February 17, 2005
JCOC Study Shows Women Want Colored Gems
Colored gemstone jewelry is a category ripe for growth, especially
among women buyers, suggests a recent consumer research survey
conducted in January by the Jewelry Consumer Opinion Council, Paso
Robles, CA. Consumer ownership of colored gem jewelry is already high
and nearly 80% of consumers polled said they would consider buying
more as a future gift or self-purchase item. Among the reasons?
Buyers see gems as a way to express their unique flair and personal
style. To sell more gems, retailers should share more about gems'
back stories, the study suggests.
The study was designed to
better assess and understand consumers' knowledge and purchasing
behavior of colored gemstones. It explored current levels of
ownership and attitudes towards colored stone jewelry, and identified
key marketing opportunities for retailers and manufacturers of
colored stone jewelry, including who's buying, what they're buying
and key purchase occasions.
The research also revealed potential ad and promotional messages that
will resonate with consumers. Buyers are naturally drawn to colored
stones for their beauty, but they also see them as a vehicle to
own uniqueness, individuality and personal style.
The study suggests consumers want to know more about colored
gemstones, and would be receptive to the story behind both colors and
gemstones - what they symbolize, their history, folklore and
Women buying for themselves are a clear marketing opportunity that
the study uncovered: of consumers who plan to purchase colored
gemstone jewelry in the next six months, more than 85% plan to
purchase for themselves.
To find out which gemstones are most popular, the best way to reach
consumers with your marketing message and other key findings visit
www.jcoc.info for full details of the survey.
The JCOC is made up of a sampling panel of consumers throughout North
America representing all ages, genders, income levels, buying
categories and geographic regions. Each year, the JCOC presents a
series of industry studies that focus on a topic of special interest
to the gem and jewelry industries.