Marketing Sentiment to Increase Jewelry Sales

Nearly half of surveyed women indicate their most precious jewelry piece costs less than $1,000 but this data isn't necessarily bad news for the industry. A close read of National Jeweler's recent survey reveals that women maintain strong feelings for jewelry they receive on special occasions such as their birthdays, anniversaries or Mother's Day celebrations.

Here's a short list of favorite pieces and percentage rates of ownership:

  • Rings 83%
  • Necklaces 73%
  • Earrings 68%
  • Bracelets 50%
  • Watches 36%

Here's what women would like to acquire:

  • Emerald jewelry
  • Diamond tennis bracelets
  • Gemstone necklaces

At least half of consumers like buying jewelry from independent stores and often link their choice of destination to convenience. Beyond that, a good marketing campaign that ties sentiment to popular gems and pieces might be the best way to increase revenues.

[Source:  Posnock, Susan. "What Jewelry Do Consumers Own?" National Jeweler Network, 7.24.2008]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.