You Gotta Love It: Valentine’s Day Jewelry Sales Predicted to Soar

By Karen Dybis | February 06, 2026

Valentine’s Day shoppers will spend more on jewelry than any other type of gift this year, according to the National Retail Federation (NRF), and given the sentimental and romantic nature of the holiday, a lot of that jewelry will probably have hearts.

A heart is a powerful symbol to give a friend, family member, or special someone(s) in your life. But it can’t be just any heart. It has to be one that says something to the recipient.

So if you’re going to share your heart in jewelry form this year, we have some suggestions that are bodacious in the best possible way. And in true jewelry lover’s spirit, we’ve included a non-heart option at the end—for that loved one who is, perhaps, more difficult.

The NRF said its annual survey on planned Valentine’s Day consumer spending showed that about $7 billion will be spent on jewelry, the highest total for any category. Overall, the NRF predicted Valentine’s Day spending will hit a record $29.1 billion this year. Consumers will spend $199.78 on average for gifts, surpassing the previous high of $196.31, set in 2020, the NRF said.

KIL NYC Heart — *KIL N.Y.C. Pierced Padlock – Wounded ($2,800) with pavé rubies, available in 10k, 14k, or 18k yellow gold*

Many jewelers introduce new collections timed to Valentine’s Day to snag that romantic consumer. For his KIL N.Y.C. brand, founder Konstantinos I. Leoussis tells JCK he went a little darker this year, to reflect the volatile world of the moment.

KIL N.Y.C.’s Valentine’s Day designs include “wounded” and “blood-encrusted” heart padlock charms, with the wounds and blood represented by pavé rubies, as well as “love hurts” symbolism (swords piercing a heart). The company’s Valentine’s jewelry, priced from $200 to $5,400, also features gold and silver roses—for flowers that never fade—and diamond accents.

“The designs are heavily inspired by gothic romance–pastels and edgy goth motifs, combined with soft romantic aesthetics,” Leoussis says. “We are exploring new and unusual ways to express affection, either for romantic love, female friendships for Galentine’s, BFF loyalty for ‘Palentine’s,’ and same-sex or gender-free relationships.

“Everyone should have a way to express love that fits their unique personality. We sought to make Valentine’s cool, and this collection does just that,” he says.

Some jewelry brands point to favorite existing collections with heart-shape pieces for Valentine’s Day gifting. At Lionheart, those include Cassandane and Seasons.

“The Cassandane designs are inspired by a true love story and named after Queen Cassandane, making it deeply symbolic from the beginning,” says Lionheart founder and creative director Joy Haugaard. “I first created it in 2013, and it has since grown into a collection we continue to build on year after year. It’s a true heirloom piece—designed to be worn, loved, and passed down.”

For men, Chris Ploof is promoting his Yanone pendant with a pierced heart. The piece is shaped like a yanone, a Japanese arrowhea.

“Valentine’s Day has a deep history dating back to Roman times. I personally really enjoy the history of it and am proud to live in the city where Esther Howland invented the first mass-produced Valentine’s Day cards,” says Ploof, who works from his studio in Leominster, Mass., just north of Howland’s Worcester.

“Modern tradition has evolved to include the sharing of gifts, and we have added a few keepsake pieces into our collection that feature the enduring symbol of the holiday, the heart,” Ploof adds.

Below, see some of our favorite heart jewels for Valentine’s Day. As promised, if you have “difficult women” (like this author…hint, hint) on your gift list, check out the Common Era collection of that name. It’s one way to get a message across, we suppose.

Oscar Heyman Heart Brooch — *Oscar Heyman invisible-set heart brooch (price on request) in platinum with 60.98 cts. t.w. rubies, 2.61 cts. t.w. marquise diamonds, 1.51 cts. t.w. round diamonds, and 0.78 ct. t.w. baguette rubies*

MRK Green heart — *Monica Rich Kosann Love heart necklace ($3,650) in 18k yellow gold with aventurine and emeralds*

Jessica McCormack hearts — *Jessica McCormack Heart-Shaped Gypset hoop earrings ($9,400) in 18k blackened white gold and yellow gold with 0.5 ct. rubies*

Lionheart blue heart — *Lionheart Full Spiked Padlock heart charm ($7,895) in 18k yellow gold with 0.52 ct. t.w. diamonds, from the Seasons collection*

Chris Ploof heart pendant — *Chris Ploof Designs large Yanone Pendant With Pierced Heart ($540) in Damascus steel on stainless steel bail and chain*

BOUDICA Common Era — *Common Era Boudica pendant ($260) in 18k gold vermeil (also available in 18k gold), from the Difficult Women collection*

Top: Circa 1904 English Victorian fancy curb link padlock bracelet in 9 ct. rose gold ($3,350) from Lang Antique & Estate Jewelry (photos courtesy of the brands)