14 | Analytics & Statistics | JUNWEX Magazine
4. SAPPHIRE
In comparison with customers’ preferences the retail’s opinion about the applicability of white gold jewellery with sapphires and silver jewellery with the same stone looks inadequate: about 7-8 % higher for both sets. On the contrary, the anticipated demand for yellow and red gold jewellery with sapphires looks underestimated comparing to customers’ notions, about 7-8 % as well.
PRECIOUS METAL SUITABLE FOR JEWELLERY WITH SAPPHIRES 45% 40% 35% 30% 25%
PRECIOUS METAL SUITABLE FOR JEWELLERY WITH TOPAZES
20% 15%
50% 10%
45% 5%
40%
0%
35%
White gold
Yellow gold
30%
Red gold
Silver
Customers’ opinion Retailers’ opinion
25%
Customers’ opinion
20%
Retailers’ opinion
15%
The biggest difference between the forecast and customers’ tastes in this sector is related to silver jewellery products: a little more than a quarter of customers consider topaz as the most appropriate stone for silver jewellery and about half of retailers believe that this set exactly will be in high favour. As for the jewellery with topaz made of different types of gold, the retail specialists’ opinion is well below customers’ preferences. The demand for white gold jewellery with topazes is particularly underestimated by the retail: only 21,43 % of retailers consider this combination popular, whilst most of ultimate customers – 33,8 % - prefers it.
10% 5% 0% White gold
Yellow gold
Red gold
5. TOPAZ
Silver
PRECIOUS METAL SUITABLE FOR JEWELLERY WITH AMETHYSTS 60%
50%
6. AMETHYST
40%
30%
Customers’ opinion Retailers’ opinion
20%
10%
0% White gold
Yellow gold
Red gold
Silver
Retailers and customers perceive jewellery with amethyst, as well as with topaz, in different ways: highly overestimated demand for silver forecast is the case: some 50 % of retailers anticipate high demand on this kind of jewellery, whilst only 26,1 % of customers prefers it. The retail’s forecast for jewellery with amethyst made of different types of gold is underestimated, but to different extents. For yellow gold – by 15 %, for red gold – less than by 5 % and for white gold – just by 2,5 %. That is in fact adequate to actual customers’ preferences.