High-End Brides Favor Local Jewelers; Budget Brides Favor Chains



On average, survey respondents visited four jewelry retailers before purchasing.

A close-up look what today’s bride looks for in a jewelry retailer.

Local Flavor

59 percent of high-end brides chose a local/private/independent retailer for the actual purchase, as opposed to just 33 percent of the non-high-end group. The luxury group was also more likely to choose a local wholesaler or a luxury jeweler such as Cartier or Tiffany & Co.

42 percent of the budget brides’ rings were purchased at a national/regional jewelry chain such as Zales, Kay, Jared’s, or Robbins Brothers. Only 15 percent of luxury brides, however, went in this direction.

28

That’s how many rings ­high-end brides considered before purchasing. Their budget counterparts looked at an average of 22 rings.

Pay it Forward

37 percent of high-end brides are more likely to return to the engagement ring retailer for non-bridal jewelry—to the tune of 37 percent compared with 31 percent of the non-high-end group. They are also more likely to recommend the retailer to family/friends.

Shopping Unplugged

70 percent of the high-end brides said no, they did not consider buying the engagement ring online compared with 61 percent of the non-high-end brides.