Editor’s Note
**Editor’s Note:** Yellow gold dominates the jewelry market with 75% of supplier survey responses, widening its lead over white gold (15%) and rose gold (10%).
Everything we ask about gold jewelry in our supplier survey begins with the question: Which gold color is the most popular?
No surprise: The classic yellow gold takes first place again this year, but this time with a very clear lead over white gold and rose gold. Its popularity has increased even further.
Yellow gold is the favorite with a full 75% of responses. White gold follows in second place with 15%. Rose gold was cited by just under 10% of participants.
And: Gold jewelry naturally drives revenue.
Perception necklace in gold with diamond pavé. © BINDER Jewellery
The fact that customers are increasingly demanding high-quality gold jewelry is a trend strongly triggered by the pandemic and has been with us since 2022. However, in the past year 2023, our jewelers once again clearly experienced how this trend developed. Here are our numbers.
18-karat jewelry is the crown in the gold segment. Here, 33.7% of survey participants reported increased revenue. Revenue remained constant for a large majority of 55%. Thus, 18K is a major stabilizer or even a growing segment. Only 11.2% of participants stated that revenue from 18K gold jewelry decreased compared to the previous year.
Gold jewelry in 14 karat also saw significant growth. Here, 49.4% of respondents reported increased revenue compared to the previous year. A constant revenue with 14K was experienced by 34.1% of participants. Only 16.4% reported decreased revenue with 14K – whether in favor of even higher-quality jewelry or due to other factors cannot be determined from the survey.
The entry-level gold price points of 8 karat and 9 karat are still very active, as we found in the interim analysis. 44.5% of jewelers reported constant revenue in 2023 compared to the previous year.
For 25.6%, it increased, and for 29.7%, it decreased. One possible interpretation: Gold jewelry in general is in demand, and customers are buying – at the price point that is affordable for each consumer.
However, overall, the gold segment with 8K and 9K is the one that experienced the most revenue decline in 2023. For comparison: here, 29.7% reported a revenue decrease, while for 14K jewelry, 16.4% of respondents reported it, and for 18K, only 11.2%.
The revenue decline in 8K and 9K could naturally be due to customers moving toward higher price and quality segments – which is again illustrated by the rising revenue figures for 14K and 18K.
