The Designer Jewelry Report

Sales of designer jewelry are on the rise. That’s one of the findings from a recent survey of JCK‘s retail panel, which revealed that designer jewelry accounted for a median 10% of jewelers’ total sales. For 63.4% of jewelers, designer jewelry’s slice of their total sales pie increased over the past two years. Fewer than a quarter of respondents (21.1%) said designer jewelry sales decreased as a percentage of total sales, and 15.5% said the percentage had remained the same. Additional findings are as follows:

Percentage of Jewelers Carrying Designer Lines in Selected Categories

Category 1-5 6-10 11-15 16+
Source: July 2003 JCK Retail Panel. The response rate for this survey is 28.8%; 183 responses were received out of 635 sent. The universe of fine jewelers in the U.S. is 25,000.
Number of designer lines carried
Bridal jewelry 55.6% 6.1% .6%
Bridge jewelry 19.4% 3.3% .6%
High-end jewelry 48.9% 5.6% .6% .6%
Baby goods/jewelry 21.7%
Karat gold jewelry 39.4% 2.8% 2.2%
Diamond jewelry 38.3% 6.1% 2.2%
Titanium/steel jewelry 26.1%
“Other” jewelry 30% 2.2% .6%

Percentage of jewelers carrying designer lines across all jewelry categories

1-5 designer lines 57.4%
6-10 designer lines 31%
11-15 designer lines 4.7%
16+ designer lines 6.9%

Yellow Still Rules: Percentage of Jewelers Who Answered the Question, “Which Color Do You Sell More?”

Yellow Gold White Gold Platinum Silver
Engagement rings 50.5% 25.5% 23.9%
Wedding bands (men & women) 62.3% 23.5% 14.2%
Diamond fashion rings 69.9% 23.5% 6.6%
Diamond bracelets 71.3% 22.1% 6.6%
Diamond necklaces & pendants 61% 33.7% 5.3%
Karat gold chains 93.4% 6.6%
Karat gold fashion rings 90.2% 9.8%
Karat gold bracelets 91.9% 8.1%
Colored-stone necklaces & pendants 82.8% 13.4% 1.6% 2.2%
Colored-stone fashion rings 83% 13.7% 1.1% 2.2%
Colored-stone bracelets 86.6% 9.3% 1.2% 2.9%
Men’s watches 62.5% 18.1% 19.4%
Women’s watches 68.5% 20.5% .7% 10.3%
All jewelry categories (excl. watches) 76.5% 16.8% 5.4% 1.3%