Two Out of Three Consumers Wear Jewelry to Express Their Personality and Mood: Survey

A new study confirms what most of us already know — that jewelry plays an important role in our daily lives. Two out of three respondents said that they wear specific jewelry pieces to express their personality and mood. And exactly 64% of respondents believe that — to some extent — the symbols used in jewelry have the power to convey emotion or to protect.

These were just two takeaways from a recent survey initiated by The Plumb Club, a coalition of 45 best-in-class suppliers to the jewelry and watch industries.

Consumers noted that when it comes to expressing their personality, 44% prefer traditional or classic styling, 20% select a minimalistic approach, 14% like contemporary jewelry and 12% opt for vintage looks. Trendy or fun styling preferences were cited by 9%.

Approximately 8 out of 10 consumers (78%) said that colorful jewelry lifts their mood, and they define "colorful jewelry" as pieces that contain a single hue of gemstones (43%) or a mix of many hues (42%).

When purchasing colored gemstone jewelry, 41% of respondents said they prefer a somewhat neutral color palette that might work for more outfits, while 31% want a brighter color palette of gems. Multi-color and pastel preferences were split, each at 14%.

Survey respondents said they generally prefer white pearls (53%) over color pearls (24%), and when it comes to styling, 52% said they like classic strands, while 37% said they like more modern looks.

In addition to the research related to jewelry style preferences, the survey also sought to learn how the pandemic was impacting consumers' perception of jewelry.

Exactly 30% of consumers surveyed stated that the pandemic positively impacted their jewelry purchasing, compared to 21% who said that it impacted their purchasing negatively. Just under half (49%) said that their jewelry purchasing levels remained steady.

A surge in virtual meetings has more people conscious of how they look online. Exactly 41% of consumers said they were more tempted to wear jewelry that would be seen on the screen during video meetings and online gatherings.

The research, titled "The Plumb Club Industry and Market Insights 2021," was initiated by The Plumb Club with the help of Paola Deluca, The Futurist and Qualitrics. The study was conducted with a sampling of 1,049 men and women, from the ages of 25-60 with a focus on 10 “test markets” across the US. Respondents had all attended some college or higher, had a combined household income of at least $75K/year and claimed to have either purchased jewelry in the past year and/or were intending to purchase jewelry in the upcoming year.

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