The demand for budget jewelry has increased in Russia

From January to May 2025, sales of jewelry priced up to 1.5 thousand rubles increased by 19% compared to the same period last year, according to a study by the SOKOLOV analytical center. The data was reviewed by Izvestia on June 17.

The largest increase in the number of purchases was recorded in Kaliningrad — by 4.6 times. There was also a significant increase in demand in Voronezh (2.3 times) and Chelyabinsk (2.2 times).

In monetary terms, the dynamics turned out to be even more noticeable: the overall growth was 24%, with sales peaking in April. Kaliningrad became the leader again, where volumes increased almost 4.7 times. It is followed by Voronezh and Ufa (2.3 times), as well as Chelyabinsk (2.2 times).

The average bill for jewelry has also increased to 1.5 thousand rubles. The largest growth was recorded in Omsk and Kazan (+13%), and in Krasnodar — by 10%. The highest average receipts in this segment are in Moscow (987 rubles), St. Petersburg (980 rubles) and Sochi (974 rubles). They spend the least in Tyumen (899 rubles), Ufa (886 rubles) and Perm (881 rubles).

Analysts note that Russians most often bought inexpensive chains, rings and earrings. Silver is the leader among the materials, including gold-plated and rhodium-plated. Cubic zirconia, natural diamonds, enamel and pearls have become popular inserts.

"Despite the rise in gold prices, the market remains stable: the general consumer interest in jewelry is not decreasing, and the turnover continues to grow. We are witnessing a shift in demand towards more affordable segments — these are silverware, including gold—plated versions, as well as jewelry of lower weight and concise design," summed up SOKOLOV Product Director Elena Rakutina.

Earlier, on February 13, it was reported that among the men surveyed, 38% of respondents usually bring flowers on a date, 16% come without a gift, and 25% give something only in honor of the holiday. However, 43% of Russians come to such a meeting without a gift, and 37% make surprises exclusively on holidays. This is stated in the results of a study by experts of the Humopeu wallet and the Check Index analytical resource of the OFD Platform.