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Monday, 21st November 2005 (5390 views)

Gold jewellery could challenge the traditional consumer favourite of diamond jewellery this Christmas, the latest survey by the Jewelry Consumer Opinion Council (JCOC) indicates.

Some 36 per cent of respondents told the JCOC they were considering buying gold jewellery without gemstones during the festive period, the National Jeweler reported.

In a shift of fortunes that has shocked even the experts, only 34 per cent of respondents expressed an interest in purchasing diamond jewellery.

"Diamond jewellery is always heavily favoured by consumers, but we were surprised to note that gold jewellery without gemstones and coloured gemstone jewellery have the potential to approach it in popularity this year," confirmed Elizabeth Chatelain, president of the JCOC.

Industry onlookers will also be pleased to note the emotional impact jewellery has on the buyer, with nearly two-thirds of respondents describing fine jewellery as the "best expression" of love and affection.

The JCOC's survey also gave a glimpse into consumer buying habits. Most notably, it revealed that over two thirds (69 per cent) said the impetus to buy came from a specific request from the gift's recipient.

In-store events were listed as the impetus in a surprisingly small (51 per cent) proportion of cases, with the internet acting as the trigger on just over a third (35 per cent) of occasions.

The JCOC said earlier this month that it expects the yuletide season to be "solid, but not spectacular", with consumer spending on a par with last year despite lower confidence.

 

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