Nearly 30 percent of consumers plan to give jewelry as a gift for Valentine’s Day, according to a survey conducted by the Jewelry Consumer Opinion Council (JCOC.net).

Some 50 percent of JCOC.net panel members will give a Valentine’s Day gift this year – but less than a third of them will be giving jewelry, according to the Internet-based survey of jewelry consumers.

The results show that more shoppers plan to buy cards (64.4 percent) and candy (46.1 percent) than fine jewelry and watches (28.1 percent). Last year 12.2 percent of JCOC panel members gave jewelry as a Valentine’s Day gift.

“Valentine’s Day is about love and so is jewelry. We are a perfect match” says Elizabeth Chatelain, president of MVI Marketing Ltd., Paso Robles, Calif. MVI is the owner and creator of JCOC.net.
 
The JCOC Valentine’s Day shoppers seem to be split on styles of fine jewelry they will buy this year. Nearly identical percentages preferred necklaces (34.3 percent), earrings (34.3 percent) and watches (32.2 percent). Significant percentages also cited bracelets (26.9 percent) and fashion rings (22.7 percent).

When asked to describe the jewelry they will be giving, again there was no clear favorite. Some 31.5 percent said “diamonds.” The same percentage said “precious metal with no diamonds or gemstones,” 31.2 percent said “precious gemstones,” and 29.95 percent said “watches.” When asked what metal the Valentine’s Day gift will be set in, there was more of a consensus, according to the survey results. More than half of JCOC panelists planned to purchase yellow gold for at least one of their fine jewelry gifts. Way behind: White gold (36.3 percent), sterling silver (29.2 percent), and platinum (15.3 percent). Chatelain said she isn’t surprised, “(In) our resent surveys consumers have been leaning toward yellow for fashion fine jewelry,” she said.

JCK