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Earrings in 18k gold with diamonds, sapphires, and emeralds; $31,045; Nam Cho at Fragments, NYC; 212-226-8878; fragments.com

jckonline.com JCK October 2013 â—† 113


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Survey

Holiday Buying & Brands Respondents say they’d spend slightly less than

$9,000

Colette earrings with azurite and black and white diamonds; price on request

on a piece of fine jewelry they loved and slightly more than $8,000 on a fine watch they loved

When buying a fine watch,

89%

Nearly

75%

made a fine jewelry purchase within the past year (and more than half within the past 6 months)

When buying fine jewelry, 80% consider a brand name “very” or “somewhat” ­important. (For comparison: When buying a handbag, a brand name is very or ­somewhat important to 89% of affluent shoppers; when buying footwear, it’s 86%.)

consider a brand name “very” or “somewhat” important

94%

agree with the statement: Supreme Jewelry 18k bracelet with 9.14 cts. t.w. diamonds; $38,950

88%

of affluent shoppers say fine jewelry/ watches figure into their holiday shopping plans (for those with a household income of $200,000+, it’s 92%) 114

JCK October 2013 jckonline.com

I feel more confident buying a piece of fine jewelry from a brand I know.

(up from 85% in 2009)

55%

purchased a watch in the past 3 years

Longines Avigation Oversize Crown watch with black alligator strap; $3,100


Jewelry Trends & Style

30%

Fine jewelry trends striking a chord with affluent shoppers this season:

Bavna Sabbia ring in 18k yellow gold with 6.3 cts. t.w. pavé diamonds; $8,800

Emeralds/green gems:

51% Openwork gold pieces: 51% Gemstone slices: 48%

say that while they love gold, rising metal prices have turned them to silver and other less precious materials

47%

agree with the statement:

I love gold jewelry. It’s always my preferred jewelry material.

Punk motifs (e.g., spikes):

24%

(40% among 18- to 34-year-olds)

Fossils/minerals/offbeat materials:

23%

Yellow gold makes up

42% One-of-a-kind and artisanal properties make a piece special: Robert Procop Queen of Diamonds earrings with 3 cts. t.w. emeralds and 6 cts. t.w. diamonds; price on request

90% say they are willing to pay more for a one-ofa-kind piece

of affluent shoppers’ jewelry wardrobes. But the “white look” prevails—with silver accounting for 26% (compared with 18% for white gold and 14% for platinum).

68%

agree with the statement:

I love costume jewelry, and I often mix and match it with my fine jewelry.

(65% with household income of $200,000+ also agree)

Nearly half of a ­ ffluent shoppers agree with the statement:

I love what designers are doing with silver; in my opinion, it’s no different than gold.

Jordan Alexander silver cuff with pearl slice and diamonds; price on request

Only 25% of ­respondents are selecting silver for its affordability. But nearly as many (24%) say they just don’t care for silver jewelry.

jckonline.com JCK October 2013 ◆ 115


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Survey

Watch Trends & Style Watch trends resonating with shoppers this season:

55% of affluent shoppers wear a watch daily. But broken down by age, the numbers vary:

Oversized watch faces:

44%

18–34: 40% 35–44: 51% 45–54: 66% 55+: 67%

Colorful dials/straps:

36%

Smaller watch faces:

31%

Complications:

30%

Affluent shoppers younger than 45 are not as habitual about wearing a watch as the older generation, but they remain key target consumers

Glam Rock stainless steel watch with violet sunray 3-D flower dial; $1,095

29%

of affluent shoppers would be interested in a smartwatch (e.g., the potential Apple iWatch or the Pebble)

Women & Purchasing

The motivating factors behind a purchase: Emotional connection: • Celebrating a special occasion such as a birthday (90%) • The piece has a ­special meaning— such as a birthstone or a personalized message (76%) • It’s a souvenir from a trip (78%) 116

JCK October 2013 jckonline.com

Uniqueness, access: • The piece has unique styling or design (96%) • It’s a limited ­edition or one-of-a-kind (83%) • It’s from a wellknown luxury brand or designer (78%) • A trunk show or event enabled access to a special piece (66%)

Borgioni double-finger ring with pavé brown and black diamonds; $8,250

Price • The piece was discounted or on sale (89%) • It was tax-free—e.g., traveling abroad (77%)


TAK E J CK WITH YOU. 3 ,0 0 0 s u p p l i e r s . 3 0 ,0 0 0 p r o d u c t s . 1 w e b s i t e . Start your search now at J C KO N L I N E .CO M / M A R K E T P L AC E

Marketplace The Jewelry Industry’s Essential Sourcing Tool

Be sure to visit our Featured Suppliers: 99 Jewelry Trading, Inc. • AF Design, Inc. • Alamea Hawaii • Alfa Box Corporation • Alfa Mirage Co Allison-Kaufman Company • Arch Crown, Inc. • ARIVA Living in Fine Jewelry™ • Carrera Casting • Chain & Hoop Group Chromagem • Costar • Cristina Sabatini LLC • De Vere Jewellery (H.K.) Ltd. • De-ani, Inc. • Designs by H.C. • Diaring Inc Dora International • Ed Levin Jewelry • Eurostar Diamond Traders • First Image Design Corp. • First Jewelry Limited Future Designs By Lahijani• Goldstein Diamonds • HANADAMA Pearls • Hot Diamonds USA • IMD Trading Co. • INOX Jewelry Intercept Silver & Jewelry Care Co. • Interings, Inc. • Johnny’s Diamonds & Jewelry • KP Jewelry • La Corza by Sabo Designs LAFONN • Los Angeles Window Display Company, Inc • M.K. Diamonds & Jewelry • MB Jewelers • Meeo Miia • MJ Wilman, Inc. MMA International, LLC / Silver Stars Collection • MPI Systems, Inc. - World Class Software for Jewelers • Myron Toback Inc. Nelson Jewellery USA, Inc. • Omi Privé • Parle Jewelry Designs/ IOGC • RDI Diamonds • Royal Imports • SNS Jewelry Studio Sterling Forest • Stuller, Inc. • Supreme Jewelry Corp. • United Gemco Inc. • United Precious Metal Refining Vanna K Bridal/S.A. Kitsinian Inc. • Victor Corporation • William Lam & Co. Inc. • Yael Designs PHOTOGRAPH PROVIDED BY JEFF COOPER DESIGNS


W/JCK Survey - Ritz Factor  

It's been a year and a half since JCK published the results of W magazine’s last consumer study on fine jewelry and watch buying (in our May...

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