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The average amount US consumers are spending on bridal/engagement jewelry has increased to $5,493 in 2025, up 2% from 2023, according to new research released by The Plumb Club.
According to the survey, quality leads the way in purchase decisions, outperforming traditional motivators, such as price, design, uniqueness or even brand.
The study revealed a notable shift in what drives bridal jewelry purchases. A resounding 39% of respondents ranked “quality” as the most important factor — up a remarkable 25% increase in importance since the previous survey in 2023. Quality ranked significantly higher than “design” (21%), “price” (17%), uniqueness (12%), “brand” (6%) and “social responsibility (5%).”
When asked, “What influences your jewelry purchases the most?” 31% cited “designers/brands,” while nearly the same percentage (30%) pointed to “family/friends.” “Retailer websites” have grown in importance, swaying 21% of consumers, while 8% credited “social media advertising.” Other influences noted were “magazines online/offline” (4%), “influencers” (4%) and “celebrities” (3%).
How did buyers say they justified the price of their purchases? Thirty percent of respondents said it was the “diamond/gemstone quality,” while 16% said “gemstone/diamond size,” 13% said “design/style,” 10% said “metal weight/karat type,” 9% said “workmanship/intricacy,” 9% said “long-term value,” 8% said “brand” and 4% said “retailer reputation.”
This emphasis on quality suggests that today’s consumers are more discerning — and informed — than ever. They’re not just buying a piece of jewelry, they’re investing in a lasting symbol of their commitment.
“Couples are looking for substance over sparkle,” said a representative from The Plumb Club. “They want pieces that are built to last and reflect the significance of the moment.”
Where shoppers prefer to buy is also telling. “Independent and local jewelers” continue to hold the crown, with 43% of consumers preferring these retailers. “National jewelry chains” followed at 23%, and “department stores” and “online sales” rounded out the list at 13% and 12%, respectively. The preference for local stores further reinforces the desire for trust, expertise, and personal service — elements often associated with higher-quality offerings.
The survey also revealed a sharp spending increase of 28% for non-bridal jewelry. The average purchase price for this category now stands at $1,664.
“This isn’t just about price tags going up,” The Plumb Club notes. “It’s about meeting customers where they are — seeking authenticity, longevity and meaning in their most treasured purchases.”
The Plumb Club’s “Industry and Market Insights 2025” study, conducted in partnership with Paola De Luca of The Futurist and analytics firm Qualtrics, surveyed over 2,000 consumers aged 25–60 across the US. Respondents had all attended some college or higher and had a combined household income of at least $75K/year.
Credit: Image by BigStockPhoto.com.
