JCOC Study Shows Women Want Colored Gems


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 celebrate their 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 background. 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.



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