The customer journey is becoming increasingly digital, but the purchase experience remains deeply personal, according to Nick Gurney, general manager of Jewel360. A new report by the company highlights key trends shaping the gem industry, including the rise of social media influence and customization.
Jewel360‘s State of the Jewelry Industry Report combines transaction data with insights from independent jewellers, primarily from the U.S. and Canada. The report found that while the customer journey is becoming more digital, the final purchase decision remains highly personal, with 94% of jewellers surveyed saying they still close nearly every sale face-to-face.
Ninety per cent of jewellers surveyed say social media influences what customers request, yet they still value the personal touch of independent jewellers for custom work and trusted advice. Nick Gurney notes that consumers are discovering styles and trends online, but turning to independent jewellers for custom work and advice.
Most transaction data came from U.S. jewellers, but a small portion also included data from Canadian and Caribbean jewellers. The report provides a detailed view of the industry, but it’s worth looking at the data with a critical eye, considering the sources and potential biases.
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Consumer preferences continue to evolve, but traditional favorites remain strong. Ninety-four per cent of independent jewellers report yellow gold as the most popular metal choice, while 90 per cent say custom requests are increasing. Of those custom projects, 65 per cent involve heirloom redesigns, as customers transform inherited pieces into new designs.
Lab-grown diamonds are becoming a major part of the bridal market, with three-quarters of bridal retailers expecting them to represent more than half of their engagement ring sales this year. Today, 85 per cent of jewellery stores carry both lab-grown and natural diamonds, while only 9 per cent remain natural-only.
The biggest challenge facing jewellers is rising costs, with 76 per cent of respondents citing increasing prices for metals and gemstones as their top concern heading into 2027. Other challenges include staffing, economic uncertainty, maintaining fresh inventory, and tariffs and supply chain disruptions.
Despite these pressures, independent jewellers remain optimistic, with 84 per cent of surveyed retailers expecting business growth this year. This optimism is likely due to the fact that customers are making fewer purchases but spending more, with transaction volume declining and average ticket value increasing to $322.
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Customers are making fewer purchases but spending more, with transaction volume declining and average ticket value increasing to $322.
Jewel360 will discuss these trends and more at its second Retail Jewel Summit on August 5, a virtual event for independent jewellers, industry partners, and experts to explore the future of jewellery retail and the latest innovations.
They will provide a platform for industry professionals to share their insights and experiences, and to learn from each other.
It’s a significant opportunity for growth and development in the industry.
