The Centurion 2012 Luxury Bridal Jewelry Survey

Dear Prestige Jeweler,

The Centurion Newsletter is conducting a comprehensive survey of the luxury bridal jewelry market. All answers will be kept strictly confidential and findings will be reported in the aggregate only. Please take a few moments to answer this survey so we can better analyze the bridal market for better jewelers and bring you the most accurate information possible. The survey should take about 10 minutes to complete.

Thank you in advance for your participation.

Warmest regards,
Howard Hauben
Publisher, The Centurion Newsletter

Question Title

* 1. Your store name and location (this will be kept confidential).

Question Title

* 2. What is your best-selling price range for engagement rings?

Less than $3,000

$3,001 - $5,000

$5,001 -$7500

$7501 - $10,000

More than $10,000

Other (please specify)

Question Title

* 3. Within your best-selling price range, what is your best-selling average price?

Question Title

* 4. How does this compare with your best-selling price point two years ago?

A little higher

A lot higher

Same

A little lower

A lot lower

Question Title

* 5. What is your best-selling center stone size for an engagement ring?

Question Title

* 6. Has this changed in the past two or three years? Please check all that apply

Bigger center stones

Couples want a bigger look for the total ring, but they get it via the setting, not necessarily a larger center

More couples are trading down in quality to get the larger size they want

More couples are trading down in size to get the better quality they want

No significant change in the past few years

Couples are spending less than they did a few years ago, and they know it means a smaller ring

Other (please specify)

Question Title

* 7. What do couples choose most often for a setting?

Diamond setting

Plain solitaire setting

Textured, engraved, or other patterned metal, no diamonds or stones

Accent stones, non-diamond

Other (please specify)

Question Title

* 8. What percentage of your sales come from each of these categories:

Designer or branded lines (i.e. Hearts on Fire, Ritani, Verragio, etc.)

Non-branded lines

Estate or vintage

Other (please specify)

Question Title

* 9. Among couples choosing a designer or branded setting, what percentage already know what brand they want before coming to your store?

Question Title

* 10. What's the most common scenario for a couple that comes in looking for a specific ring?

They have an ad or photo and want only that ring and no other--so if you don't have it or can't get it, they will leave and go elsewhere

They come in with an ad or photo of a specific ring but end up buying another style of the same brand

They come in with an ad or photo of a specific ring but end up buying another brand altogether

They come in looking for a particular brand but they don’t have a specific ring in mind

Other (please specify)

Question Title

* 11. What is your best-selling bridal jewelry brand?

Question Title

* 12. What would you estimate to be the average age of most of your bridal customers?

Question Title

* 13. Do you often get price resistance or surprised reactions from couples over prices for diamonds, metals, or semi-mount settings?

Yes

Question Title

* 14. If yes, what's the bigger price surprise or resistance, the center stone or the setting?

Center stone

Designer setting

Non-designer setting

Gold

Platinum

Other (please specify)

Question Title

* 15. On average, how much do couples spend for their wedding bands?

Bride's band

Groom's band

Question Title

* 16. With all its publicity, do you ever get questions from customers about the price of gold?

Yes

Occasionally

Other (please specify)

Question Title

* 17. What brings the most bridal traffic to your store?

Local print advertising (includes newspaper, magazine, community flyer, direct mail)

Local broadcast advertising (includes TV, cable, radio)

Found you through online search

Facebook

Found you through mobile search

Referral from family or friends

Question Title

* 18. Do you serve many same-sex couples looking for wedding or commitment rings?

Yes, often

Occasionally

No, never