Higher-Ticket Purchases Drive U.S. Jewelry Sales Growth in May

By JCK News Desk | June 09, 2026

Higher-priced purchases continued to drive growth in U.S. jewelry sales in May, even as the number of units sold declined, according to a monthly report by Edahn Golan of Tenoris.

U.S. jewelry sales increased 1.8% year-over-year in May, while the average purchase price rose 19.6%, Golan said. Year-to-date revenue at specialty jewelers was up 7.6%, reflecting strength in overall sales despite weaker unit performance.

The report indicated that the market continues to be shaped by a “price up, units down” dynamic, in which revenue growth is driven primarily by higher-value purchases. Unit sales declined by a low-double-digit percentage during the month, while higher-priced items—particularly those above $2,500—saw increased demand.

Mother’s Day remained a key sales driver, accounting for roughly one-third of May’s jewelry revenue, according to Golan. In the week leading up to the holiday, diamond jewelry sales rose modestly, with higher average spending per item offsetting lower unit sales. Necklaces and fashion rings were among the strongest performing categories.

Gold jewelry recorded the strongest revenue growth in May, rising 4.7%, although unit sales declined. Sales revenue from finished diamond jewelry fell during the month, breaking a streak of year-over-year gains that began in late 2024, Golan reported.

He also identified broader structural factors influencing consumer behavior, including rising gold prices and ongoing changes in the lab-grown diamond segment. At the same time, economic conditions may be playing a role, with data cited by Golan pointing to increasing consumer financial stress.

Consumers seeking lower price points increasingly gravitated toward silver jewelry and jewelry set with lab-grown diamonds, Golan said.

Overall, the Tenoris data suggests that U.S. jewelry demand may be resilient, but it’s increasingly concentrated in higher price points as consumers purchase fewer, more expensive items.

The JCK News Desk uses AI to help research and produce the first draft of articles. This story was then reviewed by staff writer David Blomquist.

Top: Shoppers at Menlo Park Mall in Edison, N.J. (photo by Jeff Granit for the Star-Ledger/NJ.com)