Jewelry industry

Pandemic survey finds positive impact on jewelry industry

INONE OF THE most comprehensive consumer studies done to date on any jewelry-related topic, especially during the pandemic time, The Plumb Club led a research paper that found the jewelry category faring better. than expected, many consumers increasing their jewelry purchases and wear.

30% of consumers surveyed said the pandemic had a positive impact on their jewelry purchases (bought more) versus 21% who said it had a negative impact on their purchases. 49% said they had remained stable at previous purchase levels during the pandemic.

Since many stores across the country have closed their physical stores for many months in 2020, the study also shows that 72% of consumers surveyed say they have purchased jewelry online and 39% said spending more than time at home inspired them to buy more jewelry from online platforms.

Pandemic has positively impacted jewelry industry, survey finds

With the increase in remote working and virtual meetings, research reveals that during the pandemic, 41% of consumers were more tempted to wear jewelry that would be seen on screen during video meetings and online gatherings.

65% of consumers said they usually wear jewelry at home and 23% said they increased their jewelry wear during the pandemic (44% reported no change).

When asked about their favorite pieces to wear, 39% said they wear rings the most often. However, when asked about their categories of online shopping, 62% say they buy necklaces or earrings the most often.


The survey was a multi-center study initiated by The Plumb Club, a coalition of the 45 best suppliers to the jewelry and watch industry, with assistance from Paola Deluca, The Futurist and Qualitrics. The study was conducted among a sample of 1,049 men and women, aged 25 to 60, with a focus on 10 “test markets” across the United States. Respondents had all attended university or more, had a combined family income of at least $ 75,000 / year, and reported having purchased jewelry in the past year and / or intended to purchase jewelry in the past. during the coming year.

Additional information from this extensive research will be shared over the coming weeks. Any retailer wishing more information on The Plumb Club Industry & Market Insights 2021 should contact a Plumb Club member. For a full list of Plumb Club members, visit here or email [email protected]


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