🛒 💍 Jewelry Online Sales Report 2020

Discover the wonder of jewelry & gemstones, online.

For the past few months, our AI algorithm has searched the web for the best upcoming trend and has classified online jewelry as a top topic. Due to Covid19, every brand wants to be the first to launch their own e-commerce, every gemologist has offered free webinars & education for all and every auction house wants to organize online bidding platforms more performant than each other. Our remote team of experts and our AI have analyzed this emerging macro trend and all the major actors they pretend to be. and turned it into actionable insight for you, for free. 

KEY TAKEAWAYS

• Online resellers are driving the growth of the pre-owned market well beyond what brick and mortar stores ever did before.

• The circular economy is another driver of the luxury resale growth, fuelled, in part, by younger affluent generations and their desire for more sustainability.

• The popularity of limited capsule collections to increase luxury scarcity is also fuelling a large secondhand market of new or nearly new items.

• The durable and timeless nature of luxury goods makes them a good fit for the resale market.

• During Covid19, the jewelry and watch industry has dropped over 72% versus any other luxury industry. That makes the industry unpredictable during the crisis and not ready to nurture its online sales channel just yet. 

-37% luxury sales during Covid19 versus -69% in tourism

-72% jewelry sales during Covid19 versus any other luxury industry

+12% online jewelry resale since February 2020

JEWELRY ONLINE

RESELLERS

Online resellers are driving the growth of the pre-owned market well beyond what brick and mortar stores ever did before.

• With the surge of needing money asap, 70% of customers are selling their jewels. 

• The surge of the new re-commerce website: +20 in less than a year

• 50% more intuitive websites and marketplaces with speeding payments processes

• Average shipping shortened by 70% (3-5 days)

• 20K jewelry sold solely online in a month

GREEN SOLUTIONS

The circular economy is another driver of the luxury resale growth, fuelled, in part, by younger affluent generations and their desire for more sustainability.

• Buying jewelry online is all about storytelling. 65% of customers purchase a ring because of its green effect

• 40% of customers seek lab-grown diamonds instead of natural diamonds, just because of its marketing explosion

• 17 new gold companies have surged the internet with a greener and better offer 

• 30% of influencers have switched their business model to promoting sustainable jewelry, good for the planet

• 150+ webinars were hosted by major brands to promote sustainability and traceability of their raw precious materials

BRANDED JEWELRY

The popularity of limited capsule collections to increase luxury scarcity is also fuelling a large secondhand market of new or nearly new items.

• 30+ brands launched their new collection based on exclusivity

• 75% of established brands have launched collections revisiting the old ones. Take Cartier or Bulgari as an example. 

• +20% is the increase in exhibitions happening around the world of jewels and its rich history. Take Van Cleef & Arpels or Chaumet as an example in Paris with the opening of the new historical museum a few years ago, with a launch online in 2020.

LUXURY

The durable and timeless nature of luxury goods makes them a good fit for the resale market.

• 57% of customers prefer buying long-lasting jewels that will last generations to come

• Gold has shown to be a sure asset during crisis time

• The online jewelry resale market has grown 20% only because of its second life properties (jewelry can be reborn, revived)

• 80% of brands are now offering reviving service of their collection, online with a surge of 

• One out of 4 customers buys jewelry because of the brand. The other 3 buy jewels because of its trendy beauty.

THE BEST OF THE BEST

Top 10 Sales Omnichannel 

1. Discounted (Walmart)

2. Specialized marketplace (Get diamonds)

3. Bidding platform (eBay)

4. Mass merchants (JC Penny)

5. Department stores (Bon Marché, Harrods)

6. Consignment services (Cudoni)

7. Second-hand vintage stores (Diamantiques)

8. Luxury pre-owned marketplace (Cornerluxe)

9. Auction houses (1stDibs)

10. Concept store

10 best suppliers ONLINE

1. VDB

2. Rare Carat

3. TheRealReal

4. Nivoda

5. Rapnet

6. Uni Diamond

7. Liquid Diamond

8. StoneAlgo

9. IDEX

10. Rapaport

Top 15 customized jewelers ONLINE

1. Alibaba

2. Taylor & Hart

3. Pietra

4. Custom Made

5. Brilliant Earth 

6. 77 Diamonds

7. Blue Nile

8. James Allen

9. Soko

10. Cartier

11. Ritani

12. H. Samuel

13. Vashi

14. Adiamor

15. DeBeers

10 best concept stores ONLINE

1. Etsy

2. Farfetch

3. Catbird

4. Harrods

5. ZALES

6. Aurate

7. &otherstories

8. Vestiaire Collective

9. Mejuri

10. The last line

Top 15 Re-Commerce (buy & sell)

1. 1stdibs

2. Cudoni

3. Invaluable

4. VDB 

5. Rapaport jewelry

6. Catawiki

7. Tajan Auctions

8. Vestiaire Collective

9. TheRealReal

10. Collector Square 

11. HEWI

12. Drouot

13. Diamantiques

14. Christie’s / Sotheby’s

15. Property Room

12 best keywords for your e-commerce

1. #Vintagejewelry

2. #Traceability

3. #customisedjewelry

4. #ArtDeco 

5. #Eternityring

6. #handmade

7. #SecondhandCartier

8. #Egyptianjewelry

9. #4Cdiamond

10. #Sustainablering  

11. #Skullring 

12. #Yellowdiamond

10 best services sold ONLINE

1. Customized engagement ring  

2. Sell your jewelry

3. Appraisal

4. Consignment 

5. Follow a trend

6. Read great content

7. Buy diamond 

8. Insurance

9. Rent jewelry

10. Find influencers

10 best perks for your e-commerce ONLINE

1. Free delivery worldwide (+58%)

2. Pay with coins (+48%)

3. Save for later (+45%)

4. Pick-up yourself (+41%)

5. Free return (+38%)

6. Insurance included (+28%)

7. SMS Reminder (+22%)

8. Sign up for our newsletter (+19%)

9. Eco pack (+16%)

10. Deliver nearby (+13%)