Jewelry industry

Plumb Club research reinforces the value of digital media for the jewelry industry


INone of the most comprehensive research papers on the jewelry industry, The Plumb Club Industry & Market Insights 2021 highlights the importance of digital media to today’s consumer. The study reveals how social and online media platforms are key factors when making purchasing decisions and how a consumer uses these platforms on a computer, tablet and mobile devices when shopping. jewelry research.

85% of consumers surveyed in this study are active on social networks. The most popular platforms are Facebook (93%) and Instagram (73%). Other social media platforms follow them significantly with Twitter at 55%, Pinterest at 46% and TikTok at 31%.


59% of consumers say they have made purchases via social networks. That’s a large number considering that social media isn’t primarily for direct selling.

35% of consumers say they feel comfortable buying their jewelry online and 33% see retailer websites as a major influencer in buying jewelry.


When asked how they use technology for the buying process, 79% of them research products online and 64% shop for jewelry online. Regarding watches, 54% of consumers surveyed have purchased online.

Emphasizing the importance of reputation and quality, 31% of consumers say they leave product reviews online.

When shopping online, 39% say the most preferred method is a mobile device. 34% use a laptop, while 16% prefer a desktop and 12% prefer a tablet – an important reminder that websites should be intuitive and easy to navigate on all devices.


The above findings were part of a large multi-center study launched by The Plumb Club, a coalition of 45 leading suppliers to the jewelry and watch industry. The study was conducted in the first half of 2021 with a sample of 1,049 men and women aged 25 to 60, with a focus on 10 test markets across the United States. It was made with the help of Paola Deluca, The Futurist and Qualtrics.

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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