggestions from friends and family.
For millennials, however, this was a little different--while they still used stores and friends and families, online blogs were the most popular part of deciding about a purchase.
Though the WGC found that the U.S. gold market still isn’t where it was 10 years ago, there appears to be plenty of latent demand in the U.S., where “share of mind” is greater than the actual “share of purchase.”
This latent demand is a positive thing for retailers, even though the WGC noted that it’s not easy to convert that directly to sales, especially as U.S. consumers think it is somewhat unaffordable and fine jewelry underperforms with the younger generations.
They will need to “tackle consumers’ price and affordability perceptions, for example, by continuing to develop and market pieces at lower price points, and by developing online strategies to engage more effectively with the younger generation.”
More on Surveys
The Latest
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
