The analytical center of the jewelry chain "585* GOLDEN" conducted a country-wide study of sales of products with precious stones. The figures for the first half of 2023 were compared with those for the same period in 2022.
The study showed that from January to July of this year, Russians purchased 42.4% more jewelry with precious and semi-precious stones than in the same period last year. The increase in total sales amounted to 34.6%.
The average check for rings, earrings and pendants with precious stones for June 2023 in different cities of Russia amounted to 9,000 - 9,200 rubles on average. The highest average check in Moscow is 11,494 rubles. The lowest is in Kazan, 6,875 rubles.
Average values in other cities were: in St. Petersburg - 8,872 rubles, in Yekaterinburg – 8,379 rubles, in Novosibirsk – 9,998 rubles, in Voronezh – 9,902 rubles.
When compared with June 2022 data, the average receipt for jewelry with precious stones showed an increase in all regions. The largest growth rate was recorded in Chelyabinsk city and the Chelyabinsk region. There, the average check increased from 6,579 rubles to 9,400 rubles (by 42.9%). Samara was in second place in this rating, with an increase from 6,997 rubles to 9,781 rubles (39.8%), and Perm was in third place with 5 907 – 7 758 rubles (31.3%). The most modest increase in the average check was noted in Moscow to 9 814 - 11 494 rubles (17.1%) and Kazan – 5 666 – 6 875 rubles (21.3%).
"In 2023, we recorded a noticeable increase in demand for jewelry with precious stones. We explain this by the fact that the motivation of customers has changed. The emotional component of the purchase comes to the fore. Precious stones have a certain symbolic meaning, they can complement an elegant image, emphasize the status, express the mood of the owner – this is what becomes important," commented Andrey Shlyaev, Director of Marketing and retail sales development of the jewelry chain "585*GOLDEN".
The "585*GOLDEN" assortment includes products with diamonds, sapphires, emeralds, rubies, garnets, topaz and other precious and semi–precious stones - they account for 28% of total sales.
Alex Shishlo for Rough&Polished
