Jewelry Categories

About half of US consumers buy jewelry every year. They make their purchases in retail settings ranging from discount stores to luxury venues. Retailing includes television shopping channels, websites, discount and mass merchandisers, department stores, independent and chain jewelers, and others.

In the US market, jewelry is divided into three categories:

  • Fine jewelry
  • Bridge jewelry
  • Fashion or costume jewelry

Fine jewelry is made of 14K or finer gold, sterling silver, or platinum. If it contains gems, they’re high quality and usually of substantial size. Bridge jewelry is the category in between. It’s made of gold that’s less than 14K or lightweight 14K, gold-filled metal or sterling silver, and with or without lower-quality gems. Fashion or costume jewelry might be made of base metals, plastic, wood, or other common materials, with or without sterling silver or gold plate. If it’s set with gems, they might be laboratory-grown or imitations.

No matter where customers shop and what categories of jewelry they buy, they have certain common motivations. Jewelry salespeople who understand those motivations, genuinely like people, and know their products can do a better job of serving their customers and enjoy great success in jewelry sales.

Eric Welch/GIA
Many customers prefer “brick-and-mortar” retail stores because they provide personal service. They also like to be able to touch and try on the jewelry they’re about to purchase.