Jewelry Consumer Insights — Digital Trends in Q1 2024
When I started my digital marketing career in 2011, a funny little quote stood out to me that has never left my mind.
"The best place to hide a dead body is the second page of Google."
Unknown
The message is simple: if you want to be found on Google, you need to rank at the top of search results.
Here are some stats just to help reiterate the importance of achieving a high ranking:
- 91% of searchers do not go past page one of the search results.
- Over 75% of clicks are on the first five search results.
The difference between ranking 1st and ranking 3rd is huge. Ranking 5th can be detrimental, and ranking 10+ is almost like not ranking at all.
So how do you make sure you’re ranking?
There are about 10 major SEO pillars ranging from technical SEO — like site structure and page speed — to content marketing such as blogs and product data. We cover some of that in our Driving Digital section of the blog, but today, we’re going to focus on one particular SEO factor: keywords.
- What are customers searching for when shopping for jewelry?
- Which metal qualities are most popular?
- Is metal and stone sourcing important to customers?
- Do customers care if their diamond is natural or lab-grown?
- What information do customers want to know before buying their jewelry?
- How can you provide customers with those answers and become their hero?
We will attempt to answer all of these questions using search trends and consumer insights.
But this isn’t just about ranking on Google. This trend report is meant to equip you to best manage the direction of your business based on what matters most to jewelry consumers.
Trend Report Guide
Each trend will come with various insights to help you better understand consumer behavior.
The average monthly search volume gives you an indication of the popularity of that trend in comparison to others.
The trend graph will help you to better understand if this is topic is steady, losing tracking, or gaining in popularity over time.
Frequently searched with terms will grant you additional insights as to what types of metals, carat weights, and other features are valued by consumers concerning that trend.
Frequently asked questions can give you some insight into what kind of information consumers are researching. It also gives you an opportunity to answers those questions.
Bridal Trends
To kick off our quarterly insights, we’ll dive into the top bridal trends of the past 12 months. I’ll include several data points and insights for each trend.
"Emerald-Cut Engagement Rings"
180,000 Monthly Searches
Frequently Searched With
big center stone
with wedding band
pavé ring
rose gold
vintage
Steady Trend
Frequently Asked Questions
- Are emerald-cut engagement rings popular?
- Which celebrities have emerald diamond wedding rings?
- What does an emerald-cut engagement ring say about you?
"Sapphire Engagement Rings"
175,000 Monthly Searches
Frequently Searched With
Blue Sapphire
Pink Sapphire
rose gold
vintage green
oval
platinum
Slight Upward Trend
Frequently Asked Questions
- Are Sapphire engagement rings tacky?
- Are Sapphires good for engagement rings?
- Are Sapphire engagement rings becoming more popular?
"Oval Engagement Rings"
150,000 Monthly Searches
Frequently Searched With
elongated oval diamond
low profile oval cut
double band
jaffe oval
2 carat
3 carat
Steady Trend
Frequently Asked Questions
- Are oval engagement rings more expensive?
- Are oval engagement rings too trendy?
- What wedding band goes with an oval engagement ring?
- How to stack an oval engagement ring
"Vintage Engagement Rings"
150,000 Monthly Searches
Frequently Searched With
two-tone
3 carat
1920s
early 1900s
halo
rose gold
Emerald
Steady Trend
Frequently Asked Questions
- How to find vintage engagement rings
- How to clean a vintage engagement ring
- How to match a wedding band to a vintage engagement ring
- Are vintage engagement rings cheaper?
Pro Tip: Keep in mind with words like vintage, clarity for customers is key. If you are dealing in estate jewelry, many pieces are indeed vintage jewelry (more than 50 years old). If you are not, you may want to be clear that you are referring to vintage-inspired styling.
"Halo Engagement Rings"
115,000 Monthly Searches
Steady Trend
Frequently Searched With
hidden halo
cushion
oval
rose gold
double
round
Frequently Asked Questions
- What is a halo engagement ring?
- Are double halo engagement rings tacky?
- Are halo engagement rings going out of style?
- Can you add a halo to an existing style?
"Moissanite Engagement Rings"
100,000 Monthly Searches
Slight Upward Trend
Frequently Searched With
5 carat
6 carat
rectangle Moissanite
platinum
Frequently Asked Questions
- How much is a Moissanite engagement ring?
Where to buy Moissanite engagement rings
"Rose Gold Engagement Rings"
85,000 Monthly Searches
Slight Downward Trend
Frequently Searched With
-
lab-created
-
solitaire
-
rose gold and white gold
- princess cut
Frequently Asked Questions
- Are rose gold engagement rings tacky?
- Can engagement rings be rose gold?
- Are rose gold engagement rings more expensive?
"Princess-Cut Engagement Rings"
80,000 Monthly Searches
Downward Trend
Frequently Searched With
2 carat
vintage
square
- with diamond band
Frequently Asked Questions
- What is a princess-cut engagement ring?
- How much is a 2 carat princess-cut engagement ring?
- What does a princess-cut diamond mean?
"Custom Engagement Rings"
45,000 Monthly Searches
Strong Upward Trend
Frequently Searched With
design your own
build your own
with detailed bands
Frequently Asked Questions
- How long do custom engagement rings take to make?
- Are custom engagement rings more expensive?
- Where can I create a custom engagement ring?
- How are custom engagement rings made?
"Opal Engagement Rings"
35,000 Monthly Searches
Slight Upward Trend
Frequently Searched With
princess-cut Opal
Sapphire and Opal
white gold
- Black Opal
Frequently Asked Questions
- Is Opal a good stone for an engagement ring?
- Are Opal rings bad luck?
"Hidden Halo Engagement Rings"
20,000 Monthly Searches
NEW Upward Trend
Frequently Searched With
oval
radiant cut
rose gold
yellow gold
Emerald
Moissanite
princess-cut
Frequently Asked Questions
- What is a hidden halo engagement ring?
"Moss Agate Engagement Rings"
20,000 Monthly Searches
Upward Trend
Frequently Searched With
emerald-cut
pear-shaped
men’s rings
Moss Agate meaning
hexagon
silver
Frequently Asked Questions
- Does Moss Agate make a good engagement ring?
- Where to buy Moss Agate engagement rings
Permanent Jewelry Trends
Permanent jewelry is a trend that just won’t quit.
What is permanent jewelry?
This question has been asked over 10,000 times per month for the past year. Right now, this question alone averages over 13,000 searches per month in the United States.
Other popular questions around permanent jewelry are
- How much does permanent jewelry cost?
- Where can I get permanent jewelry near me?
- What is a permanent jewelry popup?
If you offer permanent jewelry, consider creating a landing page on your website all about that service. Create an FAQ section where you list and answer these common questions. Make your jewelry store the answer to their questions.
Consumers looking for permanent jewelry use the following terminology (average searches per month).
"Permanent Jewelry"
280,000 Monthly Searches
Steady Upward Trend
Frequently Searched With
-
[state or city]
-
bracelet
-
chain necklace
-
rings
-
toe ring
-
matching
Frequently Asked Questions
- What is permanent jewelry?
- Where to get permanent jewelry near me
- How much does permanent jewelry cost?
- What is a permanent jewelry popup?
- How to schedule a permanent jewelry party
"Permanent Bracelets"
120,000 Monthly Searches
Downward Trend
Frequently Searched With
[city or state]
gold
price
cost
matching
Frequently Asked Questions
- Where to get permanent bracelets
- What are the meaning of permanent bracelets?
- Are permanent bracelets really permanent?
- How much are permanent bracelets?
"Permanent Rings"
4,000 Monthly Searches
NEW Trend
Frequently Searched With
[state or city]
near me
gold
permanent toe ring
jump ring
Frequently Asked Questions
- Where to get permanent rings near me
"Permanent Necklaces"
2,000 Monthly Searches
Upward Trend
Frequently Searched With
corded
near me
with lock
bead chain
ideas
cost
Frequently Asked Questions
- Where to get a permanent necklace near me
- How much is a permanent necklace?
Custom Jewelry Trends
While I covered the custom engagement ring trend, I’d like to expand our analysis to all custom jewelry trends. Here’s a peek at the top trends in custom jewelry.
"Custom Jewelry" & "Personal Jewelry"
80,000 Monthly Searches
Upward Trend
Trends Within Custom Jewelry
engraving
- pet
- hand
- paw
- logo
- baptism
- cremation
- footprint
- handwriting
- impression
fingerprint jewelry (memorial)
- lockets
- pendants
- wedding bands
coordinate jewelry / gps map jewelry
- pendants
- necklaces
- personalized gift
- memory
- Mother’s Day
- Father’s Day
- loss
- new mothers
- bridesmaid
- graduation
- baptism
- pet
Frequently Asked Questions
- Where to get custom jewelry made
- How much does custom jewelry cost?
- Does Kay Jewelers do custom jewelry?
- Does Zales make custom jewelry?
- How is custom jewelry made?
- How long does it take to make custom jewelry?
- How can I make my own custom jewelry?
Lagniappe
In Louisiana, we have a Cajun French word called “lagniappe,” which means “a little extra”. It’s the Cajun equivalent of a baker’s dozen.
Here’s a little lagniappe insight for you.
Jewelry consumers have been asking for years how to clean gold jewelry at home.
This may be an opportunity for you to build trust with your customers. Consumers really care about how they can clean and care for their jewelry at home. Offering advice and products for customers to do this themselves might be a good opportunity to build trust and become their jeweler.
ABOUT THE AUTHOR
Hunter Trahan
Senior Digital Marketing Specialist
Hunter is an experienced digital marketing, content writing, and data analysis professional with certifications for Google AdWords, Google Analytics, and SEMRush. He uses his passion for digital marketing and analytical skills to craft successful strategies that benefit both Stuller and our customers.