Even in the most ancient jewels the pearl was a star. Pearls have always been considered a classic in the world of jewelry, loved by queens and princesses, but also by women in general. But now? Do pearls retain their charm? What do the younger generations think? Some time ago these questions were the focus of a survey conducted in the USA by the Cultured Pearl Association of American and created by Mvi Marketing. Of course, the survey was conducted several months ago and on American consumers, it is very likely that the results will not differ much from those that would be achieved in other countries.
The study was conducted by distributing questionnaires to 1,012 people who had purchased at least $200 worth of jewelry in the previous three years. The respondents were between the ages of 25 and 55, 73% female, while 27% were male. The identikit also considered a household income of more than $50,000. Furthermore, the survey participants were 73% white, 9% African-American, 9% Asian, and 6% Latino.
Result: pearls are among the favorite materials and 66% indicated that they own at least one jewel with the white spheres born from the sea. Of this share, 69% own a string of pearls and 62% pearl earrings. Again: 65% said they have at least one family jewel with pearls in their collection. And for 46% pearls are a very common purchase, both because they are bought for themselves as well as as a gift. Pearls are also linked to special occasions: 52% bought or received pearl jewelry for a birthday, while 46% for an anniversary. Young people also like them: consumers between the ages of 25 and 35 think that pearls are exceptional.
There are also two new trends among younger consumers: men wearing pearls and pearl engagement rings. Men between the ages of 25 and 45, in particular, are interested in wearing pearl jewelry: 42% of those aged 25 to 35 and 47% of those aged 36 to 45, compared to 16% of men aged between 46 and 55 years old.
But, unfortunately, there are also negative aspects: for example, the general lack of information on the world of pearls. 81% of consumers have heard of cultured pearls, but only 34% know what it means and 60% do not know the connection between pearls and sustainability. In addition, 23% go against the tide and think that pearls belong to their grandmother’s time and 8% consider them outdated.
