In a recent study of consumers via the Internet, two thirds of respondents reported that they had bought fine jewelry or watches as a birthday gift. An even higher 74 percent said they would consider purchasing the same in the future. A total of 70 percent said they would buy for a spouse or significant other, followed by a parent or child. And, consumers are rewarding themselves for each passing year, as self-purchased birthday gifts ranked high among respondents.

These results are from a study of Jewelry Consumer Opinion Council, an e-panel of fine jewelry consumers throughout North America, representing all ages, genders, income levels, buying categories and geographic regions. A total of 2,838 participated in the study, which was held June 30 to July 7.

Dress watches, birthstone, and diamond jewelry rank as the top birthday gifts to give, according to the study. Nearly half of respondents would spend up to $500, while a third fell in the $100 and $200 range. Local independent fine jewelry retailers and national jewelry chain stores were the most common venue to shop for fine jewelry and watch birthday gifts.

Cost was deemed by survey participants to be the largest hindrance in purchasing fine jewelry or a watch as a birthday gift. Creating the allure, illustrating how jewelry can be the perfect choice for a gift, especially for a birthday, can swell buying trends in that direction, said Elizabeth Chatelain, JCOC president.

“Most customers who come into your store have a birthday gift to buy within three months,” she said. “It should be the retailer’s goal to remind their customers to make sure they buy jewelry or a watch.” She adds, “This is a very simple way to grow sells while enduring them to their customers.” While an iPod might be a good gift, people only need one. A piece of fine jewelry that will carry an emotional message, last forever, and of which everyone wants more than one, has greater appeal.”

To view the complete study, visit www.jcoc.info. For more information about this report and other JCOC services, contact Martin Hurwitz, MVI Marketing, Ltd. at (805) 239-2994 ext. 101 or e-mail mhurwitz@mvimarketing.com.

JCK