Experts have estimated the demand for talisman jewelry among Russians

The leaders in terms of sales dynamics in the jewelry market this year were good luck charms. This was told by experts of the Department of Analysis and Forecasting of 585*GOLD based on the analysis of jewelry sales this year.

Pendants with letters were purchased by about 60,000 people this year, and the average check for such jewelry was 3,431 rubles. It is believed that a pendant with the letter of one's name protects and brings good luck. The most popular among Russians this year were the letters "A" (28% in sales of jewelry with letters), "E" (10%), "V" (9%), "N" (8.4%) and "M" (8.3%), which were more often purchased in St. Petersburg, Novosibirsk and Rostov-on-Don.

Symbols of love - hearts and keys - in "585*GOLD" showed an increase in sales by 4% and turned out to be the second most popular talismans, and the most popular were heart pendants. They were most popular in St. Petersburg, Novosibirsk and Yekaterinburg.

The popularity of horoscopes among the clients of "585*GOLD" is confirmed by the consistently high demand for pendants with zodiac signs. More than 21,000 people bought astrological talismans this year. St. Petersburg became the leader in the number of sales.

To the jewelry-talismans experts also attributed the symbols of good luck - horseshoe and clover. Pendants with these signs in 2024 showed the greatest increase in sales (by 35%) among talismans, with horseshoe pendants showing high popularity and dynamics with a 59% increase in demand. In addition to the leading cities (St. Petersburg and Novosibirsk), the horseshoe mascot was chosen in Moscow, Sochi, Omsk and Tyumen, and the four-leaf clover is preferred in Krasnoyarsk, Krasnodar and Volgograd.

The fifth most popular in the rating are mascots of family and motherhood. The most popular among them was the tree of life. In the Year of the Family, these products showed a 25% increase in sales.