Survey finds pandemic has positively impacted jewelry industry

INONE OF THE most comprehensive consumer studies done to date on jewelry-related topics, especially during the time of the pandemic, The Plumb Club led a research paper that found the jewelry category fared better than expected, many consumers increasing their jewelry purchases and wear.

30% of consumers surveyed said the pandemic had a positive impact on their jewelry purchases (bought more) compared to 21% who said it had a negative impact on their purchases. 49% said they had remained stable at previous buying levels for the duration of the pandemic.

Given that many stores across the country have closed their physical stores for many months in 2020, the study also indicates that 72% of consumers surveyed say they have purchased jewelry online and 39% said that spending more than time at home had prompted them to buy more jewelry from online platforms.

Survey finds pandemic has positively impacted jewelry industry

With the rise of remote work and virtual meetings, research finds that during the pandemic, 41% of consumers were more tempted to wear jewelry that would be seen on screen during video meetings and online gatherings.

65% of consumers said they usually wear jewelry at home and 23% said they wear more jewelry during the pandemic (44% reported no change).

Asked what pieces they prefer to wear, 39% said they most often wear rings. However, when asked about their online shopping categories, 62% say they buy necklaces or earrings most often.


The survey was a multi-focal study initiated by The Plumb Club, a coalition of 45 top suppliers to the jewelry and watch industry, with assistance from Paola Deluca, The Futurist and Qualitrics. The study was conducted among a sample of 1,049 men and women, ages 25 to 60, with a focus on 10 “test markets” across the United States. Respondents had all attended college or higher, had a combined household income of at least $75,000/year, and claimed to have purchased jewelry in the past year and/or intended to purchase jewelry in the past year. course of the coming year.

Additional information from this extensive research will be shared over the coming weeks. Any retailer wanting more information on The Plumb Club Industry & Market Insights 2021 should contact a Plumb Club member. For a complete list of Plumb Club members, visit here or email [email protected]