The growth in US jewelry sales showed no signs of slowing down in January, posting a 9% year-over-year increase. However, the underlying story is one of divergence: unit sales continue to shrink, particularly for items priced below $1,500.
Conversely, demand for higher-end pieces remains robust, climbing more than 12%. This shift suggests a "jewelry premiumization" of the market.
Jewelry Premiumization
According to our latest data, a growing share of total transactions is moving toward these higher price points. American consumers are clearly prioritizing value over sheer volume, driving average per-item expenditure up by double digits this January. Hence, jewelry premiumization. This trend is now entering its third year and remains a unique characteristic of the US market.
The challenge now is a balancing act: leaning into those high-margin sales while finding fresh, creative ways to get people excited about entry-level pieces again.
Finished Jewelry Sales Up 13% in January
Consumers significantly increased their investment in finished jewelry, with spending per item rising by more than 20%. This surge in individual item value successfully offset the decline in total units sold, resulting in a net 13% rise in sales for the month.
The month's standout performers were tennis bracelets and wedding sets, both seeing double-digit growth in demand. From a revenue perspective, wedding sets and stud earrings led the pack with the most significant year-over-year gains.
Finished Diamond Jewelry Sales Inch Up
The diamond category saw a modest rise in revenue, fueled by steady demand for finished pieces and a rise in sales for units priced above $1,000. While total unit sales for the category are still sliding, specific niches are thriving. For instance, diamond strand necklaces, traditionally a low-volume item, saw sales more than double. Diamond stud earrings also performed well, posting handsome revenue growth.
Lab Diamond Jewelry On A Separate Track
For several years, lab-grown diamond (LGD) jewelry operated in its own ecosystem, often moving in the opposite direction of the broader market. While the rest of the industry saw falling volumes and rising prices, LGD jewelry typically saw unit sales climb as prices plummeted.
January, however, signaled a potential shift in consumer behavior. For the first time, we saw unit sales and average prices rise in tandem. That said, the $5,000-and-below price bracket continues to be where the vast majority of LGD demand lives.
Loose Diamond Prices Trend Down
Total retail revenue from both natural and lab-grown loose diamonds took a hit in January.
Another Decline in Retailers' Loose Natural Diamond Sales
Loose natural diamond sales fell once again this past month. What makes this decline unusual is that the average consumer expenditure on these stones also dropped, a departure from typical market behavior for this product.
Since specialty retailers rely on loose stones primarily for custom engagement work, this downturn is a red flag. It serves as an urgent call for the industry to ramp up marketing investments to prevent a broader loss of consumer interest in the category.
A Unit Sales Decline in Loose Lab Diamonds
For the first time in our tracking history, loose lab-grown diamond unit sales saw a decline. While it's likely a correction after an outlier of a year in 2025, it's a milestone worth noting. With revenue down 5% and prices showing no real recovery, the LGD sector is entering a much more sober, mature phase. This isn't just a monthly blip; it's a trend to watch closely through the spring.
The US jewelry premiumization analysis is based high-level figures above for the US jewelry market in 2025 only scratch the surface. Tenoris provides comprehensive, detailed data that gives your business a competitive edge by uncovering trends, insights, and opportunities in the US jewelry market. Contact us today to request a demo and see how our data can drive smarter decisions.
About HanYu Jewelry
Given the North American market's stringent demands for both quality and value, having a reliable, flexible, and professional supply chain is key to success. This is precisely the core challenge HanYu Jewelry is committed to addressing for you.
In response to the market's strong demand for high-value items, HanYu Jewelry offers a collection of exquisitely crafted finished jewelry. With a deep understanding of North American aesthetics and fashion trends, we provide everything from timeless wedding ring sets to delicate stud earrings for everyday wear. Our products empower retailers to capitalize on the higher average transaction value driven by the "premiumization" trend, all while maintaining highly competitive quality.
