Surveys

Survey: Jewelry, Watch Purchases Are Up in 2021

SurveysNov 29, 2021

Survey: Jewelry, Watch Purchases Are Up in 2021

Here’s what else Provoke Insights found in its latest consumer study.

The Boheme Confetti Lune Noire chain from Delphine Leymarie Fine Jewelry’s new Confetti Lune collection, featuring onyx inlay and 18-karat yellow gold ($2,460)
New York—Consumer behavior has changed since the start of the pandemic, and it’s an area that continues to transform. 

To help brands keep up with these shifting behaviors and the trends that are popping up, market research firm Provoke Insights launched a biannual study gauging consumer thoughts. 

This fall, it conducted a 15-minute survey from Sept. 22-28 among 1,504 Americans between the ages of 21 and 65. 

When it comes to luxury accessories, the study found that more than 10 percent of consumers are buying jewelry and watches, up slightly from earlier this year.

According to the survey results, 6 percent indicated they had purchased fine jewelry in the past month, a 1 percent increase from January 2021. 

For watches, meanwhile, 7 percent of survey takers said they had purchased a watch in the past month, which is a 3 percent uptick over January. 

Interestingly, these purchases are being made by younger, more affluent consumers living in urban areas, Provoke Insights found. 

 Related stories will be right here … 

Luxury purchasers are more likely to want to take their time picking items—61 percent of those who said they had purchased jewelry or watches in the past month said they enjoy spending time to pick items.

And 49 percent of those who had bought jewelry or watches recently said they are more likely to stick with brands they know.

More of the luxury purchasers are willing to pay a premium for a sustainably sourced item, and they prefer to shop online—41 percent of luxury shoppers said this is their preference.

And though they might prefer e-commerce shopping, when they are in store, luxury consumers indicated they feel the experience has improved compared with shopping pre-pandemic, especially when it comes to store cleanliness and customer service.

Provoke also asked respondents about attire and fashion trends.

It found that Americans are still dressing “dressing down” compared to what they wore pre-COVID, with more than three-fourths saying their attire is more casual.

This includes jewelry, with women saying overall they’re wearing less jewelry than they were before, though that number appears to be decreasing. More women are back to wearing jewelry than at the start of the pandemic, Provoke Insights said.

To view the full Fall 2021 Trends study, visit ProvokeInsights.com
Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

WatchesMay 23, 2022
Steven Kaiser, Watch Industry Veteran and Beloved Mentor, Dies at 68

Kaiser, whose illustrious career spanned decades, died suddenly on Friday.

IndependentsMay 23, 2022
Long’s Jewelers to Open New Location

The family-owned jeweler is relocating its Braintree, Massachusetts, store to a new space.

IndependentsMay 23, 2022
Luxury Goods Veteran Olivier Stip Joins Chicago Jeweler CD Peacock

He will step into the retailer’s newly created role of chief development officer.

Brought to you by
Dive into GIA’s Pearl Expertise

When it comes to knowing the identity and quality of your pearls, count on GIA as your independent pearl experts.

GradingMay 23, 2022
Gem-A Launches Digital Entry-Level Gemology Course

GemIntro is meant to give a broad introduction to gems and gemology.

Weekly QuizMay 19, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Recorded WebinarsMay 20, 2022
Watch: Responsible Sourcing and the Gold Supply Chain

Three industry experts discuss “recycled” gold vs. mined, their challenges and benefits, and how jewelers can navigate the area.

FinancialsMay 20, 2022
Richemont’s 2022 Jewelry Sales in the Americas Nearly Double

Cartier, Van Cleef & Arpels, and Buccellati put on stellar performances.

Brought to you by
A.I. Grading is Changing Conversations at the Retail Counter

Advanced technology levels the playing field, helping jewelers give customers what they want.

AuctionsMay 20, 2022
Piece of the Week: ‘Birds in Flight’ by Oscar Heyman

The New York jeweler made this incredible, colorful Art Deco bracelet featuring tropical birds in 1927.

MajorsMay 19, 2022
As It Nears 75, Here’s How Grandview Klein Stays Competitive

Once a part of Julius Klein Group, the diamond company combines its direct supply and cutting expertise with a keen eye to the future.

SourcingMay 19, 2022
De Beers’ Rough Sales Up 21% So Far This Year

One analyst cited rising diamond prices and the sanctions on Alrosa as contributing factors.

CollectionsMay 19, 2022
Brilliant Earth Collaborates with Jade Trau

The two have partnered on a capsule collection.

MajorsMay 19, 2022
Jewelers Mutual Adds 2 Industry Veterans to Its Board

John A. Green of retailer Lux Bond & Green and Niveet Nagpal of Omi Privé have joined the board of directors as of May 18.

FinancialsMay 18, 2022
Watches of Switzerland’s Jewelry Sales More Than Doubled in Q4

The retailer also said demand for Rolex, Patek Philippe, and Audemars Piguet watches continues to exceed its supply.

AuctionsMay 18, 2022
Jewels from Bette Midler Are Headed to Bonhams

The auction house’s upcoming sale also includes collections from American heiresses.

IndependentsMay 18, 2022
Jeweler Lewis Baribault Celebrates 50th Work Anniversary

The Connecticut jeweler reflected on five decades in the industry and what the future holds for the family business.

Events & AwardsMay 18, 2022
Visit A Mine in New Jersey With WJA New York Metro

The chapter has organized a day trip to the Sterling Hill Mine and Museum in Ogdensburg on Saturday, May 21.

SourcingMay 17, 2022
A New Source in Tanzania Is Producing Cobalt-Blue Spinel

The stones come from a deposit close to Mahenge and have been on the market for several months.

SourcingMay 17, 2022
‘Pop’ the Question With Stephanie Gottlieb’s New Diamond Cut

The jewelry designer is partnering with popcorn brand Angie’s Boomchickapop on a whimsical diamond cut.

ColumnistsMay 17, 2022
What You Need to Know About the Google Analytics 4 Rollout

In the latest article from The Smart Lab, Emmanuel Raheb outlines the website changes jewelers can expect with this new software.

TechnologyMay 17, 2022
Virtual Diamond Boutique Uncorks the ‘Sales Genie’

The new app allows salespeople to quickly and easily access a lot of inventory.

Events & AwardsMay 17, 2022
‘Cartier and Islamic Art’ Exhibition Opens in Dallas

Following its Paris debut, “Cartier and Islamic Art: In Search of Modernity” has landed at the Dallas Museum of Art.

IndependentsMay 16, 2022
Mejuri Plans to Triple Its Store Count This Year

The fine jewelry brand expects to open 17 new locations, mostly in North America.

IndependentsMay 16, 2022
Karats Jewelers Plans Expansion Into 30,000-Square-Foot Store

The Kansas retailer is aiming for a fall 2023 opening.

MajorsMay 16, 2022
Pandora Announces Plans to Build Third Factory, First Outside Thailand

It will be located in Vietnam’s Binh Duong Province, and construction is slated to start early next year.

IndependentsMay 16, 2022
MJSA Has Released its 2022 Buyer’s Guide

It’s full of hundreds of contacts for jewelry-making supplies and services.

FinancialsMay 13, 2022
Brilliant Earth Reports Strong Q1 But Lowers 2022 Guidance

The company is feeling the impact of the uncertain geopolitical and macroeconomic environment, said CEO Beth Gerstein.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy