Non-bridal jewelry sales are up by 28%—here’s how jewelers can cash in

This year’s research from Plumb Club’s Industry and Market Insights Survey reveals a notable trend: Non-bridal jewelry sales are up compared to what they were just two years ago. As more consumers shift their spending toward everyday luxury pieces like earrings and bracelets, jewelers have a chance to tap into a growing market beyond the wedding aisle. 

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But what does this shift really mean for jewelers, and how can they turn it into an opportunity for repeat business? This isn’t just a passing trend—it’s a shift in consumer behavior that smart jewelers can capitalize on. Here’s how.

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What does the data show? 

According to the Plumb Club’s research, spending on non-bridal jewelry has jumped, and more buyers are investing in those every-day luxury items. 

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Here’s a quick breakdown of what the data reveals:

• Significant increase: Consumers are spending an average of $1,664 on non-bridal jewelry—this represents a 28% compared to the $1,300 consumers were spending in 2023. 
• Key demographics: Younger buyers, self-purchasers, and gift-givers are driving the trend.
• Top categories: Everyday luxury pieces like earrings, bracelets, and necklaces are seeing the most growth.

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These shifts signal new opportunities for jewelers to connect with clients outside the wedding aisle.

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Why is non-bridal jewelry gaining ground now?

So what’s fueling this surge in non-bridal jewelry sales? A few key factors are at play. 

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First, there’s been a noticeable rise in self-purchasing, as consumers increasingly prioritize self-expression and personal style. This trend is especially pronounced among younger buyers, who are more likely to invest in jewelry for themselves rather than wait for a special occasion.

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Additionally, life events that aren’t tied to weddings—like job promotions, graduations, and personal achievements—are emerging as key buying moments. Jewelry has always been associated with celebrating life’s big milestones, but now those milestones are extending far beyond bridal.

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What does this trend mean for jewelers? 

The rise in non-bridal jewelry spending isn’t just a passing trend—it’s a golden opportunity for jewelers to connect with new buyers, drive repeat business, and maximize sales beyond bridal collections. The strategies below outline specific ways to leverage your existing client base to capture more of this growing market.

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Segment your client base

First, understanding your audience is key to capturing the non-bridal market. Start by analyzing past purchases to identify clients who may be interested in everyday jewelry. Bridal clients, for example, already trust your store and have an established relationship with your sales team. Rather than waiting for the next major milestone, reach out to these clients with recommendations for everyday pieces that complement their bridal jewelry—a pair of gold hoops that match their wedding band or a delicate necklace that layers well with the engagement pendant.

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Milestone buyers are another valuable segment. These clients have previously purchased jewelry for birthdays, anniversaries, or other significant moments. With a clienteling tool like Clientbook, you can track these dates and proactively suggest new pieces to mark upcoming occasions, framing jewelry as a way to celebrate everyday wins as much as life’s biggest moments.

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Promote self-purchasing

Next ,self-purchasing is on the rise, and it’s an opportunity to position non-bridal jewelry as everyday luxury. This isn’t about pushing a sale—it’s about connecting with clients who are looking for pieces that feel personal and reflective of their style.

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Sales associates can then tailor their messaging to align with the self-purchasing mindset. Think campaign slogans like “Because You Deserve It” or “Celebrate You.” The focus is on framing jewelry as a confidence boost, a personal reward, or simply a way to brighten up the everyday.

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Create seasonal promotions and events

Non-bridal jewelry sales don’t need to wait for wedding season. In fact, they can thrive during traditionally slower months when there’s less competition from bridal marketing. Consider hosting a ‘Treat Yourself’ event, where everyday pieces are highlighted as feel-good purchases. Showcase how earrings or stacking rings can transform an outfit, or how a simple bracelet can be a go-to gift for a best friend.

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You can amplify these efforts through targeted outreach. Use automated texts or emails to remind specific segments—like self-purchasers or recent bridal clients—about the event, offering a personal touch with curated recommendations based on past purchases.

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Train your sales team to keep a watchful eye 

Finally, well-trained sales associates play a pivotal role in promoting non-bridal jewelry, especially when they can seamlessly transition from bridal sales to everyday pieces. Training staff to spot cues is essential—like when a client tries on an engagement ring but lingers over a pair of statement earrings.

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Better yet, when associates make a note of these moments, it ensures that the client receives a follow-up text or email with a suggestion to complete the look. Additionally, coaching associates to position non-bridal pieces as versatile, everyday luxury items can help shift the perception that jewelry is reserved only for major life events.

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How clienteling software like Clientbook can help 

Clienteling software is a game-changer for jewelers looking to capitalize on the rise of non-bridal jewelry. With features designed to enhance customer engagement and streamline outreach, Clientbook makes it easy to execute the strategies outlined above.

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• Efficient client segmentation: Use Clientbook to categorize customers based on past purchases, special occasions, and personal preferences. This helps you tailor your outreach and recommend non-bridal pieces that align with their style and buying habits.
  
  
• Automated follow-ups: Clientbook’s automated messaging allows you to stay connected with clients beyond the initial purchase. Whether it’s sending a timely text about a new collection or reminding a customer of an upcoming milestone, you can maintain consistent communication without manual effort.
  
  
• Personalized recommendations: With Clientbook’s AI-driven insights, you can suggest non-bridal pieces that complement past purchases. For example, if a client bought a statement necklace for a birthday, suggest matching earrings for an everyday look.
  
  
• Team collaboration: Your staff can easily make notes and track customer interactions, ensuring that no opportunity for a non-bridal sale slips through the cracks. Associates can quickly see which clients have shown interest in everyday pieces, allowing for more personalized follow-up.
  
  
• Event promotion: Planning a non-bridal event or seasonal promotion? Clientbook helps you segment your invites and follow up with personalized messages, making sure your events are well-attended and drive sales.
  
  

By integrating Clientbook into your strategy, you can make the most of the growing non-bridal market and strengthen customer loyalty.

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Conclusion

The rise in non-bridal jewelry sales is more than a trend—it’s a shift in how consumers shop for and wear jewelry. By segmenting clients, emphasizing self-purchasing, and hosting targeted events, jewelers can leverage this surge to drive repeat business and strengthen customer relationships. And with Clientbook’s AI-powered tools, these strategies become even more effective.

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Want to see how Clientbook can help you target non-bridal jewelry buyers? Schedule a demo today!

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