Thursday 19 December, 2019

Local jewellers are more influential than celebrities when it comes to buying jewellery

Local jewellers are more influential than celebrities and the Royal family when it comes to buying jewellery, according to early results from the Jewellery 'Census’, a survey of 2,500 consumers carried out by Harris Interactive on behalf of the National Association of Jewellers and sponsored by the Goldsmiths’ Company and the Company of Master Jewellers.

61% of consumers surveyed said their local jeweller influences what they buy, greater than both the royal family (52%) and friends and family (59%).

While nearly half said they preferred to make a jewellery purchase direct from the family/ independent jeweller or from a designer-maker. Only 1 in 10 chose to make a jewellery purchase via the internet which suggests people could prefer a more personal experience.

Michael Wainwright, a member of the Goldsmiths’ Company’s Court of Assistants, and Managing Director of Boodles, the British luxury jeweller and jewellery designer, said that many consumers, particularly millennials, want to be able to express individualism through jewellery:

“There is a growing trend among consumers to want something bespoke, something personal and something which no one else has when it comes to buying jewellery. And we have some of the best contemporary jewellers in the world creating and making in the UK today. 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.”

The Goldsmiths’ Company is supporting this research so that jewellers and designer-makers can better understand their customers and help ensure the UK jewellery trade can be amongst the most vibrant and successful in the world.

The full research report is expected to launch in spring 2020.

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