NAJ News

Forget the Kardashians, it’s still your jeweller that has the biggest influence on making Christmas morning that little bit more special

16 Dec 2019

Couple looking in shop window

Research carried out by the National Association of Jewellers (NAJ) on more than 2500 consumers showed that when it comes to buying jewellery, the local jeweller is more influential than celebrities, the Royal Family and even mum and dad.

The Kardashians and the Beckhams may rule our Instagram feeds and purchasing behaviour on everything from diet drinks to high-fashion but when it comes to jewellery purchases only 8% of UK consumers said celebrities influenced their jewellery purchases, according to the study, carried out by Harris Interactive on behalf of the NAJ.

61% of UK consumers who buy jewellery said their local jeweller has an effect on what they buy, greater than both the royal family [52%] and friends and family [59%].

As retailers’ and makers approach one of the most important weekends in the jewellery buying calendar, Helen Dimmick from the Company of Master Jewellers (CMJ) who represent local independent Jewellers said,

“I am absolutely delighted that this important survey confirms the primary status of the local independent retail jeweller for influencing precious jewellery choices. Their trusted authority and exceptional customer experience are key to the timeless and special relationships with each and every customer to ensure the perfect gift on every occasion.  Even in challenging and uncertain times, it is the local independent jeweller’s expertise that will deliver the perfect loved one’s surprise waiting underneath the Christmas tree.”

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M G Welch Jewellers in Taunton, who are an example of a local jewellers ready to help Christmas morning be that extra bit special. 

The research also queries how consumers prefer to buy jewellery, and found only 1 in 10 choose to make a jewellery purchase via the internet. Nearly half of those asked said they prefer to make the purchase direct from the family/ independent jeweller or from a designer maker directly.

Michael Wainwright, board member of the Goldsmiths’ Company and Managing Director of Boodles, the British luxury jeweller and jewellery designer said that many consumers, particularly millennials, want to be able to express individualism through jewellery.

“There is a growing trend among consumers to want something bespoke, something personal and something which no one else has when it comes to buying jewellery. And we have some of the best contemporary jewellers in the world creating and making in the UK today. I’d urge people to engage the expertise of their local jewellers or consult with one of the amazing, talented designer makers that can be found at places like Goldsmiths’ Fair, when buying jewellery this Christmas.”

The National Association of Jewellers have a popular Find a jeweller tool for members of the public to find local jewellers and jewellery designers, as well as advice on caring for and insuring jewellery items.

NAJ