The local jeweller is more influential than celebrities when it comes to jewellery purchases, according to a recent survey conducted by NAJ.
The survey, carried out on over 2,500 UK consumers, revealed that only 8% of respondents said that celebrities influenced their jewellery purchases.
Meanwhile, 61% of consumers said that their jewellery purchases were influenced by their local jeweller instead.
Some 52% said that the Royal Family had an effect on their purchases, whilst 59% were influenced by friends and family.
The survey also revealed that only one in 10 consumers wish to make a jewellery purchase online, rather than in store. Nearly half of those surveyed said they would prefer to make direct purchases from independent jewellers.
Michael Wainwright, board member of the Goldsmiths’ Company and managing director of Boodles, said: “There is a growing trend among consumers to want something bespoke, something personal and something which no one else when it comes to buying jewellery.
“We have some of the best contemporary jewellers in the world creating and making in the UK today.”
He added: “I’d urge people to engage the expertise of their local jewellers or consult with one of the amazing, talented designer makers that can be found at places like Goldsmiths’ Fair, when buying jewellery this Christmas.”