JCOC Study Shows Men's Jewelry Gifts Shifting to White Metal


June 17, 2005

JCOC Study Shows Men's Jewelry Gifts Shifting to White Metal

In an omnibus study conducted by the Jewelry Consumer Opinion Council from May 3-9, the 3,462 consumers responding revealed their preferences about giving and receiving gifts of fine jewelry for Father's Day and graduation.

Father's Day has become an important gift-giving holiday, on par with Mother's Day, according to the results. More than 55% of respondents plan to purchase a Father's Day gift this year, with nearly 10% of respondents plan to buy fine jewelry as their gift. Watches were chosen as the leading style of fine jewelry to give to Dad, followed by fashion rings and bracelets. Respondents plan to purchase these styles in all metal or with diamonds.

There is a dramatic difference this year as gift-givers switch from yellow metal to white metal. Last year, 63% of respondents planned to give yellow gold as a Father's Day gift, while this year, only 38% chose yellow gold. The percentage of respondents who plan to purchase platinum jewelry rose to almost 18%, up from 4% last year. White gold jewelry also showed a slight increase from nearly 11% in 2004 to more than 13% this year. However, the dads who responded to the study still favor yellow gold.

The level of spending for Father's Day jewelry gifts is up over last year as well, with more than half the respondents planning to spend up to $300 on a fine jewelry gift for dad and opting to shop at a national jewelry chain store or local independent jeweler.

More than 67% of the male respondents in the study are fathers, and of those 344 dads, 13% said they would most like to receive fine jewelry or a watch as a Father's Day gift. Watches and fashion rings were the leading jewelry gift styles chosen by the dads, followed by bracelets. Dads also confirmed diamonds are as appealing to them as they are to women.

May and June are historically big months for graduation ceremonies. Traditionally, monetary gifts have been popular for this celebration. However, gifts of fine jewelry and watches are gaining as the ideal token to commemorate this milestone achievement.

Nearly 32% of respondents to the JCOC study said they know someone graduating this year, and almost a quarter plan on buying a graduation gift to mark the occasion. Although just over 28% will give money, more than 23% plan on buying fine jewelry as a gift, up from 16% last year.

Necklaces, bracelets, earrings and watches are the leading graduation gift choices, with all-metal, diamond and birthstone jewelry chosen as the favorite options. The majority plans to spend less than $200, and will most likely buy their gifts at a national jewelry chain store or local independent jeweler.

Although money was the number one choice for 33% of grads in the study, fine jewelry was the choice for 30% of grads. Bracelets, necklaces and fashion rings were the most popular styles, with diamonds and white gold preferred.

For full details of the study, including general jewelry buying habits and economic confidence levels for April, visit www.jcoc.info. JCOC can provide custom research studies on a full range of jewelry topics, and can also be reached via email at info@mvimarketing.com. The JCOC is an Internet-based, niche market research service made up of a sampling panel of consumers throughout North America representing all ages, genders, income levels, buying categories and geographic regions. Each year, JCOC presents a series of industry studies that focus on a topic of special interest to the gem and jewelry industries.

by Peggy Jo Donahue

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