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Jewelry - US - August 2010

The U.S. retail jewelry market continues to struggle through the economic recession as consumers continue to limit discretionary spending and the price of precious metals remains high. Brick and mortar stores are also losing ground to online merchandisers as shoppers use the internet to do their comparison shopping and ultimately make the entire transaction through purchase online. In this report, Mintel takes a look at the jewelry market projected to reach $49.3 billion in 2010, showing growth this year for the first time since 2007. Among other things, this report looks at the following:

  • The ways in which gold prices have affected what the consumer is seeing in stores
  • In what sectors the recession is having the most impact and why certain consumers are returning to jewelry counters
  • How the surge in eco-friendly and eco-conscious consumer goods is impacting the jewelry market
  • Why the watch market is struggling to increase sales and why this is an uphill battle.
  • What type of jewelry is most popular among women in general, as well as among those in various age groups
  • Which retail outlets are more appealing to the younger set and which tried-and-true retail channel the oldest consumers continue to embrace
  • What type of jewelry is most popular among Hispanics and where black consumers prefer to shop.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • Opportunities exist for suppliers and retailers willing to be creative
                        • Competition means that existing manufacturers must step up their game
                          • Jewelry has the lion’s share of the market over watches
                            • Retail channel hierarchy sees little change, though non-store retailers are picking up steam
                              • An advertising and marketing landscape in flux
                                • Consumer highlights
                                • Insights and Opportunities

                                  • Using the short-term cachet of celebrity names
                                    • Pop-up retailing?
                                    • Inspire Insights

                                        • Brand review
                                          • What’s it about?
                                            • Figure 1: Factors influencing jewelry purchase, by gender, April 2010
                                          • Who aren’t you wearing?
                                          • Market Size and Forecast

                                            • Key points
                                              • Market expects to see slight growth in 2010
                                                • Total sales and forecast
                                                  • Figure 2: Total U.S. sales and forecast of jewelry at current prices, 2005-15
                                                  • Figure 3: Total U.S. sales and forecast of jewelry at inflation-adjusted prices, 2005-15
                                              • Competitive Context

                                                • Alternative sources for unusual jewelry abound
                                                  • Trade programs could affect saleability of some items
                                                    • Jewelry designers from abroad
                                                      • High cost of gold creating opportunities for silver
                                                        • Desire for “responsible” gold gaining ground?
                                                          • Cash for Gold
                                                          • Segment Performance—Overview

                                                            • Key points
                                                              • Little change in relative market distribution
                                                                • U.S. sales of jewelry and watches
                                                                  • Figure 4: U.S. sales of jewelry and watches, by segment, 2007 and 2009
                                                              • Segment Performance—Jewelry

                                                                • Key points
                                                                  • Jewelry hoping to see a rebound in 2010
                                                                    • U.S. sales and forecast of jewelry
                                                                      • Figure 5: U.S. sales and forecast of jewelry, 2005-15
                                                                  • Segment Performance—Watches

                                                                    • Key points
                                                                      • Watches to see an uptick, slightly less so than for jewelry
                                                                        • U.S. sales and forecast of watches
                                                                          • Figure 6: U.S. sales and forecast of watches, 2005-15
                                                                      • Retail Channels—Overall

                                                                        • Key points
                                                                          • Sales through jewelry stores remain in top place
                                                                            • Sales of jewelry by retail channel
                                                                              • Figure 7: U.S. sales of jewelry and watches, by retail channel, 2007 and 2009
                                                                          • Retail Channels—Jewelry Stores

                                                                            • Key points
                                                                              • Jewelry stores expect to see growth in 2010
                                                                                • U.S. sales at jewelry stores
                                                                                  • Figure 8: U.S. sales of jewelry and watches at jewelry stores, 2005-10
                                                                              • Retail Channels—Other Retailers

                                                                                • Key points
                                                                                  • Other retailers learning how to compete
                                                                                    • Masstige indeed
                                                                                      • Target make plans
                                                                                        • J.Crew collaborates
                                                                                          • New retail concepts
                                                                                            • U.S. sales at other retailers
                                                                                              • Figure 9: U.S. sales of jewelry and watches at other retailers, 2005-10
                                                                                          • Retail Channels—Non-store Retailers

                                                                                            • Key points
                                                                                              • Non-store retailers having more of an impact
                                                                                                • U.S. sales at non-store retailers
                                                                                                  • Figure 10: U.S. sales of jewelry and watches at non-store retailers, 2005-10
                                                                                              • Market Drivers

                                                                                                • Prices remain high for raw materials, consumer confidence low
                                                                                                  • Figure 11: Consumer Sentiment Index, by quarter, 2001-09
                                                                                                • Rise in Hispanic population bodes well for jewelry
                                                                                                    • Figure 12: U.S. Hispanic population, by age, 2005-15
                                                                                                • Brand Qualities

                                                                                                    • Raymond Weil
                                                                                                      • Harry Winston
                                                                                                        • Bulova
                                                                                                          • Betsey Johnson
                                                                                                            • Kate Spade
                                                                                                              • Judith Jack
                                                                                                                • Fossil
                                                                                                                  • Mary-Kate and Ashley Olsen
                                                                                                                  • Innovation and Innovators

                                                                                                                    • Yael Designs
                                                                                                                      • David Yurman
                                                                                                                        • Melania Trump
                                                                                                                        • Marketing Strategies

                                                                                                                          • Overview
                                                                                                                            • Time Flies/Bulova
                                                                                                                              • Figure 13: Bulova, Time Flies for Couple, TV ad, 2009
                                                                                                                            • Dolce & Gabbana Watches
                                                                                                                              • Figure 14: D&G watches, TV ad, 2009
                                                                                                                            • Hearts on Fire Jewelry
                                                                                                                              • Figure 15: Hearts on Fire Jewelry, TV ad, 2010
                                                                                                                            • John Medeiros Jewelry Collection
                                                                                                                              • Figure 16: John Medeiros Jewelry Collection, TV ad, 2010
                                                                                                                            • Raymond Weil Freelancer
                                                                                                                              • Figure 17: Raymond Weil Watches, TV ad, 2010
                                                                                                                            • Tacori
                                                                                                                              • Figure 18: Tacori, TV ad, 2010
                                                                                                                          • Jewelry Purchases

                                                                                                                            • Key points
                                                                                                                              • Types of jewelry purchased
                                                                                                                                • Figure 19: Types of non-wedding jewelry purchased in past 12 months, by gender, April 2010
                                                                                                                                • Figure 20: Types of non-wedding jewelry purchased in past 12 months, by age, April 2010
                                                                                                                                • Figure 21: Types of non-wedding jewelry purchased in past 12 months, by household income, April 2010
                                                                                                                              • Number of jewelry or watch items purchased
                                                                                                                                • Figure 22: Number of jewelry items purchased for self or someone else, by gender, April 2010
                                                                                                                                • Figure 23: Number of jewelry items purchased for self or someone else, by age, April 2010
                                                                                                                              • Metal type
                                                                                                                                • Figure 24: Types of non-wedding jewelry purchased in the past 12 months, by metal, April 2010
                                                                                                                              • Yellow gold
                                                                                                                                • Figure 25: Types of yellow gold non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                                • Figure 26: Types of yellow gold non-wedding jewelry purchased in the past 12 months, by age, April 2010
                                                                                                                              • White gold
                                                                                                                                • Figure 27: Types of white gold non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                              • Platinum
                                                                                                                                • Figure 28: Types of platinum non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                                • Figure 29: Types of platinum non-wedding jewelry purchased in the past 12 months, by age, April 2010
                                                                                                                              • Sterling silver
                                                                                                                                • Figure 30: Types of sterling silver non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                                • Figure 31: Types of sterling silver non-wedding jewelry purchased in the past 12 months, by age, April 2010
                                                                                                                              • Other metal
                                                                                                                                • Figure 32: Types of other metal non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                              • Gem type
                                                                                                                                • Figure 33: Types of non-wedding jewelry purchased in the past 12 months, by gem, April 2010
                                                                                                                              • Diamond
                                                                                                                                • Figure 34: Types of diamond non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                                • Figure 35: Types of diamond non-wedding jewelry purchased in the past 12 months, by age, April 2010
                                                                                                                              • Colored gemstone
                                                                                                                                • Figure 36: Types of colored gemstone non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                              • Birthstone
                                                                                                                                • Figure 37: Types of birthstone non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                                • Figure 38: Types of birthstone non-wedding jewelry purchased in the past 12 months, by age, April 2010
                                                                                                                              • No stone
                                                                                                                                • Figure 39: Types of no-stone non-wedding jewelry purchased in the past 12 months, by gender, April 2010
                                                                                                                            • Buying Behavior

                                                                                                                              • Key points
                                                                                                                                • Retail channels most frequently used for jewelry purchase
                                                                                                                                  • Figure 40: Channels through which jewelry is purchased most often, by gender, April 2010
                                                                                                                                  • Figure 41: Channels through which jewelry is purchased most often, by age, April 2010
                                                                                                                                  • Figure 42: Channels through which jewelry is purchased most often, by household income, April 2010
                                                                                                                              • Factors Influencing Jewelry Purchase

                                                                                                                                • Key points
                                                                                                                                  • How consumers make their purchasing decisions
                                                                                                                                    • Figure 43: Factors influencing jewelry purchase, by gender, April 2010
                                                                                                                                    • Figure 44: Factors influencing jewelry purchase, by age, April 2010
                                                                                                                                    • Figure 45: Factors influencing jewelry purchase, by household income, April 2010
                                                                                                                                • Attitudes and Motivations

                                                                                                                                  • Key points
                                                                                                                                    • Attitudes towards buying jewelry
                                                                                                                                      • Figure 46: Attitudes towards buying jewelry, by gender, April 2010
                                                                                                                                      • Figure 47: Attitudes towards buying jewelry, by household income, April 2010
                                                                                                                                    • Reasons for jewelry purchase
                                                                                                                                      • Figure 48: Reasons for jewelry purchases, by gender, April 2010
                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Types of jewelry purchased
                                                                                                                                        • Figure 49: Types of jewelry purchased in past 12 months, by race and Hispanic origin, April 2010
                                                                                                                                      • Yellow gold
                                                                                                                                        • Figure 50: Types of yellow gold non-wedding jewelry purchased in the past 12 months, by race and Hispanic origin, April 2010
                                                                                                                                      • White gold
                                                                                                                                        • Figure 51: Types of white gold non-wedding jewelry purchased in the past 12 months, by race and Hispanic origin, April 2010
                                                                                                                                      • Sterling silver
                                                                                                                                        • Figure 52: Types of sterling silver non-wedding jewelry purchased in the past 12 months, by race and Hispanic origin, April 2010
                                                                                                                                      • Buying behavior
                                                                                                                                        • Retail channels most frequently used for jewelry purchase
                                                                                                                                          • Figure 53: Channels through which jewelry is purchased most often, by race and Hispanic origin, April 2010
                                                                                                                                        • Factors influencing jewelry purchase
                                                                                                                                          • Figure 54: Factors influencing jewelry purchase, by race and Hispanic origin, April 2010
                                                                                                                                          • Figure 55: Reasons for jewelry purchases, by race and Hispanic origin, April 2010
                                                                                                                                      • Cluster Analysis

                                                                                                                                          • Just Becausers
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Occasionally Special
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Megabuyers
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Characteristic tables:
                                                                                                                                                                    • Figure 56: Jewelry purchaser clusters, April 2010
                                                                                                                                                                    • Figure 57: Types of non-wedding jewelry purchased in past 12 months, by jewelry purchaser clusters, April 2010
                                                                                                                                                                    • Figure 58: Types of non-wedding jewelry purchased in past 12 months, by jewelry purchaser clusters, April 2010
                                                                                                                                                                    • Figure 59: Reasons for purchase of non-wedding jewelry, by jewelry purchaser clusters, April 2010
                                                                                                                                                                    • Figure 60: Factors influencing jewelry purchase, by jewelry purchaser clusters, April 2010
                                                                                                                                                                    • Figure 61: Attitudes towards buying jewelry, by jewelry purchaser clusters, April 2010
                                                                                                                                                                  • Demographic tables
                                                                                                                                                                    • Figure 62: Jewelry purchaser clusters, by gender, April 2010
                                                                                                                                                                    • Figure 63: Jewelry purchaser clusters, by age, April 2010
                                                                                                                                                                    • Figure 64: Jewelry purchaser clusters, by household income, April 2010
                                                                                                                                                                    • Figure 65: Jewelry purchaser clusters, by race, April 2010
                                                                                                                                                                    • Figure 66: Jewelry purchaser clusters, by Hispanic origin, April 2010
                                                                                                                                                                  • Cluster methodology:
                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                    • Types of jewelry purchased
                                                                                                                                                                      • Figure 67: Types of jewelry purchased in past 12 months, by marital status and presence of children, April 2010
                                                                                                                                                                      • Figure 68: Channels through which jewelry is purchased most often, by marital status and presence of children, April 2010
                                                                                                                                                                      • Figure 69: Factors influencing jewelry purchase, by marital status and presence of children, April 2010
                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                    • White gold
                                                                                                                                                                      • Figure 70: Types of white gold non-wedding jewelry purchased in the past 12 months, by age, March 2008
                                                                                                                                                                    • Other metal
                                                                                                                                                                      • Figure 71: Types of other metal non-wedding jewelry purchased in the past 12 months, by age, March 2008
                                                                                                                                                                    • Colored gemstones
                                                                                                                                                                      • Figure 72: Types of colored gemstones non-wedding jewelry purchased in the past 12 months, by age, March 2008
                                                                                                                                                                    • Non-precious stone
                                                                                                                                                                      • Figure 73: Types of non-precious non-wedding jewelry purchased in the past 12 months, by gender, March 2008
                                                                                                                                                                      • Figure 74: Types of non-precious stone non-wedding jewelry purchased in the past 12 months, by age, March 2008
                                                                                                                                                                    • Attitudes towards buying jewelry
                                                                                                                                                                      • Figure 75: Attitudes towards buying jewelry, by race and ethnicity, April 2010
                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Ace Hardware Corporation
                                                                                                                                                                    • American Gem Society
                                                                                                                                                                    • Barneys New York, Inc.
                                                                                                                                                                    • Burberry (USA)
                                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                                    • Cartier SA
                                                                                                                                                                    • Citizen Watch UK Ltd
                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                    • Costco Wholesale Corporation
                                                                                                                                                                    • de Beers
                                                                                                                                                                    • Dolce & Gabbana
                                                                                                                                                                    • Ebel
                                                                                                                                                                    • Etsy
                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                    • Ford Motor Company (USA)
                                                                                                                                                                    • Forever 21 Inc.
                                                                                                                                                                    • Fossil
                                                                                                                                                                    • Givenchy
                                                                                                                                                                    • H&M Hennes & Mauritz
                                                                                                                                                                    • Harry Winston
                                                                                                                                                                    • Jones Apparel Group
                                                                                                                                                                    • kate spade LLC
                                                                                                                                                                    • Kohl's Corporation
                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                    • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                    • National Retail Federation (NRF)
                                                                                                                                                                    • Natural Resources Defense Council (NRDC)
                                                                                                                                                                    • Neiman Marcus (retail stores)
                                                                                                                                                                    • QVC USA
                                                                                                                                                                    • Raymond Weil
                                                                                                                                                                    • Research In Motion (USA)
                                                                                                                                                                    • Saks Incorporated
                                                                                                                                                                    • SAM's Club
                                                                                                                                                                    • Sears Holdings Corporation
                                                                                                                                                                    • Stephen Webster
                                                                                                                                                                    • Subway
                                                                                                                                                                    • T-Mobile USA
                                                                                                                                                                    • Target Corporation
                                                                                                                                                                    • Telemundo Communications Group, Inc.
                                                                                                                                                                    • Tiffany & Co.
                                                                                                                                                                    • Tupperware
                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                    • University of Michigan, The
                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                    • World Gold Council
                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                    Jewelry - US - August 2010

                                                                                                                                                                    £3,199.84 (Excl.Tax)