Carats for Kids: The Children's Jewelry Market
By Jennifer Heebner, Senior Associate Editor -- JCK-Jewelers Circular Keystone, 9/1/2002
Nearly 85% of jewelers sell some kind of jewelry designed specifically for children, from newborns to 17-year-olds, according to a recent JCK Retail Panel survey. Results of the survey are shown in the charts below.
| Do you sell jewelry designed specifically for children (birth to age 17)? |
| No | 16.5% |
| Yes | 83.5% |
| What percentage of your total sales volume is from children's jewelry? |
| 1% | 34.1% |
| >1% | 22.2% |
| 2% | 17.0% |
| 5% | 11.1% |
| 3% | 8.9% |
| 4% | 3.7% |
| 15% | 1.5% |
| 30% | .7% |
| Do you have any marketing/advertising programs specifically for children's jewelry? |
| Yes | 10.3% |
| No | 89.7% |
| Respondents who sell children's jewelry carry*: |
| Baptismal, First Communion, and Confirmation items | 79.4% |
| Earrings | 76.3% |
| Charm bracelets and charms | 76.3% |
| "Starter pearls" or "add-a-pearl" necklaces | 70.6% |
| Special graduation-themed items | 43.8% |
| Bar Mitzvah/Bat Mitzvah items | 36.3% |
| Birthstone items | 36.3% |
| "Name" jewelry | 29.4% |
| Special ethnic items, such as jewelry for Hispanic girls' Quinceañera (15th birthday) | 7.5% |
| Which of the above is your single best-selling children's jewelry category? |
| "Starter pearls" or "add-a-pearl" necklaces | 28.7% |
| Birthstone items | 21.3% |
| Baptismal, First Communion, and Confirmation items | 19.9% |
| Charm bracelets and charms | 14% |
| Earrings | 6.6% |
| "Name" jewelry | 3.7% |
| Special graduation-themed items | 2.9% |
| Bar Mitzvah/Bat Mitzvah items | 2.2% |
| Special ethnic items, such as jewelry for Hispanic girls' Quinceañera (15th birthday) | .7% |
