AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
SurveysMay 21, 2020
This Survey Shows a Mother’s Day Demand for Jewelry
A survey from MVI Marketing indicated jewelry was a top gift among those who typically buy in the category, even during the pandemic.
Two necklaces from Baby Gold, Helen Ashikian’s line of 14-karat gold “Mommy and Me” jewelry. Both yellow gold and necklaces were top jewelry gifts for Mother’s Day this year, an MVI Marketing survey shows.
New York—A recent survey shows the pandemic didn’t negate Mother’s Day gifting for jewelry lovers this year.
In a survey conducted May 11, the day after the holiday, MVI Marketing picked the brains of 405 male and female American fine jewelry consumers with household incomes between $50,000 and $150,00 and a median age of 37.
The findings showed these consumers still purchased or received jewelry and watches for Mother’s Day, despite the economic losses and isolation brought on by the spread of COVID-19.
Of the 83 percent of husbands who bought their female significant others a gift for the occasion, 57 percent opted for jewelry and 13 percent for a watch.
Of the 80 percent of daughters who bought a gift, 31 percent purchased jewelry and 5 percent purchased a watch. Of the 83 percent of sons who bought a gift, 47 percent opted for jewelry and 11 percent opted for a watch.
One obvious shutdown-related shopping effect was the increase in digital spending, with the majority of shoppers buying their presents online.
The majority of online jewelry purchases (48 percent) were from a chain jewelry store, like Tiffany & Co., Zales, Helzberg, etc., while 36 percent of consumers surveyed bought their Mother’s Day jewelry from major e-commerce sites like Amazon, Etsy and Blue Nile.
Online jewelry sales at locally owned fine jewelry stores accounted for 26 percent of purchases, tied with department stores, while big-box stores accounted for 7 percent of jewelry and watch purchases.
The most popular jewelry item was a pendant or necklace, which “far exceeded” other categories, MVI noted.
While yellow gold has been on the rise for the last decade, it officially edged out white gold in the survey, with the former accounting for 42 percent of jewelry purchases and the latter accounting for 33 percent.
Platinum accounted for 16 percent and silver, 14 percent.
Diamonds proved to be the most popular gemstone, comprising 31 percent of the purchases, with colored gemstones at 11 percent and pearls at 6 percent.
The lion’s share of online watch purchases were through online-only retailers (46 percent) followed by chain jewelry and watch stores (42 percent), department stores (27 percent) and, lastly, independent jewelers and big-box stores (each 15 percent).
The average amount spent on jewelry and watches was $450.
Besides jewelry, gift cards were the second most popular gift from husbands, sons and daughters.
Naturally, experiences, trips and memberships were the least popular categories.
Of the women polled who didn’t receive jewelry this Mother’s Day, 28 percent said they would have liked to, while 27 percent said no, they have enough.
For watches, 32 percent of respondents said no, they wouldn’t have liked to receive one as they have enough while 25 percent said yes, they would have liked it.
For more information on the research, visit MVI Marketing’s website.
More on Surveys
The Latest
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
