About 66% Visit Physical Stores for Jewelry Information; Design, Price, and Material Quality Top Priorities

■What do you prioritize when buying jewelry? A survey of real voices from buyers

Jewelry, such as rings, necklaces, bracelets, and earrings, is something that lifts your mood just by wearing it and makes your everyday life a little more special.

You might give it as a gift, or choose it as a treat for yourself.

So, what do people actually prioritize when choosing such jewelry? And how many people have had experiences of being 'satisfied' or 'regretting' a purchase?

This time, in collaboration with 'I-Jewel Planning,' a human resources service specializing in jewelry sales staff, we conducted a survey on 'How to Choose Jewelry and Purchase Awareness' targeting 300 men and women nationwide who responded in a preliminary survey that they are 'interested in jewelry and have purchased it before, or are interested.'

*When citing the content of this press release, please comply with the following:

・State that the source is 'a survey by NEXER Inc. and I-Jewel Planning'

・Include a link to I-Jewel Planning (https://aijewel.co.jp/)

Survey Overview: 'Questionnaire on How to Choose Jewelry and Purchase Awareness'

Survey method: Internet questionnaire

Survey period: May 26, 2026 to June 2, 2026

Survey subjects: Men and women nationwide who responded in a preliminary survey that they are 'interested in jewelry and have purchased it before, or are interested'

Valid responses: 300 samples

Question content:

Question 1: What do you prioritize when purchasing jewelry? (Multiple choice)

Question 2: If you had to choose one most important item, which would it be? Please also tell us the reason.

Question 3: How do you gather information when considering purchasing jewelry? (Multiple choice)

Question 4: Have you ever felt 'satisfied/successful' with a jewelry purchase?

Question 5: In what ways did you feel 'satisfied/successful'? Please share your story.

Question 6: Have you ever felt you 'failed/regretted' a jewelry purchase?

Question 7: In what ways did you feel you 'failed/regretted' it? Please share your story.

*Note: Figures are rounded to the first decimal place, so totals may not equal 100%.

■70.7% cite 'Design/Appearance' as a priority when buying jewelry

First, we asked what people prioritize when purchasing jewelry.

The most common answer was 'Design/Appearance' at 70.7%.

This was followed by 'Price/Cost Performance' at 66.3%, 'Material/Quality (type of metal, gem quality, etc.)' at 36.7%, 'Brand/Name Recognition' at 20.3%, 'Suitability for Lifestyle' at 19.7%, and 'Durability/Long-lasting Use' at 16.7%.

Other results included 'Salesperson's Advice/Proposal Skills' at 4.7%, 'After-sales Service/Warranty' at 3.0%, and 'Other' at 1.7%.

Looking at the top priorities, there is a strong tendency to simultaneously satisfy the two axes of 'visual preference' and 'budget.' It seems that a design one likes is a prerequisite, especially for items worn on the body, and then the balance with the price is carefully considered.

We asked for specific reasons for each, and here are some examples.

Please tell us the most important item and the reason.

・Design. Because I want to wear it daily. (Female, 20s)

・Design. I think it's the most important point that affects my mood and impression. (Female, 30s)

・Quality. Because I want to use it for a long time. (Female, 20s)

・Brand. Because just owning it lifts my spirits. (Female, 30s)

・Material. I want to buy something I like. (Female, 30s)

・Design. For rings, I prioritize whether the stone is set in a way that's easy for daily wear; for necklaces, whether it's easy to put on and take off by myself. (Female, 30s)

Many reasons for prioritizing design included comments like 'it lifts my mood,' 'it changes my impression,' and 'I want to be fashionable.' It seems that jewelry is chosen not only for its appearance but also for the emotional change one gets from wearing it.

On the other hand, those who prioritize quality or material gave practical, long-term perspectives such as 'I want to use it for a long time' and 'consideration for allergies.'

While priorities vary from person to person, the desire to 'choose something I am satisfied with' seems common to all.

■66.0% say they 'visit physical stores' for information gathering

Next, we asked how people gather information when considering a jewelry purchase.

The most common method was 'visiting physical stores' at 66.0%.

This was followed by 'checking official brand or retailer websites' at 27.3%, 'researching review sites' at 22.0%, 'consulting directly with sales staff' at 18.0%, 'asking family/friends/acquaintances' at 10.0%, and 'checking social media like Instagram or Pinterest' at 7.0%.

Other results included 'referring to magazines/catalogs' at 6.7%, 'watching videos on YouTube etc.' at 4.0%, and 'Other' at 3.7%.

Jewelry is a product with much information that is difficult to convey through images alone, such as the texture of materials, actual size, and balance when worn. Therefore, it is thought that the desire to see and touch the product in person is strong, leading to store visits significantly outpacing other options.

While online information gathering is also used, it seems many people take the stance of 'confirming with their own eyes and senses' for the final decision.

■57.0% have had a 'satisfied/successful' jewelry purchase experience

Next, we asked whether respondents had ever felt 'satisfied/successful' with a jewelry purchase.

Among those with purchase experience, 57.0% said 'yes' and 43.0% said 'no,' indicating that more than half have had a satisfactory jewelry buying experience.

We also asked for specific stories about what made them satisfied. Here are some examples.

Please tell us about an experience where you felt 'satisfied/successful'.

・The design was exactly my type. (Female, 20s)

・Wedding ring. It's really simple and I'm still not tired of it. (Female, 30s)

・I once bought a ring from an online shop, and there was no big difference between the product image and the actual ring I received. I was satisfied that it wasn't a bait-and-switch and that the quality was as imagined. (Female, 30s)

・I felt good when I looked in the mirror. When I felt confident in myself wearing it. (Female, 30s)

・I was able to buy a necklace that I can use for both everyday and special occasions. Plus, it was on sale. (Female, 30s)

・I bought a lucky charm bracelet and my luck improved. (Male, 30s)

Experiences of satisfaction included 'finding a design that perfectly matched my taste,' 'being able to use it for a long time,' and 'the recipient was happy when I gave it as a gift.'