Bridal by the Numbers

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%