The bridal jewelry category has historically been touted as the “bread and butter” of the jewelry industry. Although that still may be true, the average consumer-spend on a piece of jewelry not intended for an engagement or wedding has risen significantly, a new consumer research study reveals. Consumer attitudes and spending habits are shifting and retailers who see and evolve with these changes will benefit from the opportunities that are presenting themselves.
The Plumb Club, an association of over 50 best-in-class suppliers to the jewelry and watch industry, continues in its mission to educate the jewelry industry. In its ongoing bi-annual research, done to help retailers take advantage of market changes, they once again commissioned an investigative document and conducted a consumer study of over 2,000 jewelry customers, identifying the newest trends and buying habits.
While the preferred locations a consumer usually purchases jewelry remain remarkably similar to previous studies, the dollars spent on pieces purchased has risen across the board. When comparing the categories of bridal/engagement jewelry with non-bridal purchases, the price point of the bridal purchase was higher, however, the significant increase in purchase price is in the non-bridal category.
According to The Plumb Club Industry and Market Insights 2025 study, the average spend on a piece of bridal jewelry is $5,493.00, representing an increase of 2% over the same study done in 2023. Although the average spend on a piece of non-bridal jewelry was less, at $1,664.00, the price represents an increase of 28% over 2023. This becomes significant when you consider the number of non-bridal jewelry gift-giving opportunities that exist over the course of a year.
Independent and local jewelers will be pleased to know that, according to 43% of respondents, they are still the most preferred place to buy jewelry, with national jewelry chains following at 23%. Department stores are preferred by 13% of consumers, and online, not including social media, are preferred by 12%.
When it comes to the influence behind a jewelry purchase, designers and brands influence 31% of consumers. Family and friends come in a close second in influencing 30% of consumers. The importance of a retailer’s website should also not be overlooked in its influence on a purchase, claiming 21% of consumers. When it comes to the jewelry itself the most important influencer in the purchase decision is the quality of the piece, with 39% of respondents ranking it the highest factor. In fact, this attribute has risen the most (+25%) in importance since the previous survey in 2023.
Respondents were also asked to rank the elements of the jewelry that help most justify the price. Diamond or gemstone quality comes in at 30%, slightly up from the previous survey. Diamond or gemstone size comes in as second, after quality.
Staying in tune with consumer insights is a key building block for the success of every retail business. Responding to those shifts and meeting the evolving desires of the customer is the foundation on which to build a solid reputation of customer satisfaction and loyalty. The Plumb Club is pleased to provide these insights to help retailers do just that!
The insights shared here are part of a multi-faceted research study initiated by The Plumb Club with the assistance of Paola Deluca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm. The study was conducted with a sampling of over 2,000 men and women from the ages of 25 – 60 with a balanced demographic and psychographic mix across the US with the goal of understanding how individuals engage with jewelry. Respondents had all attended some college or higher and had a combined household income of at least $75K/year. Additional information from this expansive research will be shared over the next several weeks. Any retailer wishing more information on The Plumb Club Industry and Market Insights 2025 report should contact their Plumb Club Member vendors or drop by The Plumb Club Pavilion at JCK Las Vegas to visit a member. A full listing of Members can be found here.
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