Surveys

Product Pulse: Custom Jewelry Sales on the Rise

SurveysNov 17, 2016

Product Pulse: Custom Jewelry Sales on the Rise

Custom jewelry is a category that’s growing, the majority of jewelers who took our latest survey said.

20161117_custom-sales-trend.jpg
Ninety-one percent of poll respondents said that they’ve increased or maintained their level of custom jewelry sales in recent years.

New York--The majority of jewelers who took our latest poll reported that custom jewelry is a category that’s growing, as they recognize it as a way to set their business apart while maintaining margins.

National Jeweler/Jewelers of America conducted its Product Pulse survey between Oct. 24 and Nov. 2, with a total of 173 respondents.

The poll opened by asking jewelers if they sold custom jewelry in their stores. Out of the 173 respondents, 166 (96 percent) said yes.

Of those 166, the highest percentage, 30 percent, said that custom accounted for 10 percent or less of their overall sales.




It is, however, an area of increasing sales and opportunity for independent jewelers, poll results indicate.

More than half of survey takers--53 percent--said custom jewelry sales have increased in recent years, while 38 percent said they have stayed the same. Only 9 percent reported a drop in custom sales.

When it comes to the types of custom pieces jewelers are creating, the vast majority of respondents reported that they make more rings, specifically engagement rings, than anything.

Many of these rings, poll results indicate, are created using diamonds that customers either bought online or inherited.

“I had three (customers) last week alone (who) brought in diamonds they bought online for me to set into their rings,” one jeweler wrote.

Another said most of his or her custom business is “redesigns of grandma’s items into a wearable piece,” with “an upswing of young men having grandma’s diamond and resetting it into an engagement (ring).”

One respondent said their custom orders are mostly for anniversary gifts and special occasions, adding that the “(importance of the) anniversary is drastically understated in our industry. This category is the largest percentage of my overall business.”


Jewelers said one of the main advantage of custom jewelry is that it gives them a product that customers can’t shop online, allowing them to make better margins. The greatest percentage of survey takers, 43 percent, said their margins on custom jewelry are 50 percent or better.

When asked to list the main advantage custom work gives the independent jeweler, answers included better margins, relationship building and the fact that making a piece highlights what it is that makes jewelers, well, jewelers--the ability to make jewelry.

One survey taker summarized it nicely by saying this: “Custom work gives the jeweler the advantage of ‘one-of-a-kind’ pieces that can’t be discounted by the internet and chain stores. Design skill

and quality becomes a part of the equation. It allows the jeweler to build a relationship with the customer.”

Another said that taking custom orders makes them feel like they are part of another profession entirely.

“We are hired to create a one-of-a-kind design, as opposed to selling from our case or catalogs. Sometimes, I feel a bit like a contractor building or renovating a house!”

September Sales
In the poll, respondents also were asked about sales for the month of September, and the results were mixed.




A total of 43 percent of survey takers said sales were up year-over-year in September while 36 percent said they were down.

National Jeweler/Jewelers of America conducts its monthly Product Pulse poll in conjunction with the Business Pulse survey.

This month’s Business Pulse asked jewelers about the biggest challenge facing their business today. Their response was published Tuesday on National Jeweler.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

David Ettinger
IndependentsMar 28, 2024
David Ettinger of Bechdel Jewelers Dies at 69

He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.

Jewelers of America logo
IndependentsMar 28, 2024
JA to Host Series of Learning Workshops

The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Weekly QuizMar 28, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

×

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