Jewelry Stores NAICS 458310

Jul 6, 2026 - Diamond Demand Broadens Beyond Bridal

• De Beers' latest US Diamond Acquisition Study indicates evolving consumer preferences are creating new sales opportunities for US jewelry stores beyond traditional bridal jewelry. Non-bridal purchases accounted for 75% of US natural diamond demand, with consumers increasingly buying diamonds to celebrate promotions, achievements, birthdays, and personal milestones. Natural diamonds remained the most desired luxury jewelry item, while the average purchase price climbed 25% to $4,063 in 2025 from $3,242 in 2023 as shoppers purchased larger stones. Gen Z is becoming a key customer segment, representing 23% of natural diamond demand value despite accounting for 18% of the population and spending an average of $4,080 per purchase. De Beers also reported point-of-sale data from 950 US independent jewelers showing natural diamond sales increased 4% year over year in Q4 2025 and 9% in Q1 2026. Meanwhile, natural diamonds maintained an 85% value share of independent jewelers' diamond sales despite continued growth in lab-grown diamond unit sales.
• Consumer confidence remained weak in June 2026, creating a challenging environment for US jewelry stores because jewelry is a discretionary purchase often tied to consumer confidence and disposable income. The Conference Board Consumer Confidence Index edged up to 91.2 from 90.6 in May, while the Present Situation Index fell to 116.4 as perceptions of the labor market weakened, although the Expectations Index remained at 74.4, reflecting modestly improved views of future business conditions and incomes. Separately, the University of Michigan's Consumer Sentiment Index rose 10.5% to 49.5, with the Current Economic Conditions Index increasing to 47.7 and the Consumer Expectations Index climbing 15.0% to 50.7. Despite these improvements, sentiment remained 18.5% below year-earlier levels, and more than half of consumers continued to cite high prices as a financial burden. As a result, jewelry stores may see consumers delay nonessential purchases, increasing demand for promotions and value-oriented merchandise.

• An analysis of Signet's fourth quarter and full year fiscal 2026 results reflect a stable but constrained US jewelry retail industry, where growth is modest and driven more by pricing than volume. The company posted slight same-store sales declines in the quarter but low single-digit growth for the year, while increasing average prices (up some 5–7%) to support revenue. Profitability improved overall, with higher operating income and margins, though still pressured by tariffs, commodity costs, and a “dynamic” consumer environment. Inventory remained controlled, and store counts declined slightly, signaling a focus on efficiency. This performance suggests the broader industry is steady but competitive, with cautious consumer demand and growth dependent on pricing power, brand strength, and disciplined operations.
• With jewelry ranking as the top category by total dollars spent for Mother’s Day 2026, the holiday was expected to generate a record $38B in overall spending and deliver a major boost for US jewelry retailers, according to the National Retail Federation. Jewelry was projected to reach $7.5B in sales, leading all categories despite ranking sixth in purchase frequency, reflecting its higher price points. About 45% of consumers planned to buy jewelry, up from last year, signaling steady demand growth. Rising average gift spending ($284) and a focus on meaningful, unique gifts further favor jewelers, especially personalized or sentimental pieces. With shoppers spread across online, department, and specialty stores, retailers faced broad competition but strong revenue potential during this key sales period.