Just in time for buying season, The Plumb Club is sharing consumer research findings from its Industry and Market Insights 2025, that give retailers the inside scoop on the products, categories and services customers are looking for when they purchase jewelry.

US consumers are buying gemstone jewelry, with 65% seeking out designs containing birthstones, a Plumb Club survey showed. Some 39%, a 7% increase from the previous survey in 2023, were interested in bright-colored gemstones. Meanwhile the interest in neutral tones dropped 12% compared to the prior study to 34%, The Plumb Club said last week, releasing further results from its 2025 Industry and Market Insights report. The company conducted the survey, which analyzes consumer preferences, in collaboration with Paola De Luca and research firm Qualtrics. 

• Birthstones Are Popular:
  65% of US consumers look for jewelry featuring birthstones when shopping for gemstone pieces.
• Rising Interest in Color:
  39% of consumers prefer bright-colored gemstones, up 7% from 2023.
  Interest in neutral-tone gemstones fell to 34%, a 12% drop from last year.
• Pearls Remain a Favorite:
  81% of consumers like pearls, especially as gifts.
  For personal use, 52% choose white pearls, and 25% prefer colored pearls.
  50% favor classic pearl strands, while 32% like modern pearl styles.
• Metal Preferences:
  26% prefer yellow gold, 24% white gold, and 23% platinum.
  Despite higher gold prices, half of consumers still choose gold (any color) as their favorite.
• Top Jewelry Categories:
  28% prefer rings, 24% earrings (down 9% from last year), and 23% necklaces (up 3%).

• Style Choices:
  For rings:

• 46% want diamond/gemstone accents
• 30% want diamond/gemstone-heavy styles
• 24% choose plain bands
  For earrings:
• 51% prefer studs
• 37% like drops
• 32% choose chandelier styles

• Personalization Matters:
• 69% say personalized jewelry is important or extremely important.
  64% want jewelry personalized with messages, initials, names, or special dates.
• Survey Details:
  Surveyed 2,000 US consumers, ages 25–60, with household incomes over $75,000.