The analytics and data department of the 585*GOLDEN jewelry store network tracked the statistics of sales of jewelry with precious stones in Russia and compiled a rating of the most popular stones.
Diamonds accounted for 33.82% of sales of studded jewelry. The second place went to models with topaz at 24.73%. At the same time, the most popular topazes among customers are azure in light shades of Swiss and Sky and more saturated blue in a shade of London.
Garnet closed the top 3 most popular stones, with stones of wine shade accounting for 14.11% of sales. The data of the jewelry network, represented in 80 regions and 420 cities of Russia, reflect the territorial characteristics of the demand for jewelry with stones.
For example, diamond jewelry is especially popular in Krasnodar, Rostov-on-Don, Kazan, Vladivostok and Makhachkala – models with these precious inserts account for 40% to 44% of the sales structure, which is significantly higher than the national average. Jewelry with topaz is more often chosen by residents of Ryazan, Omsk, Irkutsk, Kemerovo and Novokuznetsk – products with these stones account for 28% to 31% of sales.
Earrings, rings, necklaces, bracelets and garnet seals are especially popular in Naberezhnye Chelny, Tomsk and Orenburg – they are chosen by 17% - 19% of jewelry connoisseurs. Products with emeralds showed the highest percentage of demand (7% - 8% in the sales structure, which is 1.5% - 2.5% higher than the national average) in Barnaul, Perm and Nizhny Novgorod.
Vladivostok has become the undisputed leader in jewelry with sapphires which is bought 5% more often than the national average, models with these stones account for 9% of sales.
Alex Shishlo, Editor in Chief of the European Bureau, Rough&Polished
