Consumers Still Prefer to Buy Jewelry at Independents, Survey Says

By Rob Bates | April 17, 2025

A new Plumb Club survey found that independent retailers remain consumers’ No. 1 choice for where to buy jewelry, favored by 43% of respondents.

National chains were next, selected by 23% of those polled by the Plumb Club. Some 13% of consumers prefer buying jewelry at department stores, while 12% said they prefer to buy online.

Other findings from the survey, which was conducted by the Plumb Club along with Paola De Luca and her trend forecasting company, The Futurist, as well as survey and analytics firm Qualtrics:

– The average spend on a piece of bridal jewelry over the past few years was $5,493, an increase of 2% since the Plumb Club’s last survey in 2023. The average spend on a piece of non-bridal jewelry was $1,664, a 28% jump.

– Designers and brands were the main drivers for jewelry purchases, cited by 31% of respondents. “Family and friends” came in second place, chosen by 30%, while 21% of consumers said they were mainly influenced by a retailer’s website.

– When deciding how much to spend, consumers pointed to diamond/gemstone quality as the top factor, named by 30%, with the size of the stone coming in second.

The survey questioned 2,000 men and women, ages 25 to 60, who have attended college and have a household income of at least $75,000 a year.

(Photo: Getty Images)