Wednesday 29 July, 2020

NAJ publishes findings from one of the largest consumer research activities in a decade

Profiling the opinions of more than 2500 consumers, this paper constitutes the largest market research activity to be carried out by the trade for a decade, and a first for the NAJ. Supported by the Company of Master Jewellers and the Goldsmiths’ Company, the research is now available to download.

The report identifies key themes underpinning purchases, which The NAJ hopes will help jewellers better understand their customers.

The Consumer Focus group who carried out the research activity in autumn 2019 included representatives from retailers, suppliers, trade press and other bodies in the jewellery industry.

Emmet Cummins, Managing Director of 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.”

Richard Fox, Prime Warden of the Goldsmiths’ Company, and Managing Director of Fox Silver, said:


“This research, while conducted pre pandemic, is an essential tool for helping the retail jewellery sector get back on its feet and to reflect on the future landscape for their businesses against the backdrop of Covid-19. One surprising finding from the survey is that just one in ten respondents said they had bought jewellery online. Anecdotally, we would expect this purchasing behaviour to have shifted in recent months, with more people buying jewellery online as retail jewellers and others from across our industry, from galleries to trade shows and fairs, have had to diversify and invest in digital platforms to help support the market for jewellery in the UK, and the craftspeople who create it. I hope that this research will help to support a boost to the retail jewellery sector and the creative industries it supports.”


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