Jewellery retail in the time of Covid-19: US jewellers adapt to change

Covid-19 accelerated change in the US jewellery sector, with retailers adopting digital initiatives and introducing innovative measures to cope with changing circumstances and consumer preferences.

Berge Abajian purchased online platform Aphrodites.com

A deserted New York with boarded-up windows during the lockdown

Susan Eisen, owner of Susan Eisen Fine Jewelry

The Vario system by Marcel Roelofs, used by Christensen & Rafferty Fine Jewelry

Video promoting Moriaty Gem Art’s YouTube shows

Earrings with chrome pyrope, Madeira citrine and diamonds by Caroline C, which saw greater demand for short earrings ideal for Zoom meetings

Virtual Tucson online event by Omi Privé

Gem-inspired face masks and (inset) multi-gem earrings by Tashka by Beatrice

Crevoshay promotes its Endangered Treasury jewellery on its official brand page on Facebook

To say that 2020 was a challenging year for the US jewellery industry is an understatement. Between lockdowns, job losses, permanent store closures and physical isolation, it was a perfect storm. JNA looks at what the sector did to survive before the clouds cleared and the economy began to recover.

According to industry analyst Edahn Golan, US jewellery retailers lost US$4.76 billion in business between March and May, during the lockdown. “Yet jewellery consumer demand fully made up for that loss in the second half of the year,” said Golan, noting that by December 2020, sales reached US$13.23 billion, bringing the...

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