The total average ticket for anniversary jewelry is nearly $1,200. But the diamond jewelry sales worth $3,000 and above creates about half of total revenues from anniversary diamond jewelry. Thus, the opportunity for jewelers is to tap the market for higher ticket anniversary jewelry.
Diamond jewelry has a market share of 55% of total jewelery sales in the US market (source: Diamond Information Centre). Nearly 50% of worldwide diamond jewelery sales are generated in the US according to the Jewelry Industry Research Institute. Diamond jewelry had a share of 75% of the US division’s retail sales in fiscal 2009, which is same as that of previous years.
Retail jewelers announced that diamond jewelry sales were exceptionally weak during 2008 holiday selling season. According to preliminary data, it seems that diamond jewelry sales were reduced by 20-25 percent in the November-December period. For the complete year, the number of diamond jewelry sales were reduced by 8-9 percent in the U.S. Market. This also includes both specialty jewelers and other merchants who are selling diamond jewelry.