Jewellery statistics

What will you find in a Brit’s jewellery box?

For the things that aren’t easy to express, say them with jewellery. From wedding rings to gold bracelets, these ornate gifts can be used to celebrate any special occasion. Beyond making lovely gifts, jewellery is also an excellent treat to yourself and is the perfect way to top off your looks.
We found that, as well as silver jewellery being the biggest money maker (at £2.5 million) in 2018, “silver earrings” is also the most searched jewellery term in 2019. Whether by popular demand or due to being a more cost-effective option, silver jewellery is likely to make up a large portion of the growing jewellery market.

The jewellery market

The jewellery market has shown continuous growth, with a 6.8% increase in retail sale value in 2018 compared to the previous year. Explore how the number of sales and sales value have changed up until 2018 using the graphs below.

How spending on jewellery changed over time

The amount of money people are forking out on expensive jewellery has increased steadily over the past decade. The annual expenditure spiked in 2018, reaching £13.9 billion. From 2013, the average year-on-year increase has been 14%.

Year Expenditure
2005 £7.6bn
2006 £8.0bn
2007 £7.6bn
2008 £7.4bn
2009 £6.7bn
2010 £6.8bn
2011 £7.4bn
2012 £7.7bn
2013 £7.4bn
2014 £8.3bn
2015 £8.9bn
2016 £9.4bn
2017 £11.9bn
2018 £13.9bn

Value change in retail sales

The changes in retail sales on the previous year are presented below. 2017 experienced the greatest increase in retail sales on 2016, with 16.9% more sales in this year. Following from this growth, 2018 saw a further 6.8% increase in value.

Year Percentage change
2010 13.6%
2011 7.2%
2012 -1.5%
2013 9.9%
2014 3.9%
2015 -2.8%
2016 9.3%
2017 16.9%
2018 6.8%

How much do people spend on jewellery?

In 2018, the majority of people are spending less than £100 on their jewellery purchases. The amount people spend is highly dependent on the material that the jewellery is made from, as illustrated below.

Amount spent

The vast majority of people in 2018 spent less than £100 on their jewellery purchases. The number of people spending less than £100 is 9.8 times the next largest group of spenders. In 2018, there were 124,000 people also spending in the £100–£199 and £500 or more categories. This suggests that while it is most likely for people to buy cheaper jewellery, the high luxury jewellery bracket still makes up a large section of spending.

Amount spent Number of people
Under £100 1,220,000
£100-£199 124,000
£200-£349 77,000
£350-£499 43,000
£500 or more 124,000

*Note: this data set is based on jewellery purchased excluding gold, platinum and silver

Spending depending on type of jewellery

The amount spent on three different categories of jewellery in 2018 is presented below. Unsurprisingly, the amount spent on each of the types of jewellery is reflective of the materials they are made out of.

Out of all the people buying silver jewellery, 65% of people (1.56 million people) bought jewellery which was under £100. The opposite was found with gold or platinum jewellery made with diamonds as half of all purchases cost £500 or more. Therefore, people are more likely to be buying silver jewellery for their everyday jewellery and diamond encrusted jewellery to shell out for special occasions.

Amount spent Gold or platinum with diamonds Gold or platinum without diamonds Silver
Under £100 104,000 238,000 1,560,000
£100-£199 144,000 159,000 436,000
£200-£349 155,000 137,000 157,000
£350-£499 173,000 189,000 81,000
£500 or more 547,000 292,000 175,000

The biggest jewellery brands

Pandora is the most searched jewellery store in 2019 so far, with having 1.5 million searches. This is a significantly larger number of searches than all other jewellery stores, being at least four times the number of searches than for all other stores.

Brand site Number of searches 1,500,000 368,000 301,000 301,000 246,000 201,000 165,000 135,000 110,000 90,500 74,000 74,000 60,500 60,500 33,100

The most searched jewellery keywords

The popularity of jewellery search terms is represented by the size of the font. Compared to the second and third biggest jewellery search terms, silver earrings has a 50% increase in number of searches. Following silver earrings, rose gold jewellery and women’s earrings also proved to be very popular, with 6,600 searches each.

Keyword Monthly searches
Silver earrings 9,900
Earrings for women 6,600
Rose gold jewellery 6,600
Earrings for girls 3,600
Gold cross necklace 2,900
Sterling silver hoop earrings 2,900
Stud earrings for women 2,400
SIlver pendant necklace 2,400
Teardrop earrings 1,600
Ladies earrings 1,600
Gold cuff bracelet 880
Cubic Zirconia earrings 720


Office for National Statistics
Kantar Media

Click here for more research. For all media enquiries, please contact:

Matt Mckenna
UK communications manager
T: +44 20 8191 8806

Related articles

Jewellery promotions and deals

Jewellery promotions and deals

Looking for a discount on your next jewellery purchase? Check out our list of handy discount codes for a whole bunch of jewellers and save on your next order.

Read more…

More guides on Finder

  • Jewellery promotions and deals

    Looking for a discount on your next jewellery purchase? Check out our list of handy discount codes for a whole bunch of jewellers and save on your next order.

Ask an Expert

You are about to post a question on

  • Do not enter personal information (eg. surname, phone number, bank details) as your question will be made public
  • is a financial comparison and information service, not a bank or product provider
  • We cannot provide you with personal advice or recommendations
  • Your answer might already be waiting – check previous questions below to see if yours has already been asked provides guides and information on a range of products and services. Because our content is not financial advice, we suggest talking with a professional before you make any decision.

By submitting your comment or question, you agree to our Privacy and Cookies Policy and Terms of Use.

Questions and responses on are not provided, paid for or otherwise endorsed by any bank or brand. These banks and brands are not responsible for ensuring that comments are answered or accurate.
Go to site