Sale price still main driver for jewellery purchases, NAJ finds

The National Association of Jewellers (NAJ) has published its latest consumer research on the role of jewellery in the lives of UK customers, and found that price is still one of the key themes behind a purchase.

The Association’s first report profiled 2,500 consumers, and is one of the largest market research activities to be carried out by the jewellery industry for a decade.

The report identified key themes amongst jewellery purchases. For example, 30% of men and 33% of women bought jewellery to “celebrate or commemorate a relationship”, while jewellery to “express love and/or commitment” was the most popular theme for men at 31%.

Amongst women, however, purchasing jewellery on sale or for a good price was the most popular theme at 43%. A further 31% purchased pieces”‘on impulse or as a reward or treat”, while 23% purchased jewellery to “complete an outfit or create a certain look”.  

That report found that jewellery (17%) was behind electronics (50%) and concert or theatre tickets (33%) when it came to the “most enjoyable” item to purchase. 

Meanwhile, one in ten consumers who purchased jewellery in the past five years said they previously had a negative experience when making a jewellery purchase. 

Adam Jacobs, the managing director of Jacobs the Jewellers in Reading said: “The results have shown specific emotions and messages that appear consistent across whatever sector we operate in. I can see the core sentiments expressed from a designer maker commission, to a bridal engagement ring purchase to a simple valentine’s day purchase.

“Sentiments such as, but not restricted to, expressing personal style, getting best value, collecting, showing love are relevant across the industry, though of course applied differently: a version of the maxim think global, act local.”

Emmet Cummins, managing director at the CMJ, said: “The findings from this research should go some way to reassure retail jewellers. The fact that consumers associate jewellery with emotion and personal messaging has never meant more. 

“At a time when people are looking to say thank you for a multitude of reasons, this is an opportunity for jewellery retailers to remind consumers that they are open and have the perfect gifts – whether that is to thank someone for their help or to celebrate a love that has strengthened over lockdown with the ultimate purchase of an engagement ring.”