What Do Consumers Really Look For When Shopping For A Piece Of Jewelry?
August 11, 2021 (0 comments)
New York, NY—What do jewelry shoppers look for in a piece of jewelry, first and foremost? Is it the design? The quality? A low price? Image: A classic sapphire and diamond ring from Suna Bros.
The Plumb Club Industry and Market Insights 2021, a consumer survey completed earlier this year, is providing retailers with a roadmap that can help inform buying decisions during the upcoming jewelry shows. Below are some of the key findings about what consumers look for when buying a piece of jewelry:
- Quality in a piece of jewelry is ranked #1, while price ranked #4. When asked what is important to them when purchasing new jewelry, 31% of respondents chose quality, 23% said design, and 17% wanted uniqueness of the piece. Price came in fourth, with 16% saying that’s their first consideration, and brand resonated first only with 8% of respondents.
- Classic is “classic” for a reason: it was the number-one style preference of consumers in the survey. 36% of respondents said they prefer classic design elements, while vintage and light/minimalist designs tied for second in consumer preference, each at 17%. 15% preferred design elements that were fashionable and avant-garde, while 8% wanted organic, floral and fauna.
- When it comes to product categories, 32% of consumer respondents said rings were most important. 23% prefer earrings, 19% necklaces, 7% bracelets, 5% chains and links, and 5% pendants and charms.
- For self-purchase preferences, 60% of consumers seek out jewelry that has their birthstone. For special occasions like Valentine’s Day or Mother’s Day, 74% of consumers like to pick jewelry that has specific messaging to match the occasion.
- Go beyond the usual: 74% of consumers are interested in non-traditional jewelry materials. Colored gold and titanium are most preferred. 59% would consider, or have already purchased, “smart” jewelry.
- For jewelry worn as talismans or jewelry with specific meanings the top choices, in descending order, are love messages, coins and medallions, zodiac signs, and religious symbols. Preferences vary greatly depending upon whether jewelry is a personal purchase or if it is being given as a gift. For pieces that contain love messages, 30% of consumers prefer to give this style as a gift, as opposed to 20% who would want that style in general. The disparity is closer for coins and medallions with 18% saying they like the category and 14% who would pick that style as a gift. For zodiacs, 17% prefer the style in general and 14% say they would choose to gift a zodiac piece. When it comes to religious symbols, 15% say they would be a personal preference and 11% saying they would choose them as gifts.
- When choosing an organic design motif, a piece with an organic texture overwhelmingly takes first place with 51% of the vote. Floral motifs come in second with 36% and animal motifs at 13%.
Additional information from the research will be shared during the JCK Show. Any retailer wishing more information on the study should contact a Plumb Club member (find one here) or email email@example.com. The Plumb Club Industry & Market Insights 2021 was conducted in the first half of 2021 with a sampling of 1,049 men and women from ages 25-60 with a focus on 10 test markets across the United States. It was done with the help of Paola Deluca, The Futurist, and survey firm Qualtrics.