National Jeweler Network

Retail Surveys

Survey: Retailers expect diamonds to remain hot

December 10, 2013

New York--The greatest percentage of retailers surveyed in National Jeweler’s recent poll said they expect diamond fashion jewelry to be their best-selling category this holiday season.

A total of 327 retailers took the survey, which was launched Thursday and closed Monday.

Of those surveyed, 36 percent said diamond fashion jewelry--stud earrings, pendants, etc.--would top their sales this Christmas. This is similar to what jewelers interviewed by National Jeweler on a week-to-week basis say; sales of diamond studs and pendants are brisk in a number of stores across the country.

Following diamond fashion pieces in terms of anticipated popularity are silver jewelry (16 percent) and bridal (13 percent).

Colored gemstone jewelry was next at 10 percent followed by custom jewelry (8 percent), beads, such as brands Pandora and Trollbeads (5 percent) and watches (4 percent).

Interestingly, all four of these categories ranked ahead of gold, cited by 3 percent of survey-takers, in terms of anticipated popularity. This is despite the drop in the metal’s per-ounce price and the interest in yellow and rose gold fashion pieces, as seen in current trends and also as reported by retailers. 

Six percent of those surveyed marked “other,” writing in answers including estate jewelry and cufflinks while some jewelers cited specific brands: Alex and Ani and the “Rhythm of Love,” a line of diamond jewelry where the mounted stone vibrates inside its halo mounting, highlighting its brilliance.

The next National Jeweler holiday poll, set to deploy Tuesday, will focus on silver jewelry.