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US jewellery consumers shift  toward premium purchases in November 2025: Tenoris report

US jewellery buyers shifted toward premium purchases in November 2025, boosting average spend per item by 14.5% despite softer unit sales according to the Tenoris report.

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Sales Snapshot

Total revenue climbed 3% year-over-year, lagging prior double-digit gains, as consumers splurged on higher-end pieces rather than volume. Finished jewellery led with nearly 5% revenue growth, fueled by rising gold prices and buyer willingness to pay up. Unit sales dipped 10% overall, signaling a quality-over-quantity mindset.

Diamond jewellery saw slight revenue dips but 13% higher spend per item on pricier natural stones; loose diamonds weakened, especially low-end. Gold, silver, and platinum demand shares held steady, rejecting alternatives amid gold’s rally.

Lab-grown diamonds (LGD) lagged, with revenue down despite modest unit upticks—stuck at ~$500 average, failing to attract investment buyers favoring naturals.

Edahn Golan of Tenoris highlights sustained premiumization, where shoppers chase value through upscale selections. This bodes well for high-end suppliers but pressures volume-driven segments like LGD entry-level goods.

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Nike Enters Jewellery Market With First-Ever Collection Priced Up To $5,750

The Sportswear Giant Expands Into Jewellery, Bringing Its Brand Identity To A New Category With Premium-Priced Pieces.

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Nike is extending its brand into the jewellery market with its first dedicated jewellery collection, featuring necklaces, earrings and pendants inspired by its signature designs. The range includes a miniature Air Force 1 pendant necklace priced at $5,750, making it the collection’s standout piece.

The lineup also features a crystal-covered Swoosh necklace at $1,750, Swoosh earrings priced at $995 and an Air Max 1 pendant at $395. More accessible designs include Swoosh necklaces and hoop earrings in silver and gold finishes.

The collection combines sportswear culture with premium accessories, transforming Nike’s recognisable logos and footwear silhouettes into wearable jewellery. The range is scheduled to begin releasing through Nike’s SNKRS platform on 29 October 2026, with availability varying by design.

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