Colored gemstone jewelry is a category ripe for growth, suggests a recent consumer research survey conducted in January.
Ownership of color stones is already high and nearly 80% of consumers polled said they would consider colored stone fine jewelry as a future gift or self-purchase item, according to the Jewelry Consumer Opinion Council survey.
The research also revealed potential messaging platforms. Consumers are naturally drawn to colored stones for their beauty, but they also see them as a vehicle to celebrate their own uniqueness, individuality, and personal style. The study suggests that consumers want to know more about colored gemstones, and would be receptive to the story behind both colors and gemstones – what they symbolize, their history, folklore and background.
Female self-purchase is another clear marketing opportunity that the study uncovered: of consumers who plan to purchase colored gemstone jewelry in the next six months, more than 85% plan to purchase for themselves.
The JCOC study was designed to better assess and understand consumers’ knowledge and purchasing behavior of colored gemstones. It explored current levels of ownership and attitudes towards colored stone jewelry, and identified key marketing opportunities for retailers and manufacturers of colored stone jewelry, including who’s buying, what they’re buying and key purchase occasions.
JCOC is an Internet-based, niche market research service exclusive to the gem and jewelry industries. It is made up of a sampling panel of consumers throughout North America representing all ages, genders, income levels, buying categories, and geographic regions. It uses the Internet to get It provides MVI Marketing Ltd., Paso Robles, Calif., clients market intelligence about their jewelry products and their respective end use consumers.