Consumer Jewelry Preferences Revealed by New Research
The Plumb Club Research Helps Retailers Understand What Consumers Want
New York – Just in time for the summer buying shows, The Plumb Club is introducing research findings that will help retailers make informed purchasing decisions. This part of the multi-focused research went directly to consumers to ask their jewelry preferences across a variety of style and category.
- To a great extent, consumers agree (67%) that, when they wear jewelry, they wish to wear pieces that express their personality and mood. 64% of consumers say that symbols used in jewelry have (or to some extent have) the power to convey emotion or to protect.
- When it comes to expressing a consumer’s personality 44% of consumers prefer traditional or classic styling, 20% prefer a minimalistic approach, while 14% prefer contemporary and 12% vintage. Trendy or fun styling preferences came in at 9%.
- Overwhelmingly, 78% of consumers say that colorful jewelry lifts their mood, and they define colorful jewelry as jewelry that contains one color of brightly-colored gemstones (43%) or jewelry with a mix of many-colored gemstones (42%).
- When purchasing color gemstone jewelry, 41% of consumers prefer a somewhat neutral color palette that might work for more outfits, while 31% want a brighter color palette of gems. Multi-color and pastel preferences were split, each at 14%.
- Consumers purchasing pearls prefer white pearls (53%) over color pearls (24%) and generally prefer their pearls in a classic strand styling (52%). 37% of consumers say that when they buy pearls, they like more modern styling.
- For watches, 70% of consumers say that they define their watch style as classic and 24% define their style as vintage. While 55% say they prefer to buy watches with an automatic movement, 42% prefer a classic wind. 37% say they want battery operated movements and 16% like watches with complications.
The research was conducted with a sampling of 1,049 men and women, from the ages of 25-60 with a focus on 10 “test markets” across the US. Respondents had all attended some college or higher, had a combined household income of at least $75K/year and claimed to have either purchased jewelry in the past year and/or were intending to purchase jewelry in the upcoming year. The expansive research, entitled The Plumb Club Industry and Market Insights 2021 was initiated by The Plumb Club, a coalition of 45 best-in-class suppliers to the jewelry and watch industry, with the help of Paola Deluca, The Futurist and survey firm, Qualtrics.