Jewelry Stores NAICS 458310

Nov 3, 2025 - Survey Reveals Shifting Jewelry Preferences Across Generations

• A new AlixPartners survey of 9,000 consumers ranked Tiffany & Co as the top jeweler overall, favored for accessibility, product, and experience, according to reporting in JCK Online. Tiffany led among Gen X and millennials, while Gen Z preferred Cartier, and baby boomers favored Signet-owned brands like Kay and Zales. Tiffany and Cartier were the only brands cited across all age groups, highlighting their broad generational appeal. Despite a 5% growth in jewelry sales in 2024, AlixPartners forecasts softer demand in 2025 due to economic uncertainty. Jewelers should note that “service” overtook other factors as the top consumer priority, followed by accessibility and product. Nearly half of respondents still consider in-store shopping essential, reinforcing the importance of brick-and-mortar presence. These insights suggest that jewelers must tailor offerings by generation, emphasize service quality, and maintain strong physical retail strategies to navigate shifting consumer preferences.
• The Retail Trade Industry is one of seven industries reporting contraction in September's Services ISM Report on Business. Executives in the Retail Trade industry reported increases in employment and order backlogs, along with faster supply deliveries and decreases in new orders, imports, and inventories in September. Additional industries reporting contraction during the period were Mining; Agriculture, Forestry, Fishing & Hunting; Construction; Management of Companies & Support Services; Professional, Scientific & Technical Services; Retail Trade; and Real Estate, Rental & Leasing. Ten industries reporting growth during the period were Accommodation & Food Services; Health Care & Social Assistance; Other Services; Information; Public Administration; Educational Services; Wholesale Trade; Finance & Insurance; Transportation & Warehousing; and Utilities. Overall, economic activity in the services sector was unchanged in September, with the Services PMI registering 50%.

• Claire’s announced it has agreed for most of its North American business to be acquired by an affiliate of private equity firm Ames Watson, according to CNBC. The deal must be approved by bankruptcy courts in the US and Canada. Claire’s filed for bankruptcy protection in early August 2025, for the second time since 2018, citing a challenging commercial environment. Tariffs have also weighed on the company, which has relied on China for low-cost sourcing. Known for its young customer base, Claire’s operated nearly 2,000 stores worldwide prior to the bankruptcy announcement. The company has scaled back its store closure plans to nearly 300 from close to 700 announced in August, per Retail Dive. Ames Watson is a private holding company, worth more than $2 billion in revenue, with holdings including Lids and Champion teamwear.
• Softening consumer confidence and sentiment in October 2025 may dampen discretionary spending, posing challenges for jewelry retailers ahead of the holiday season. The Conference Board’s Consumer Confidence Index edged down to 94.6 from 95.6, as improved current conditions (Present Situation Index up to 129.3) were offset by weaker short-term expectations (Expectations Index down to 71.5). Inflation expectations rose to 5.9%, and over half of consumers anticipated higher interest rates. Holiday spending is projected to fall, with promotions driving purchasing decisions. Meanwhile, the University of Michigan’s Index of Consumer Sentiment dropped 2.7% month-over-month to 53.6, a 24.0% year-over-year decline. The Current Economic Conditions Index fell to 58.6, and the Expectations Index to 50.3, down 32.1% annually. Year-ahead inflation expectations eased to 4.6%, while long-run expectations rose to 3.9%, with increased uncertainty across both horizons.