Jewelry has traditionally been a considered purchase for consumers. New research confirms that while demand for jewelry remains strong, the factors influencing purchase decisions are becoming increasingly important. Retailers who understand these evolving purchase drivers can better position themselves for success.
While the number of jewelry and watch purchases consumers expect to make over the coming year remains similar to previous years (1 – 3 pieces), other factors, such as inflation, cost of goods, certificates of authenticity, ethical sourcing and fair-trade labor, as well as traceability of origin, appear to be becoming more important in the actual purchase decision.
The Plumb Club Industry & Market Insights is a biannual research report designed to help retailers navigate market shifts. Conducted by The Plumb Club — an association of over 50 leading suppliers in the jewelry and watch industry — the report serves as both an investigative analysis and a consumer study. By surveying over 2,000 jewelry buyers, it uncovers emerging trends and evolving buying habits, providing valuable insights for the industry. The following are just a few of the topics covered in the report.
According to The Plumb Club Industry and Market Insights 2025 study, the impact of inflation and the cost of goods will affect consumers in the following manner. 23% of consumers say they will spend “a lot less”, while 27% say they will spend “the same amount or more. 31% of consumers (an increase of +2% over the 2023 survey) say they will wait for special deals, discounts or promotions to purchase.
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The consumer survey shows that brand certificates of authenticity have gained importance in the mind of a consumer with 32% of consumers responding that these certificates are the most important factor when purchasing a piece of jewelry. This represents a +7% increase over the same question asked in 2023. 29% of consumers say an independent laboratory verification is most important.
Ethical sourcing, fair trade labor and origin traceability lead in importance for business practices according to the survey. 31% of consumers view ethical sourcing as an important business practice (an increase of +7% over 2023) with 46% saying t they would pay either a lot more or a great deal more as a premium to ensure this. 30% of consumers view fair trade labor as important (an increase of +7% over 2023) with 47% saying they would pay either a lot more or a great deal more as a premium to ensure it. 30% also say that origin traceability of the diamonds and gemstones used is important (an increase of +8% over 2023) with 47% saying they would pay either a lot more or a great deal more as a premium to ensure this.
When buying a piece of jewelry 78% of respondents agree that knowing more about the store or brand’s responsible business practices would directly influence their purchase decision and 41% (an increase of +4% over 2023) say that, if they were unable to verify a piece had been responsibly sourced, it would be unlikely that they would make the purchase.
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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