According to the study, 64 percent of consumers who purchase jewelry visit a jewelry store and speak to a jeweler during their research. This is 26 percent more than for other luxury products. Seeing jewelry in person and talking to an expert helps customers feel confident about their purchase. Consumers who speak to a jeweler are more likely to buy locally rather than online.
Gifting drives much of this behavior. Forty percent plan to give gold jewelry as a gift in the next year, while 32 percent choose sterling silver, colored gems, or pearls. Half of consumers say fine jewelry holds sentimental value and celebrates special moments. Forty-three percent have purchased or received jewelry as a gift in the past year, and over one-third plan to buy jewelry soon.
Retailers face competition from online sellers, but the in-store experience remains strong. Thirty-nine percent of jewelers say e-commerce is their top challenge, yet only 34 percent have an online store. Instead, jewelers focus on highly trained staff and excellent service to attract shoppers. Many consumers still appreciate the ability to see, touch, and ask questions before buying a valuable piece.
This fine jewelry research shows that even in a digital age, trust and personal service set local jewelers apart. Fine jewelry buyers continue to rely on expert guidance and the emotional connection that comes with shopping in person.
Provoke Insights supports Jewelers of America by delivering the data that helps retailers understand consumer trends and strengthen customer relationships.
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