US &Canada
The US is the third largest gold jewellery market in the world. But while American women appreciate its traditional and sentimental values, it often falls short of meeting their style needs. The insights in this report should help the gold jewellery industry to protect and grow its position, strengthening its connection with American women.
online interviews with female fashion and lifestyle consumers across the country
American women appreciate gold’s durability and its strong sentimental meaning. But this feeling is weaker among the youngest 18-24-year-old group, who have more mixed feelings about gold.
18-24 year olds
25-34 year olds
35-44 year olds
45-54 year olds
55-65 year olds
A key challenge for American women is in finding gold jewellery that suits their style and taste. This issue was cited by women of all ages, suggesting that greater variety in the designs of gold jewellery may broaden its appeal.
Younger women are especially partial to rose gold jewellery, which could present an opportunity to raise the style profile of gold jewellery and overcome fashionability concerns.
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