The analytical center of "585*GOLDEN" conducted a federal study of jewellery sales with precious and semi-precious stones from January to July 2023 and found out how much Russian citizens spent on average on purchases and which jewellery pieces were in the highest demand.
Analysts have compiled a rating of products with stones by sales volume. The largest share fell on diamond jewelry, amounting to 29%. Products with topaz were in the second place (25.9%). This is followed by jewelry with garnets (13.9%), amethysts (6.4%) and emeralds (5%).
The most popular decoration was a gold studded earrings with a diamond. In second place in demand among buyers are classic gold earrings with light blue Swiss-type topaz and diamonds.
The top 5 also included an engagement ring with a hidden diamond, an "eternity ring" with small diamonds around the entire circumference and earrings with rectangular-cut emeralds.
"From January to July 2023, we recorded a noticeable increase in demand for products with precious and semi–precious stones. 42.5% more products were sold than in the same period of 2022. The average receipt for such a purchase also increased by an average of 25.9%. There are a number of reasons for this: people consider jewelry with stones as an investment in their style, a way to please themselves, or they choose a talisman stone according to their zodiac sign - that is, they are guided by emotional motives. But there are also rational reasons that make it easier to make a purchase decision: for example, layaway payment is becoming more popular – and it allows you to make a choice in favor of a more expensive product without compromising the family budget," commented Nikolay Kondratiev, director of the department of analysis, forecasting and research of the jewelry chain "585*GOLDEN".
Alex Shishlo for Rough&Polished
