The preferences of Russians when choosing jewelry for Mother's Day are named

On Mother's Day, many Russians choose gifts at the last moment, and most often the choice falls on universal jewelry. As SOKOLOV Product Director Elena Rakutina told Izvestia on November 28, such products remain the most in demand on this holiday.

According to the company's survey, 70% of Russians remember it only on the date of the holiday itself, mainly due to publications in the media. As a result, many people decide on a gift at the last moment: 45% take the first option they like, and 52% admit that ideas come after watching social media. Flowers (60%), jewelry (37%) and cosmetics (20%) are traditionally in the highest demand. On Mother's Day, the demand for jewelry in SOKOLOV retail stores traditionally grows by 5-7% compared to the monthly average.

"Pendants are perceived as a universal gift: they are easy to combine with any wardrobe, and they are suitable for most women. This explains the steady demand for them during the seasonal holidays," Rakutina said, stating that products made of yellow and white gold, including those with enamel or small stones, are most popular.

Bracelets occupy the second place in demand, and thin models for daily wear are of particular interest. Buyers are more likely to pay attention to jewelry made of gold and silver, as well as models with the possibility of personalization.

Mother's Day: history, traditions, modern trends

Jewelry engraving is becoming an increasingly popular way to make a gift special. Husbands, sons, and loved ones add initials, important dates, short inscriptions, or symbols to give the decoration a personal meaning.

"Most often, children's initials or short inscriptions are engraved. Personalization through engraving transforms a gift from a standard one into a truly meaningful one. This is a way to show attention and care," the expert noted.

If the tastes of the donor and the mother differ, models of a neutral shape — a circle, a drop or geometric shapes - become a universal solution. Such jewelry lacks a pronounced style, which reduces the risk of making a wrong choice. Taking into account the differences in preferences between generations, modern versions of the classic design are considered optimal: pendants with one stone or laconic models in the shape of a circle, drop, diamond. They are suitable for any jewelry wardrobe and remain relevant regardless of fashion.

A popular trend over the past year has been a motif combining different shades of metal. This solution allows you to wear the product simultaneously with gold and silver jewelry, adjust it to your mother's individual style and preserve the overall symbolic character of the gift.

On November 27, the analytical agency VMT Consult and the charity project Svobodnaya Liniya conducted a study and found out how Russians plan to spend Mother's Day. According to the survey, 22% of participants plan to celebrate this holiday on the last Sunday in November, 53.7% are not going to celebrate, and 24.4% have not yet decided. At the same time, 58.5% of respondents intend to congratulate their mother, regardless of their own plans for the holiday. The majority of participants are women, 87.8% of them.

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