The analytical center of a famous Russian jewelry retailer 585*GOLDEN calculated how much money is spent in Russia on jewelry as a gift for a wedding anniversary and which jewelry is more often chosen for this festive family occasion.
Wedding rings have become the decoration that is chosen more often than others for the wedding anniversary. Such a purchase for a couple who are already married and have been registered is often associated with the desire to purchase new, more fashionable or more expensive ring models.
This also reflects the growing trend of "repeating the wedding" a few years later – to gather guests again and arrange a magnificent ceremony. This holiday does not have legal force, but is accompanied by an exchange of rings and touching addresses of lovers to each other. This scenario is especially relevant for couples who, due to various circumstances, could not celebrate the "wedding of their dreams" for the first time and limited themselves to a modest event or even just signatures at the registry office.
In addition to wedding rings, such items as earrings, gold pendants and watches for Her and heavy silver bracelets, chains and seals for Him become popular jewelry gifts for the anniversary.
In the 585*GOLDEN network, the average check for jewelry gifts for the wedding anniversary is 11,148 rubles for gold products and 1,208 rubles for silver items, according to current data from 2024. The study reflects the final purchase price already with a special holiday discount – it averages 60% (depending on the product).
Alex Shishlo, Editor in Chief of the European Bureau Rough&Polished
