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As a special market for children's jewellery, the information in the media, although not much, is growing rapidly. The department's market share is smaller than the Adult jewelry sector. Traditional children's jewellery is generally a baptismal bracelet and a commemorative brooch, but nowadays, children's jewellery is constantly increasing, including earrings and lucky bracelets. In addition, jewellery such as Pandora has become an essential part of sales, mainly for girls aged 12-18.
Macy has sold many diamonds or gemstones made of gold and other precious metals over the years. And Helzberg Diamonds is another example of the US market. The company also has similar products, including earrings, bracelets and necklaces.
The rise of children's jewelry market
The age of jewellery consumers is also very large, ranging from 3 to 20 years old. In fact, a jewelry store owner in New York believes that this market is very stable and has a large sales volume. “I started selling children's jewelry 20 years ago, and the sales figures are rising every year. Frankly, I am happy that there are only a few stores engaged in the children's jewelry business. The industry is highly profitable, and the customers are repeat customers, young people are right. The level of understanding of precious metals and precious stones is incredible.
Of course, the Internet will help them study this problem. In addition, they clearly know what they want to buy and how much they want to spend. Due to the small number of jewellery collections for young girls, there is a high demand for fashionable, high quality jewellery. â€
Another jeweler said that the way to increase sales is to have items in the inventory that meet the needs of various gifts, not just commemorative gifts. Such jewellery is generally cheaper, around $100-300, but the profits are considerable. “The key is to achieve a lot of sales. In fact, in this market, children can't buy expensive things. So we will provide some good things that can make them repeat customers. Of course, parents will also buy gifts for their children. In this case, we will sell more expensive products."
The particularity of the children's jewelry market
An Israeli jewellery seller said, "You must understand that this is a very special market, especially on sites like eBay and Etsy. It is impossible to include these products in general merchandise and use a one-size-fits-all approach. The method of selling them. You must understand which types of products can enable young people to generate demand at all times. You must pay attention to the trends of the Internet, social networks and TV popular programs.
It's hard to predict what the next trend is because young people's tastes are very different. On the other hand, if you see a high demand for a certain commodity and start to purchase a large amount of goods, you will end up leaving a large amount of inventory that cannot be sold because the demand is very fragile. Fashion is changing every day, and if you buy something that you can sell, you can only sell it at a lower price. â€
“For example, earrings and adjustable bracelets have a high demand for a long time,†says a retailer in New York. “The sales of jewelry or custom jewellery that can be engraved on it are better. It also gives retailers the opportunity to add emotional value to their sales. 925 purity children's silver bracelets and women's bracelets sell well, while rose gold is also selling well, because girls like shiny pink jewelry."
Children's jewelry is distinctive and colorful
Some jewelers, such as Ikecho Pearls Australia, have started selling children's pearl jewelry. People may initially think that these jewellery are not in demand among children because people generally think that they look so conservative and more suitable for older women. But the truth is, they do have a distinct personality, which is quite different from the traditional style. This also gives parents more choices when preparing to commemorate jewellery.
The 925 silver enamel jewellery designed by Pia & Per in Norway is also very popular among young people. A jeweler believes that it is the brilliant colors and strong metal that make these jewelry sales hot. She added that it is important to show these jewelry to the children at a reasonable height.
Children's consumption behavior is faster
"If they see something beautiful, they will say to their mother, 'I want this,' and then I will get this accessory," she said. "I like children to come to the store because you know that once the child looks at a certain Jewelry, the store will sell immediately. They will quickly decide what they like, which is different from adults. They usually browse things, consult with their friends, and browse social networks to understand fashion trends."
Parental decision-making plays a decisive role
Brands should also pay attention to this social network, see what new and popular things are, keep track of trends, and what do children talk about on campus? If retailers don't understand the habits of this generation, don't study this group, or even know what the demand is, they won't have sales. Of course, this is complicated, because the parents who decide the final decision will consider the price, quality, security and whether the jewelry is suitable for children. â€
Understand the online buying habits of children and young people
Given that children and adolescents prefer to buy goods online, they have a better chance of completing purchases without parental intervention and parental supervision, so children's jewelry may grow rapidly.
There are already many websites that allow people to sell their products to their peers, such as Depop, a mobile app for purchase. The mobile phone carrier's trading platform has 7 million users worldwide, and nearly 15% of them are teenagers under the age of 16.
Looking ahead, it seems obvious that the children's jewelry market will continue to expand, especially considering the growing emerging markets and their tendency to follow Western society. Consumer trends generally have to focus on young people, so all children associated with them can gain momentum, and younger teenagers want to imitate their idols, so this trend will continue to develop.
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