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Gems & Jewelry Buying Behavior Survey 2021

Part 3: Plumb Club research reinforces value of digital media to jewelry industry.




IN ONE OF the most comprehensive research documents on the jewelry industry, The Plumb Club Industry & Market Insights 2021 underscores the importance of digital media to today’s consumer. The study reveals how online and social media platforms are key drivers when making purchase decisions and how a consumer utilizes these platforms across computer, tablet and mobile devices when researching jewelry.


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


59% of consumers say they have made purchases through social media. This is a large number considering social media isn’t primarily intended for direct sales.

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


When asked how they use technology for the purchasing process, 79% research product online and 64% make their jewelry purchases online. When it comes to watches, 54% of surveyed consumers have shopped online.

Underscoring the importance of reputation and quality, 31% of consumers say they leave reviews for products online.

When buying online, 39% say that the most preferred method is a mobile device. 34% use a laptop, while 16% prefer a desktop computer and 12% a tablet — an important reminder that websites need to be intuitive and easily navigated across all devices.


The findings above were part of an expansive multi-focused study initiated by The Plumb Club, a coalition of 45 best-in-class suppliers to the jewelry and watch industry. The study was conducted in the first half of 2021 with a sampling of 1,049 men and women from ages 25-60 with a focus on 10 test markets across the US. It was done with the help of Paola Deluca, The Futurist and Qualtrics.

Additional information from this expansive research will be shared over the next number of 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 The Plumb Club Members visit here or email [email protected]


Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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