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HomeJewelry22 Causes for Declining & Thriving Jewellery Gross sales in 2022

22 Causes for Declining & Thriving Jewellery Gross sales in 2022


22 reasons rev2

Within the early years of my profession, I used to be exhibiting at 15 wholesale reward reveals a yr. There have been many hours throughout these lengthy tradeshows when distributors would depart their cubicles and chat with different enterprise homeowners about why the present was so sluggish. “Possibly it’s the climate,” or “the tremendous bowl begins at this time at 2:00 pm!” All of us wished to make sense of why gross sales had been down and the present turnout was low.

30 years into my profession as a provider for companies, I’m nonetheless experiencing the ebb and stream of gross sales and making an attempt to make sense of it. Some prospects have skilled a major decline in gross sales this 2022 vacation season, whereas others have thrived.

Let’s think about we’re out within the aisle of a tradeshow chatting it up. You might should be reminded that there are causes to your decline which are past your management. What you possibly can management is the way you stream with the ever-changing panorama.


12 Causes Jewellery Gross sales Declined in 2022.

I reached out to a number of Nunn Design prospects for his or her enter. My hope is that by listening to from different makers and from my very own years of knowledge to supply, it is possible for you to to have a higher perspective about what you are promoting.

Let’s begin with causes for potential decline.

cameoko jewelry 311151491 195774159575029 8129950091009774195 nCredit score: @cameoko_jewelry


1. Incorrect Gross sales Information.

Right here at Nunn Design, we took our 2020 and 2021 gross sales out of our averages and created a brand new baseline for our gross sales based mostly off the 5 earlier years. This gave us a extra correct base to actually see what was occurring gross sales clever. In case you are evaluating your present numbers to the loopy busy yr you had promoting on-line in 2021, you could be your gross sales information with out taking all the things into consideration.

littlebluebusjewelry 318320376 708168237174495 2957830238248365034 n l
Credit score: @littlebluebusjewelry


2. Lock-Down Purging

Donation facilities throughout america had been overflowing in the course of the pandemic. Cleansing and purging turned a serious focus for a lot of, which dovetailed properly with Marie Kondo’s guide: The Life-Altering Magic of Tidying Up. I imagine customers had time to guage their lives and take into consideration what they surrounded themselves with. The considered not accumulating extra “stuff” remains to be recent of their minds.

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Credit score: @seedandsoil_shop


3. Varied Timeframes of Covid Re-Openings

Throughout the globe, completely different states and international locations have decreased their Covid mandates. It’s onerous to understand how your gross sales evaluate with others if you happen to aren’t taking this into consideration.

“For me, gross sales have been down a bit from final yr (which can have been my greatest gross sales ever). I promote largely in particular person at gala’s and festivals and I feel perhaps everybody was so excited to be out final yr after Covid. Issues are extra again to regular this yr for me.”

– April of April Hiler Design

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Credit score: @aprilhilerdesigns


4. Stimulus Cash Gone Bye-Bye

Many People had been receiving considerably extra money via their unemployment funds and different authorities stimulus packages. When that got here to a detailed, non-essential procuring slowed.

“This vacation season is a bit slower for me than final yr. Final yr although was a banner yr for me, and for a lot of of my colleagues at Portland Saturday Market. I feel a part of that needed to do with all of the stimulus funds that had been on the market.”

– June of Moth and Twig

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Credit score: @mothandtwig


5. The Financial system

I do know that this one is clear. Gas prices, metallic prices, meals prices, all of them contribute to rising prices and our cash not going as far. Additionally, many are witnessing their retirements considerably lower. All of this provides to a tightening of spending.


6. Shopper Experiences

This yr, my household just isn’t exchanging presents. We’re going to journey over the vacations and give attention to experiences. I imagine that many individuals are making that selection now that many elements of the world are opening again as much as tourism.


7. Social Media Decline

“Instagram was a good way for many people to market our items to our prospects for thus lengthy and that has utterly modified. Actually, solely about .5% of my followers are even seeing my posts any extra.”

– Kari of Mile Excessive Beads

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Credit score: @milehighbeads

“Each my Fb and Instagram gross sales and referrals to my web site are down. Fb is down 29% and Instagram is down 5%.

– Brandi of Little Blue Bus

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Credit score: @littlebluebusjewelry


8. Retailers Having Overstock

“Thus far this vacation season gross sales have been down. Retailers are putting orders however they’re smaller compared to years previous, looks like they’re being very cautious in spending or have already got loads of stock available.”

– Camille of Cameoko Jewellery

cameoko jewelry 314677159 169471945700493 23435989305141010 n
Credit score: @cameoko_jewelry

“I’ll say that wholesale was positively ‘quieter’ not as many reorders as soon as the season started and never as many new accounts. My longer-term accounts are nonetheless strong although. Store homeowners are positively being extra cautious notably with non- necessities, like jewellery.”

– Susan of joeyfivecents

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Credit score: @joeyfivecents


9. Customers Are Ready For “A Deal”

“Individuals are attempting to haggle and get offers this yr than ever earlier than. We don’t haggle or give reductions except it’s army, in order that has been fascinating to navigate. I’ve carried out a number of official wonderful arts reveals and so they have been the worst for that, which is totally sudden.”

– Jensa of Jensa Jo’s

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Credit score: @jensajos


10. Oversaturation of Reveals

“From my in particular person reveals, gross sales have additionally been down. Maybe the place I’m at right here in Atlanta, there’s a saturation of makers. There’s a market each weekend now so consumers are much less enthusiastic about them.”

– Camille of Cameoko Jewellery

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Credit score: @cameoko_jewelry


11. Horrible Climate

“One of many greatest points this vacation season has been the climate. Many of the markets that I do are outdoor (even the indoor ones get affected) and it has been one wet/windy season! That is an apparent deterrent to procuring generally.”

– Susan of joeyfivecents

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Credit score: @joeyfivecents


12. Delivery Prices

“Individuals do NOT wish to pay delivery, however after I provide offers free of charge delivery, I see extra orders coming in.”

– Brandi of Little Blue Bus

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Credit score: @littlebluebusjewelry


10 Causes Jewellery Gross sales Elevated in 2022

Not all of our prospects are seeing a decline of their companies. The aim of sharing what’s working is that will help you be impressed, to present you hope and that will help you select optimism in a sea of stories that doesn’t put it up for sale.

1. Selective within the Reveals Attended

“This yr I made the choice to proceed with occasions the place my previous break even quantity are met and exceeded, advertising is on level by the organizer and anticipated of individuals, and consumers vs numbers coming via the door are proportionate.”

– Janet of Sistas with Unhealthy Habits

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Credit score: @sistaswithbadhabits


2. In Individual Reveals and Gross sales

“We do a ton of fall artwork reveals, boutique pop-ups, I provide FaceTime procuring appointments and publish to social media each single day. I feel my attain has elevated once more this yr due to in particular person procuring”.

– Jensa of Jensa Jo’s

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Credit score: @jensajos


3. Personalize the Expertise

“My attraction bar (the place prospects create their very own jewellery) is by far the very best income maker this yr. Prospects wish to store native, small and construct relationships with us distributors. They need a customized experience- one the place they’ve had a hand in creating the acquisition. Uniqueness and personalization is excessive on their want record in addition to with the ability to contact and really feel the product.

I can’t let you know what number of youngsters have been dropped at my sales space to select the proper charms for his or her beloved elders. After I assemble their choices the look on their face is priceless. It’s the look of delight realizing they ‘made’ that necklace for Grandma and she or he’s going to find it irresistible. I at all times hand the bundle to the little shopper to finish the acquisition. They’re all completely giddy that they get a bag.”

– Janet of Sistas with Unhealthy Habits

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Credit score: @sistaswithbadhabits


4. Be Skilled

“Individuals are holding their cash shut in these financial occasions. Many come by to look after which stroll away. I thank EVERY particular person for trying with a smile. It actually shocks folks as I can see them soften of their stance, smile again and make a constructive remark about my work. Many then seize a card off the desk. Extra come again to make a purchase order after perusing the opposite distributors. I’ve to suppose it’s as a result of I worth them whether or not they purchase from me.”

– Janet of Sistas with Unhealthy Habits

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Credit score: @sistaswithbadhabits


5. Number of Worth Factors

“I’ve labored slightly on providing a model with out the crystal on earrings or some choices which are slightly decrease priced and that’s carried out fairly properly.”

– Jensa of Jensa Jo’s

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Credit score: @jensajos


6. Provide Different Gadgets

“This years sizzling non-jewelry gadgets are bookmarks.”

– Janet of Sistas with Unhealthy Habits

Sistas with Bad Habits
Credit score: @sistaswithbadhabits


7. Provide Worth Added Options

“Reward units!!! I put collectively some reward units and so they have been extremely popular. Individuals love with the ability to get an entire reward carried out at one place.  I’m additionally providing reward containers or wrapping for an up cost. Once more, prospects need ease of reward giving.”

– Summer time of Leo and Lynn

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Credit score: leoandlynnjewelry


8. Provide a Full Assortment of Jewellery

“Narrowing my focus and rising my model energy has helped rather a lot.  I’ve been getting repeat prospects who purchased from me final vacation season and wish to get one thing else this yr.”

– Rebecca of Rebecca Noel Design

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Credit score: @rebeccanoeldesigns


9. Provide Personalized Jewellery

“I’ve had a rise in customized order requests, and that partially has been resulting from rising my enterprise in Ohio since I moved right here in summer time of ’21.  My customized orders come from three categories- bridal bouquet flowers, funeral flowers, and memorial necklaces from pets with their hair.  Individuals like having a technique to hold their reminiscence shut.”

– Rebecca of Rebecca Noel Design

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Credit score: @rebeccanoeldesigns


10. Deal with Jewellery to Take pleasure in 12 months Spherical

“My bestsellers stay designs that may be worn yr spherical, much less focus or curiosity from prospects on vacation or seasonal particular designs.”

– Summer time of Leo and Lynn

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Credit score: leoandlynnjewelry


Nunn Design is frequently altering. There may be an ebb and stream to the rhythm of our enterprise that we are able to’t management. We will reply in methods which are proactive, optimistic and inventive to maintain shifting us ahead.

Thanks for letting us be a part of your artistic enterprise.


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