This year’s analysis of the U.S. bridal jewelry business offers a snapshot of sales, brand recognition, non-diamond engagement ring (NDER) alternatives, and more. JCK surveyed its nationwide panel of jewelry industry members, 100 percent of whom carry bridal jewelry. Some 430 bridal jewelry retailers answered e-mail surveys in October 2007. While some findings were surprising—colored center stones and palladium are growing in popularity among brides—others were expected: The average price point of diamond engagement rings (DERs) in second marriages is higher than the first. All figures aim to help jewelers remain competitive through benchmarking businesses against national peers.
% Retailers Who Sell NDERs*
| *NDERs = non-diamond engagement rings | |
| DON’T 31% | DO 69% |
Revenue From Bridal Jewelry Sales
| Annual Revenue | % Respondents |
| Under $125,000 | 33% |
| $125,000–$499,999 | 36% |
| $500,000–$999,999 | 10% |
| $1M–$2.9M | 9% |
| $3M or more | 12% |
Bridal Jewelry as a % of Annual Sales
| Bridal Share | % Respondents |
| Less than 20% | 19% |
| 20%–29% | 24% |
| 30%–39% | 21% |
| 40%–49% | 15% |
| 50%–69% | 13% |
| 70%–89% | 5% |
| 90%–100% | 3% |
% Annual DER* Sales From 1st Marriages
| Share From 1st-Timers | % Respondents |
| *DER = diamond engagement ring | |
| Less than 25% | 17% |
| 25%–49% | 31% |
| 50%–74% | 36% |
| 75%–100% | 16% |
% Annual DER Sales From 2nd Marriages
| Share From 2nd-Timers | % Respondents |
| Less than 25% | 49% |
| 25%–49% | 41% |
| 50%–74% | 9% |
| 75%–100% | 1% |
How Often Three Bridal Rings Are Sold at Same Time
| Frequency | % Respondents |
| Always/Almost Always | 6% |
| Frequently | 16% |
| Sometimes | 39% |
| Rarely | 33% |
| Never | 6% |
Handling Requests for Brands Not Carried*
| Strategy | % Respondents |
| *Multiple responses | |
| Convert them to a brand you carry | 65% |
| Offer to make an identical piece | 34% |
| Try to order requested piece from maker | 32% |
| Order through fellow jeweler | 16% |
| Refer to another jeweler | 10% |
Popularity of Bridal Jewelry Metals*
| Metal | % Respondents |
| *Multiple responses †Includes palladium, titanium, and sterling silver |
|
| Platinum | 36% |
| Platinum/yellow gold mix | 9% |
| 18k white gold | 38% |
| 14k white gold | 56% |
| 18k yellow gold | 13% |
| 14k yellow gold | 18% |
| Other† | 11% |
Popularity of Center Stone Sizes
| Carat Weight | % Respondents |
| Less than 0.50 cts. | 5% |
| 0.50 cts.–0.90 cts. | 31% |
| 1.00 cts.–1.40 cts. | 51% |
| 1.50 cts.–1.90 cts. | 10% |
| 2.00 cts.–2.90 cts. | 2% |
| 3.00 cts. or more | 1% |
Popularity of Price Points for 1st-Marriage DERs
| Price Point | % Respondents |
| Less than $3,000 | 30% |
| $3,000–$6,999 | 53% |
| $7,000–$14,999 | 14% |
| $15,000–$24,999 | 2% |
| $25,000 and up | 1% |
Popularity of Price Points for 2nd-Marriage DERs
| Price Point | % Respondents |
| Less than $3,000 | 17% |
| $3,000–$6,999 | 36% |
| $7,000–$14,999 | 37% |
| $15,000–$24,999 | 9% |
| $25,000 and up | 1% |