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New York, NY—In addition to learning that retail jewelers’ websites were the leading influencer to drive consumer fine jewelry purchases, the Plumb Club Industry & Market Insights 2021, released last week, showed some positive impact for fine jewelry through the pandemic period. Image: Nina Akin for Pixabay

Related: Plumb Club Study: Retailer Websites Are #1 Influencer Of Jewelry Purchases

While not downplaying the injurious effect of the pandemic on the United States, there is much encouraging data for jewelers pertinent to the pandemic:

• 30% of consumers surveyed said they purchased more jewelry during the pandemic, as opposed to 21% who said that it impacted their purchasing negatively. 49% remained steady at previous purchasing levels over the time of the pandemic.
• Since many stores across the country temporarily closed their brick-and-mortar locations during the pandemic, 72% of the consumers in the study bought jewelry online. Additionally, 39% said that spending more time at home inspired them to buy more jewelry via online platforms. 
• With the uptick in remote working and virtual meetings, 41% of consumers were more tempted to wear jewelry that would be seen on the screen during video meetings and online gatherings. 
• About two-thirds of respondents said they typically wear jewelry at home. Of those, 44% said they didn’t change their habits, and 23% said they increased their jewelry wear during the pandemic.
• 39% said that they wear rings most often. But when asked about their purchasing categories online, 62% most often purchase necklaces or earrings.  

Almost one-third of respondents to the Plumb Club consumer study were inspired to buy jewelry during the pandemic, top, including many more online purchases. Below, two-thirds of respondents will put on jewelry at home, and especially for video calls.

The study was done with the participation of The Futurist, Paola DeLuca, a recognized thought-leader, trend-forecaster and researcher within the luxury industry, with the support of Qualtrics, a quantitative statistical analysis/survey firm. The consumer survey sampled over 1000 men and women ages of 25-60, with a focus on 10 test markets across the United States. Respondents had all attended some college or higher, had a combined household income of at least $75,000/year and claimed to have either purchased jewelry in the past year and/or were intending to purchase jewelry in the upcoming year.