Exploring the Mid-Range Jewelry Market: A Growing Segment

• The jewelry market is seeing growth in mid-priced pieces ranging from £10,000 to £100,000, with brands like Cartier, Gucci, and Louis Vuitton expanding their offerings.
• This segment balances high craftsmanship and accessibility, attracting new clients and contributing significantly to brand turnover.

The jewelry market has included a mixture of luxurious jewelry and inexpensive pieces. A new trend is gaining momentum in the middle-price segment, focusing on those who are willing to invest between the price of £10,000 and £100,000. This trend is growing due to renowned brand names and designers from independent companies alike.

The event took place during Milan Design Week, Cartier introduced its Tressage collection. Prices start at £11,400. Gucci was next with its Flora collection that showcases the pave diamond and vibrant gemstones. Louis Vuitton introduced LV Diamonds which featured custom-cut diamonds reflecting the logo of the brand.

They are adjusting their designs to the changing times by improving entry-level designs as well as making expensive jewelry easier to access. Bulgari’s Serpenti collection and Chaumet’s core collections–Josephine, Bee My Love, and Liens–demonstrate this approach.

The mid-priced jewelry market now accounts for approximately a fifth of the merchandise offered by French companies. Claudia D’Arpizio from Bain & Co. states that this category can account for 70 percent to 70% of a company’s revenue, and attributed its growth to the overall expansion of the jewelry industry. Post-Covid, premium jewelry has been thriving, while expansion in other parts of the market is caused by strategies of brands.

Its Cynthia Tabet emphasizes that mid-priced jewelry spans various categories, drawing new buyers and showcasing the company’s distinctive craftsmanship. In celebration of the 150th anniversary of the brand, Piaget unveiled a new Possession collection that combines entry-level models with the latest methods.

In terms of financials, jewelry that is mid-priced can yield substantial returns having fixed costs that ensure profits. But competition can be fierce particularly from jewelers who are independent such as Fabio Salini as well as Lily Gabriella, who cater to loyal customers who want custom-designed pieces.

Making mid-priced collections is about the balance between aesthetics, quality, as well as cost-efficiency. As per Di Roberto, the goal is to showcase the uniqueness of a brand’s style and quality within an acceptable price range. This demonstrates that the best quality is found somewhere between the extremes.