Demand for children's jewelry made of gold and silver in the e-commerce segment increased by about a third in the first half of 2024 compared to the same period the previous year, analysts at the Alcor jewelry brand reported.
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According to Mikhail Veselov, head of the company's analytics department , the most popular types of products made from both silver and gold are earrings (72%) and pendants (25%). While rings are practically not sold, there is a demand for open-ended, dimensionless rings made of silver, but their share is less than 5% of total sales of children's jewelry.
“This significantly distinguishes the segment of children’s jewelry from sales of “adults,” where rings consistently lead in the assortment structure ,” the expert emphasized.
The most popular type of children's jewelry – earrings – can be divided according to the type of lock. The most popular items are studs, French locks and small diameter congo earrings. While the English lock in children's products is not as popular as in adults – their share is only 6–8%. The majority of sales of diamond jewelry on marketplaces are for items weighing up to 1.5 grams. Lightweight jewelry makes up 42% of the total volume. This is a stable trend that has not changed over the past three years.
The average bill for silver jewelry on marketplaces today does not exceed 1,000 rubles. According to Mikhail Veselov, traditional rings with a single diamond, also known as solitaires (from the French Le solitaire – the only one), consistently lead in sales. However, their share has been decreasing over the past few years due to the growing demand for diamond track rings and pavé rings.
The share of halo design rings (engagement rings with a raised central diamond surrounded by small stones) and trilogy (rings with three inserts) is extremely small and is not yet increasing – their total share is less than 5%. They are probably less likely to be considered as engagements.
Russians prefer to give wedding rings on their wedding anniversary.
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