Carats for Kids: The Children’s Jewelry Market

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*:
* Respondents could select more than one answer
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%