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Who Buys Source

A 2012 study by MVI Marketing identified the top five jewelry buying consumer segments: 1. Engagement ring buyers; 2. Gift givers; 3. Self-Purchasers; 4. Hobbyists/craft/enthusiast buyers; 5. Collectors/estate/heirloom buyers.

Jewelry Consumer Opinion Council, 2012

According to a 2012 Scarborough Research study, 13% of American dads shopped at a fine jewelry store during the previous year, either for themselves or for others.

Scarborough Research, 2012

Profiling adults 18+ who bought any type of fine jewelry in the past 12 months, along with those consumers who spent $750 or more on their purchases during the year:

GfK MRI, 2011

Of those adults 18+ who bought any type of fine jewelry in the past year, 65.2% were women and 34.8% were men.

GfK MRI, 2011

Adults 18+ who purchased any kind of fine jewelry in the past year, by age group: 18-24, 13.9%; 25-34, 19.2%; 35-44, 17.5%; 45-54, 21.0%; 55-64, 15.8%; 65+, 12.6%.

GfK MRI, 2011

Adults 18+ who bought any type of fine jewelry in the last year, by income bracket: $100,000+, 29.5%; $75-99,999, 15.7%; $60-74,999, 10.5%; $50-59,999, 7.9%; $40-49,999, 8.5%; $30-39,999, 9.0%; $20-29,999, 8.6%; under $20,000, 10.3%.

GfK MRI, 2011

Adults 18+ who purchased any kind of fine jewelry in the last year, by race: White, 72.7%; Black, 14.3%; Other, 13.0%; Hispanic origin, 12.3%.

GfK MRI, 2011

Adults 18+ who bought any type of fine jewelry in the past year, by region: Northeast, 20.3%; Midwest, 20.6%; South, 38.6%; West, 20.5%.

GfK MRI, 2011

Adults 18+ who purchased any kind of fine jewelry in the past year, by marital status: Single, 25.8%; married, 57.6%; separated/widowed/divorced, 16.6%.

GfK MRI, 2011

Of those adults 18+ who spent $750 or more on fine jewelry purchases in the last year, 50.4% were women and 49.6% were men.

GfK MRI, 2011

Adults 18+ who spent $750 or more on fine jewelry in the last year, by age level: 18-24, 12.2%; 25-34, 22.5%; 35-44, 19.2%; 45-54, 21.5%; 55-64, 14.5%; 65+, 10.1%.

GfK MRI, 2011

Adults 18+ who spent $750 or more on fine jewelry in the past year, by income group: $100,000+, 40.6%; $75-99,999, 20.4%; $60-74,999, 10.1%; $50-59,999, 6.2%; $40-49,999, 5.1%; $30-39,999, 7.2%; $20-29,999, 5.6%; under $20,000, 4.8%.

GfK MRI, 2011

Adults 18+ who spent $750+ on fine jewelry purchases in the last year, by race: White, 70.6%; Black, 14.0%; Other, 15.4%; Hispanic origin, 13.8%.

GfK MRI, 2011

Adults 18+ who spent $750 or more on fine jewelry in the last year, by region: Northeast, 20.6%; Midwest, 18.1%; South, 37.0%; West, 24.3%.

GfK MRI, 2011

Adults 18+ who spent $750 or more on fine jewelry in the past year, by marital status: Single, 23.9%; married, 63.9%; separated/widowed/divorced, 12.2%.

GfK MRI, 2011

A 2011 survey by the Jewelry Consumer Opinion Council found that 77% of consumers had purchased an item of fine jewelry in the previous six months.

Jewelry Consumer Opinion Council, 2011

Based on a 2011 survey by the Jewelry Consumer Opinion Council, 80% of Hispanic adults were planning to purchase some type of fine jewelry in the next year.

Jewelers' Circular Keystone, 2011

A 2011 survey conducted by the XO Group found that 85% of brides are at least "somewhat involved" in the selection of their engagement rings, with 31% being "very involved."

Jewelers' Circular Keystone, 2011

A 2011 American Express survey showed that a quarter of women in households with at least $100,000 of discretionary income said they bought jewelry for themselves in the past year, and not for any special event.

The Wall Street Journal, 2011

Based on a 2011 Mintel survey, 59% of women ages 45-and-up made jewelry purchases for no particular occasion during the past year.

The Wall Street Journal, 2011

When They Buy Source

Monthly sales of U.S. jewelry stores (3-year average, 2009-2011): January, 5.7%; February, 8.0%; March, 6.7%; April, 7.1%; May, 8.8%; June, 7.1%; July, 6.9%; August, 7.2%; September, 6.8%; October, 7.1%; November, 8.8%; December, 19.8%.

U.S. Department of Commerce, 2012

A 2011 survey by Mintel indicated that about two-thirds of fine jewelry, which includes colored gems and culture pearls, is sold around the holidays -- the bulk of it to men, for women.

The Wall Street Journal, 2011

A 2011 study by Bridal Guide magazine found that the most popular months for engagements were: 1) July; 2) August; 3) June; 4) December; and 5) May. 

USA Today, 2011

A 2011 survey by the XO Group showed that on average, the engagement ring buying process takes three months.

Jewelers' Circular Keystone, 2011

Why They Buy Source

According to a 2012 survey by Jewelers' Circular Keystone magazine, 34% of couples who shopped together for their wedding rings said that their decisions on what to buy were influenced by jewelry store personnel. 

Jewelers' Circular Keystone, 2012

Based on an 2012 survey by Jewelers' Circular Keystone magazine, 37% of high-end brides (defined as those whose engagement rings cost at least $8,000) indicated they would return to their engagement ring retailer for non-bridal jewelry, compared to 31% of the non-high-end group. 

Jewelers' Circular Keystone, 2012

A 2011 American Express survey of households with at least $100,000 in discretionary income asked the respondents to list the reason for purchasing their most expensive piece of fine jewelry in the past two years: Anniversary, 28%; self-purchase, 19%; Christmas/Hanukkah, 17%; birthday, 16%; a special gift while on vacation, 11%. 

National Jeweler, 2011

How They Buy Source

Retail jewelry prices were up by approximately 8.4% during 2011.

IDEX Magazine, 2012

Based on a 2012 Scarborough Research study, of the 14% of American dads who made fine jewelry purchases in the past year (at a fine jewelry store), the average amount they spent, in total, was $321. Of the 7% who bought costume jewelry, the average overal amount was $123.  

Scarborough Research, 2012

According to the IDEX Online Polished Diamond Price Index, polished diamond prices rose 17% in 2011.

National Jeweler, 2012

A 2012 survey by Jewelers' Circular Keystone magazine found that "high-end" brides (defined as those whose engagement rings cost $8,000 or more) considered 28 rings before deciding on a purchase. Those brides whose engagement rings cost less than $8,000 looked at an average of 22 rings.

Jewelers' Circular Keystone, 2012

According to a Unity Marketing survey of more than 550 recent buyers of fine jewelry, the average amount spent on a item in 2011 was $466, down from an average of $734 in a survey taken in 2007.

Unity Marketing, 2011

Based on 2011 research by the XO Group (TheKnot.com, WeddingChannel.com), the average engagement ring costs $5,200, while the average wedding band costs $1,126 for brides and $491 for grooms. The most popular engagement ring metal is white gold (73%). The most popular diamond shapes are round (53%) and princess (30%).

Jewelers' Circular Keystone, 2011

What They Buy Source

Of the $68.3 billion in total jewelry sales in 2011, jewelry sales were up 10.8% to $59.2 billion, while sales of fine watches increased 12.1% to $9.1 billion.

IDEX Magazine, 2012

Based on an annual survey of jewelry retailers, conducted by Jewelers' Circular Keystone magazine, the merchandise categories exhibiting the biggest sales increases in 2011 were silver jewelry, jewelry repairs, custom jewelry and diamond rings.

Jewelers' Circular Keystone, 2012

A yearly survey of jewelry retailers, conducted by Jewelers' Circular Keystone magazine, asked the respondents to list their best-selling categories/brands in 2011: Engagement rings, 42.5%; custom jewelry, 23.2%; silver jewelry, 21.1%; Stuller, 19.3%; estate pieces, 18.9%; Pandora, 12.1%; gold earrings, 10.7%; Rolex, 9.6%; Gabriel & Co., 8.2%; Citizen, 7.5%. 

Jewelers' Circular Keystone, 2012

Jewelry is often classified as bridal merchandise (engagement, bridal and anniversary rings) and fashion jewelry (rings, bracelets, earrings, pins, gold chains), along with watches, silver flatware and other giftware. Diamonds often account for at least 50% of a company's sales.

Hoover's, 2012

According to the U.S. Census Bureau's Economic Census, diamond jewelry represents approximately 43% of a typical specialty jeweler's sales. If the category "other loose gemstones" -- which is mostly diamonds -- is included, diamonds and diamond jewelry generate nearly half of all specialty jeweler retail sales.

National Jeweler, 2012

According to a year-end survey of jewelers, conducted by National Jeweler magazine, the respondents said that silver merchandise experienced the biggest year-over-year sales gain during the 2011 holidays. Other strong categories included custom jewelry, loose diamonds and diamond jewelry.

National Jeweler, 2012

A 2012 study by Scarborough Research found that among American dads who shopped at a fine jewelry store in the past year either for themselves or others, 14% made a fine jewelry purchase and 7% bought costume jewelry.

Scarborough Research, 2012

A 2012 survey by IUM AS measured the aided (prompted) awareness of leading jewelry brands among females 18 years or older: Rolex, 84%; Tiffany, 83%; Cartier, 67%; Swarovski, 55%; Pandora, 55%; De Beers, 41%; Monet, 40%; David Yurman, 11%; Chamilia, 7%. Among males 18 years or older, the awareness scores were: Rolex, 82%; Tiffany, 72%; Cartier, 57%; De Beers, 47%; Pandora, 36%; Swarovski, 34%; Monet, 27%; David Yurman, 10%; Chamilia, 7%.

Jewelers' Circular Keystone, 2012

According to a 2011 survey by the Jewelry Consumer Opinion Council, 18% of consumers indicated they had taken gold jewelry to a local fine jewelry store to sell within the past two years.

Jewelry Consumer Opinion Council, 2011

Based on a 2011 Unity Marketing survey of affluent consumers (minimum household income of $100,000), the most popular jewelry brands were: 1. Tiffany & Co.; 2. Bulgari; 3. Boucheron; 4. Cartier; 5. Gucci.

National Jeweler, 2011

Where They Buy Source

Sterling Jewelers, the U.S. subsidiary of London-based Signet Jewelers (the world's largest jewelry retailer) operates more than 1,300 stores in all 50 states. Sterling Jewelers also operates Kay Jewelers (910 stores), Jared the Galleria of Jewelry (180 stores), and about 230 regional jewelry stores under other names (Belden, JB Robinson, Marks & Morgan).

Hoover's, 2012

Zale Corporation is one of the nation's largest specialty retail jewelers, with some 1,160 stores and 665 kiosks (mostly in malls) throughout the U.S., Canada and Puerto Rico. The company has three large chains aimed at different markets: Zales Jewelers (moderately priced items); Gordon's Jewelers (more expensive contemporary and regional items); and Piercing Pagoda (jewelry kiosks). Zale, with 2011 sales of $1.74 billion (up 7.8%), also operates approximately 130 jewelry outlet stores, and runs about 210 stores in Canada under the Peoples Jewellers and Mappins Jewellers names.

Hoover's, 2012

The largest jewelry chains in North America, ranked by 2012 store count: 1. Zale Corp., 1,792; 2. Sterling Jewelers, 1,318; 3. Fred Meyer Jewelers, 338; 4. Helzberg Diamonds, 229; 5. Ultra Stores, 150; 6. Samuels Jewelers, 106; 7. Tiffany & Co., 87; 8. Rogers Enterprises (Ashcroft & Oak Jewelers, Rogers & Holland Jewelers), 78; 9. (tie) Don Roberto and Ben Bridge Jeweler, 75.

National Jeweler, 2012

Retailers registering the highest dollar amounts of jewelry and watch sales in 2011 (totals in millions): 1. Sterling Jewelers, $3,034.1; 2. Wal-Mart, $2,800.0; 3. Tiffany & Co., $1,805.8; 4. Zale Corp., $1,742.6; 5. Macy's, Inc., $1,600.0; 6. QVC, $827.0; 7. Sears, $800.0; 8. J.C. Penney, $690.0; 9. Costco, $525.0; 10. Target, $475.0; 11. Cartier, $450.0; 12. Neiman-Marcus Group, $440.0; 13. Jewelry Television, $425.0; 14. Helzberg Diamonds, $410.0; 15. Ross-Simons, $360.0. 

National Jeweler, 2012

Based on research by the U.S. Census Bureau's Economic Census, specialty jewelers dominate the market for diamond jewelry and fancy watches, but other merchants -- typically multi-line retailers (Walmart, Costco, JCPenney, etc.) -- sell more colored gemstone jewelry, pearls and gold jewelry. Virtually all platinum jewelry is sold through specialty jewelers.

National Jeweler, 2012

According to a 2012 survey of brides, conducted by Jewelers' Circular Keystone magazine, 73% of the respondents' engagement rings were white gold, with platinum coming in a distant second at 16%.

Jewelers' Circular Keystone, 2012

According to a 2012 survey by Jeweler's Circular Keystone magazine, 59% of "high-end brides" (described as those with engagement rings costing $8,000 or more) chose a local/private/independent retailer for the actual purchase of their ring, compared to 33% of those brides whose rings cost less than $8,000. 

Jewelers' Circular Keystone, 2012

Based on an 2011 survey by the Jewelry Consumer Opinion Council, where shoppers typically purchase fine jewelry (more than one answer possible): Local independent fine jewelry retailer, 39%; regional or national jewelry chain store (e.g., Zale, Don Roberto, Helzberg, Ben Bridge, etc.), 33%; department store (e.g., JC Penney's, Macy's, Sears), 33%; Internet-only retailer's website (e.g., Amazon.com, BlueNile.com, eBay.com), 21%; mass discount store (Walmart, Target, Kmart), 19%; TV shopping channel (e.g., QVC, HSN), 13%; local craftsman, 13%; off-price or outlet jeweler, 11%; pawn shop, 10%; shopping club (e.g., Sam's Club, Costco), 10%; armed forces retailer, 2%.

Jewelry Consumer Opinion Council, 2011

A 2011 conducted by the XO Group revealed that approximately 2 in 5 grooms purchased at least of the engagement/wedding rings from a local or independent jeweler, while 1 in 3 bought at least one from a national jewelry chain, and 1 in 10 purchased from an online retailer.

Jewelers' Circular Keystone, 2011

Business Trends Source

Sales of jewelry stores amounted to $29.560 billion in 2011, a 10.7% increase over the 2010 figure of $26.701 billion. Jewelry stores generated $25.717 billion in sales during 2009.

U.S. Department of Commerce, 2012

Both specialty jewelers and multi-line merchants who sell jewelry and watches reported sales that rose by double-digit levels in 2011. Specialty jewelers' 2011 sales were up 10.7% to $29.6 billion, while multi-line retailers' jewelry and watch sales rose 11.2% to $38.7 billion.

IDEX Magazine, 2012

Research by the U.S. Department of Commerce showed that sales of jewelry and watches in the U.S. (through all retail channels) reached a record $68.3 billion in 2011, which was 11.2% higher than 2010.

National Jeweler, 2012

According to a year-end survey by National Jeweler magazine, 72% of jewelry retailers reported gains in same-store sales during 2011. Of this group, 24% said their sales were up by more than 10%, while 20% indicated that their sales climbed by more than 20% year-over-year. In 2010, 65% of survey respondents reported same-store sales growth, while in 2009, more than half said their sales had declined.

National Jeweler, 2012

According to a forecast by IDEX Magazine, total sales of jewelry and watches (in all retail channels) for 2012 are predicted to grow in the 6% range.

IDEX Magazine, 2012

The U.S. retail jewelry business includes about 20,000 specialty stores. The industry is fragmented, with the top 50 jewelry chains generating around 40% of revenue. 

Hoover's, 2012

An annual survey of jewelry retailers, conducted by Jewelers' Circular Keystone magazine, asked the respondents what percentage of their annual gross sales is spent on promoting their business: 2% or less, 32.7%; up to 4%, 25.7%; up to 6%, 19.1%; up to 8%, 10.6%; more than 8%, 11.9%. 

Jewelers' Circular Keystone, 2012

According to statistics compiled by the Jewelers Board of Trade, the total number of jewelry-related companies in the U.S. stood at 28,706 at the end of 2011 -- 21,574 retailers, 4,091 wholesalers and 3,041 manufacturers -- down 1.3% from the prior year.

Jewelers' Circular Keystone, 2012

A 2011 survey commissioned by the Silver Promotion Service asked jewelry retailers which merchandise categories generated their best sales margins: Silver jewelry, 57%; diamond jewelry, 20%; bridal jewelry, 15%; gold jewelry, 4%; platinum jewelry, 4%. 

National Jeweler, 2011

A 2011 study by the Jewelry Consumer Opinion Council showed that the Hispanic jewelry market has experienced a six-fold increase since 2005.

Jewelers' Circular Keystone, 2011