Hand holding USA gold coin

Jewellery

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.

Within the US, we conducted:

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online interviews with female fashion and lifestyle consumers across the country

Gold is appreciated as a lasting heirloom

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

70%

25-34 year olds

79%

35-44 year olds

79%

45-54 year olds

82%

55-65 year olds

84%
Gold is a good heirloom to pass on to family/children

Gold jewellery needs enhanced style appeal

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.

 

 

Top barriers to gold

I can buy less expensive jewellery that looks just as good
I couldn’t find anything I liked
It doesn’t suit my style

Purchases of gold by colour

Yellow gold
White gold
Pink/rose gold

Rose gold is a growth market

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.

The detailed insights we share in our report provide the industry with the tools it needs to develop, enhance and - ultimately - grow the gold jewellery market in the US.

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North America Jewellery report
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North America Investment report
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