Jewelry Store Video Statistics

Key takeaways

1. In our November 11, 2026 read of YouTube’s 524 most-viewed ‘jewelry store’, ‘engagement ring’ and ‘diamond ring’ videos, jewelers and jewelry stores speaking as themselves drew 36.3% of on-topic views, the largest single group; creators of every kind together drew 44.5%. (Mark Studios) See details
2. Three jeweler channels led the on-topic views and drew 16.3% between them; a New York Diamond District jeweler alone drew 6.1%. (Mark Studios) See details
3. Songs crowd out jewelers in a view-sorted search: 45 song and lyric videos drew 39.2% of all views in the sample, and off-topic videos took 65.9% of the ‘diamond ring’ list’s views. (Mark Studios) See details
4. Videos of 60 seconds or less were 56.4% of the on-topic videos and drew 71.1% of their views. None of the 23 proposal and reveal titles came from a jeweler. (Mark Studios) See details
5. The 16 U.S. jeweler channels in the sample uploaded at least 2,045 videos in a year; the median channel posted 145.5. (Mark Studios) See details
6. BLS counted 20,320 private U.S. jewelry retailers with employees in 2025 (NAICS 458310, which also counts watch retailers and online-only sellers), 5.9% fewer than in 2014; Florida had 2,028. (BLS) See details
7. County Business Patterns counted 19,897 U.S. jewelry stores with paid employees in 2023, 32.5% fewer than the 29,459 of 1997. (Mark Studios, from Census) See details
8. In 2023, 73.5% of U.S. jewelry businesses had no paid employees, and Nonemployer Statistics counted 57,102 owner-run jewelry retailers in 2024 (a count that includes online-only sellers). (Mark Studios, from Census) See details
9. Palm Beach County had 13.20 jewelry retailers with employees per 100,000 residents in 2025 and Martin County 13.23, against 9.69 in Broward County and 5.95 nationally. (Mark Studios, from BLS and Census) See details
10. Signet Jewelers, owner of Kay, Zales and Jared, said about 27% of its fiscal 2026 merchandise sales contained lab-grown diamonds, up from about 17%, and spent $555.0 million on advertising. (Signet Jewelers) See details
11. The “three months’ salary” rule has no readable source: the oldest wording we found is a 1980s De Beers line about two months’ salary. BriteCo, an insurer, puts the average insured engagement ring at $6,504 in 2025. (Mark Studios) See details

Who gets the views on YouTube's most-viewed jewelry store, engagement ring and diamond ring videos?

Jewelers speaking as themselves drew the largest single share, but creators drew more in total. In our November 11, 2026 YouTube Data API read of the most-viewed videos for 'jewelry store', 'engagement ring' and 'diamond ring', jewelers and jewelry stores drew 36.3% of the on-topic views. Creators of all kinds drew 44.5%: general, comedy and stunt creators 25.0%, lifestyle and shopping vloggers 15.5% and jewelry creators and reviewers 4.0%. Jewelry brands and online sellers drew 12.8% and news, TV and media 5.9% (our calculation).

This is a view-sorted global search snapshot, not a census of jewelry video: we took YouTube's 200 most-viewed results for each phrase that day, 524 unique videos from 387 channels with 4.92 billion lifetime views (4,923,569,484). 431 of them were about jewelry, jewelry stores, jewelers, engagement rings or diamond rings, and they drew only 50.6% of all views in the sample; the median on-topic video had 1.89 million views (1,890,526) (our calculation).

Jewelers uploaded 110 of the on-topic videos. The three most-viewed channels were all jewelers and drew 16.3% of the on-topic views; the ten most-viewed drew 37.4%. TraxNYC, a jeweler in New York City's Diamond District, led with 6.1%, and Christine Jewellers, a family jeweler in Canada that tests diamonds on camera, drew 5.9% (our calculation).

Each phrase pulls a different crowd. In the 'jewelry store' list, jewelers drew 43.6% of the on-topic views and news, TV and media 12.6%, from 34 media channels, most of them reporting robberies and thefts. In the 'engagement ring' list, general, comedy and stunt creators drew 31.7%, about the same as jewelers (31.3%). In the 'diamond ring' list, jewelers drew 44.5% and jewelry brands and online sellers 19.6% (our calculation).

How much of YouTube's "diamond ring" results is about jewelry?

Three quarters of the videos, but only about a third of the views. 24.5% of the unique videos YouTube returned for 'diamond ring' on November 11, 2026 were off-topic, mostly songs and lyric videos, and they drew 65.9% of that list's views. Across the whole sample, 45 videos were songs or lyric videos, such as 'Diamond Ring' and 'Diamonds', and they drew 39.2% of all views. The 'engagement ring' list was 11.5% off-topic (23.4% of its views: ring-platter crafts, TV serials and songs), and the 'jewelry store' list 13.0% (13.1% of its views), including 11 video-game jewelry-store heists and 8 ASMR roleplays of a pretend jewelry shop. 3 videos in the sample were set as made for kids (our calculation).

Where are the channels behind the most-viewed jewelry videos?

Mostly outside the United States. Channels placed in the United States by their own text or country setting drew 34.3% of the on-topic views in our November 11, 2026 sample, from 89 channels; channels that state no country drew 17.0%, and channels placed in other countries drew the rest. 16 jeweler channels were U.S.-placed, and they drew 15.2% of the on-topic views; 21 were placed in India (our calculation).

3 channels name a Florida place: one jeweler, one beach metal detectorist and one TV news station. The jeweler is JR Colombian Emeralds, an emerald wholesaler with a store and custom jewelry in Jupiter, in Palm Beach County; its one sample video, a convertible ring short, had 3.77 million views (3,771,207). No channel names Broward or Martin County.

How long are the most-viewed jewelry videos, and what are they about?

Most are a minute or less, and those draw most of the views. 56.4% of the on-topic videos in our November 11, 2026 sample ran 60 seconds or less, and they drew 71.1% of the on-topic views. The median short one had 2.34 million views (2,339,069), against 1.33 million (1,334,129) for the median longer one. 58.2% of the jewelers' own videos were that short, and 95.2% of the brands' and online sellers' (our calculation).

Bench work leads for jewelers. 40 on-topic titles named making, custom work, repair, resizing or a transformation, with 16.1% of the on-topic views; 27 of them were the jewelers' own. 42 named buying advice, diamond testing, a comparison or a style guide (11.9% of views), 19 of them by jewelers. 64 named a price, a cost or a money figure (8.9%). 23 named a proposal, an engagement, a ring ceremony or a surprise reveal (12.1%), and 0 of those were the jewelers' own: proposal and reveal titles came from creators, vloggers, private and family uploaders and brands. 28 named a robbery, theft or heist at a jewelry store (6.0%), 26 of them from news, TV and media. Only 10 named lab-grown diamonds, moissanite or another simulant (0.6%). 75 carried a #shorts tag (19.8%), and 84.5% of the on-topic videos were published in 2024 or later (our calculation).

How often do U.S. jewelers post on YouTube?

Often. The 16 U.S.-placed jeweler channels in our sample uploaded at least 2,045 videos in the year to November 11, 2026; 6 of them uploaded 200 or more, where our read stopped counting, the median channel uploaded 145.5, and 13 of the 16 posted at least weekly on average. This is a short list from one search, not a survey of U.S. jewelers (our calculation).

Across each channel's 50 most recent uploads of that year, the median upload had 30,153 views and 65.3% ran 60 seconds or less. 9.1% named making, custom work, repair or a transformation in the title, and 2.7% named lab-grown diamonds or a simulant. TraxNYC's median recent upload had 346,879 views. JR Colombian Emeralds, the Jupiter store, uploaded 200 or more videos in the year, 92.0% of its recent ones 60 seconds or less, with a median of 16,811 views (our calculation).

Method and limits: YouTube Data API, read November 11, 2026, three search phrases, global (no region filter). We did not watch the videos; channel classes were set by hand from each channel's own text, and the uploader decides the class, so a creator's jewelry-shopping vlog counts as the creator's even when the store fills the frame. We do not name customers, couples or proposers filmed by uploaders. Personal uploads by private people and family channels featuring a named minor are published as counts only, 8 videos in all, with no title, channel, date or views; shares on this page include their views. YouTube's uploader label for altered or synthetic content was absent on every video in the sample. The data are in youtube-videos.csv, youtube-channels.csv and youtube-us-jeweler-channels.csv.

How common is nickel allergy, the metal allergy jewelry causes most?

About one adult in seven in Europe is allergic to nickel. The EDEN Fragrance Study patch tested a random sample of 3,119 adults aged 18 to 74 in the Netherlands, Germany, Italy, Portugal and Sweden and asked them about metals, piercing and jewellery (Contact Dermatitis, Schuttelaar et al., 2018). The age-standardised prevalence of nickel allergy was 14.5%, against 2.1% for cobalt (Contact Dermatitis). It was highest in Portugal at 18.5% and lowest in Sweden at 8.3%, which the authors link to Sweden's long-standing nickel rules (Contact Dermatitis). People who currently had three or more piercings had 5.58 times the odds of nickel allergy, and women 5.19 times the odds of men (Contact Dermatitis).

In North America, nickel is the most common positive result among people referred for patch testing. North American Contact Dermatitis Group members tested 3,979 patients in 2023-2024 (Dermatitis, NACDG, 2026). Nickel was positive in 26.4% of them (Dermatitis) and cobalt in 8.8% (Dermatitis). Across 44,097 patients the group tested in 1994-2014, an average of 17.5% were nickel sensitive, and jewelry was the most common source of nickel contact (Journal of the American Academy of Dermatology, Warshaw et al., 2019). The rate rose from 14.3% in 1994-1996 to 20.1% in 2013-2014 (Journal of the American Academy of Dermatology), an increase of 5.8 percentage points (our calculation). These are referred patients with suspected skin allergy, not the general population.

How strongly is piercing linked to nickel allergy?

Piercing is the strongest known risk factor. A 2025 Danish meta-analysis found that piercing was linked to 5.9 times the odds of nickel allergy among 5,333 people in general-population studies, and 3.6 times among 20,330 dermatitis patients (Contact Dermatitis, von Spreckelsen et al., 2025). It estimated that 82% of nickel allergy in the general population could be put down to piercing, with a wide confidence interval of 55.2% to 92.8% (Contact Dermatitis). Among 17,912 North American patients patch tested in 2007-2014, nickel positivity rose with the number of piercings, from 14.3% with one piercing to 34.0% with five or more, and jewelry was the most common source of nickel reactions (Dermatitis, Warshaw et al., 2017).

Reactions can come quickly. In a 2017 Danish questionnaire study of nickel-allergic patients, 21.4% reported dermatitis within 10 minutes of touching a metal item, and earrings were the leading cause after the EU Nickel Directive (Contact Dermatitis, Ahlström et al., 2017). At a Japanese metal allergy clinic, the share of patients reporting inflammation from pierced earrings rose from 5.0% in 2005 to 43.2% in 2020, in a 2025 study of 1,085 patients (Scientific Reports, Tajima et al., 2025).

Did the EU Nickel Directive reduce nickel allergy?

Yes, among young women, though not to low levels. The EU Nickel Directive of 1994, in force from 2001, limits how much nickel jewellery and other skin-contact items may release. A 2017 Copenhagen review of 46 studies published in 2005-2016 (Contact Dermatitis, Ahlström et al., 2017) found nickel allergy in 11.4% of women aged 18 to 35 after the Directive, against 19.8% before it (Contact Dermatitis), a fall of 8.4 percentage points (our calculation). The same review found that nickel allergy still affected 8-18% of the general population in EU countries (Contact Dermatitis). A 2013 study of nickel patch tests on 180,390 patients in Denmark, Germany, Italy and the U.K. found a significant fall among women under 30 after the regulation (British Journal of Dermatology, Garg et al., 2013).

Clinic records in single countries show the same direction. In southern Sweden, nickel allergy among female dermatitis patients aged 6 to 30 fell from 33.4% in 1995-1999 to 19.1% in 2012-2016 (Contact Dermatitis, Rosholm Comstedt et al., 2019), down 14.3 percentage points (our calculation). In Rome, nickel positivity among patch-tested patients fell from 44.1% in 2006-2007 to 31.6% in 2017-2018 (Journal of the European Academy of Dermatology and Venereology, 2019), down 12.5 points (our calculation). Across 31,948 outpatients tested in North-Eastern Italy from 1997 to 2023, 26.40% were sensitised to nickel, with a fall over time among women (Contact Dermatitis, Cegolon & Filon, 2025). A 2011 Danish doctoral thesis found that about 10% of young Danish women were still nickel allergic after regulation (Contact Dermatitis, Thyssen, 2011). Cobalt did not take nickel's place: among 13,475 Danish adults patch tested in 2002-2017, isolated cobalt allergy fell from 2.4% in 2006-2009 to 1.1% in 2014-2017 (Contact Dermatitis, Alinaghi et al., 2019). The 2008 San Francisco earring study noted that no such directive exists in the United States.

How much jewelry on sale still releases nickel, cobalt, lead or cadmium?

A large share of inexpensive earrings still release nickel. The 2025 meta-analysis found that 24.7% of European earrings meant for piercing exceeded the EU limit on the EN1811 test (Contact Dermatitis, von Spreckelsen et al., 2025). On a spot test, 31.1% of North American earrings and 34.5% of Asian earrings showed critical nickel release, against 11.3% of European earrings (Contact Dermatitis). A 2021 survey of 304 earrings bought in Denmark found that 45, or 14.8%, released more nickel than EU rules allow (Contact Dermatitis, Wennervaldt et al., 2021); cobalt was present in 72.0% of the same earrings and chromium in 54.6% (Contact Dermatitis, Wennervaldt et al., 2021). In Rome, 20% of 21 earring parts tested in 2019 broke the EU limit (Journal of the European Academy of Dermatology and Venereology).

Where the earrings are bought matters. In a 2010 field study, 18.4% of 206 inexpensive earrings bought in Warsaw and 15.1% of 205 bought in London released nickel on a spot test, mostly those from street markets and independently owned stores rather than chains (Journal of the European Academy of Dermatology and Venereology, Thyssen et al., 2010). In the 2008 San Francisco earring study of 277 inexpensive earrings from 34 stores and artists, 69% of earrings from local artists and 42.9% from tourist stores released nickel (Journal of the American Academy of Dermatology, Thyssen & Maibach, 2008). The figure was 24.1% at chain stores aimed at young women and 1.7% at chain stores aimed at mature women, and price did not predict the result (Journal of the American Academy of Dermatology). A 2011 Danish thesis found that 22% of 354 consumer items bought from 36 Copenhagen stores released enough nickel to cause dermatitis in allergic people (Contact Dermatitis, Thyssen, 2011). In Thailand, which also has no nickel directive, 39.2% of 551 costume jewelry items released nickel and 37.4% released cobalt on spot tests in a 2015 study (Dermatitis, 2015).

Fine jewelry is not always nickel-free. A 2022 University of Texas at El Paso study of 143 pieces of fine jewelry found nickel in the alloy of 61 pieces, or 42.7%, mostly in pieces with less gold (Science of the Total Environment, Lerma et al., 2022). That measured presence in the metal, not release onto skin. Low-cost jewelry carries other metals. In a 2006 study of 139 inexpensive imported items from ten U.S. store chains, 42.6% were heavily leaded, above 80% lead by weight (Chemosphere, Weidenhamer & Clement, 2006). A 2020 study of 80 items from a discount jewelry store found cadmium in 40% (Science of the Total Environment, Weidenhamer et al., 2020). A 2024 Pediatrics case report described a 1-year-old poisoned by an imported medallion that held 550 times the lead allowed in children's metal jewelry sold in the United States (Pediatrics, 2024).

How many people need emergency care after a piercing, and what cuts hard rings off?

A 2024 study of the National Electronic Injury Surveillance System estimated 338,972 emergency department visits for body piercing injuries among Americans aged 24 and under in 2011-2020, from 10,912 sampled visits (Pediatric Emergency Care, Cirks et al., 2024). Females accounted for 85% of the visits and ears for 71% (Pediatric Emergency Care). In a 2026 online survey of 1,018 women in Riyadh, Saudi Arabia, 26.5% reported an ear-piercing complication, most often infection or pain (Healthcare, Alsaqr et al., 2026).

Hard ring metals are hard to cut off in an emergency. In a 2026 Ottawa test of four ring cutters on tungsten carbide, titanium and stainless steel rings (242 cut attempts by 21 medical providers), the GEM-II cutter succeeded on 62% of tungsten carbide rings, and only the Dolphin cutter removed every ring (CJEM, Perry et al., 2026).

What do studies say about jewelry video, AR try-on, recycled gold and lab-grown diamonds?

Peer-reviewed work on jewelry marketing video is thin. We searched PubMed for studies of jewelry, engagement-ring or diamond content on YouTube, TikTok and Instagram and found none that counted jeweler videos. The nearest is a 2025 study of 246 YouTube videos on daith piercing for migraine, searched up to 17 January 2024, in which only one video came from a healthcare professional (Health Science Reports, Pradhan et al., 2025); 45.1% of the videos recommended the piercing for migraine relief and 5.7% discouraged it (Health Science Reports). Most videos in both the personal-experience and the bloggers-and-piercers groups were rated poor or very poor in quality.

On augmented reality, a 2023 Heliyon study surveyed 279 mobile app users in South Korea after they used an AR app to buy a jewelry product; the sense of presence the app gave raised their intention to buy, through both practical and enjoyment value (Heliyon, Yoo, 2023). It measured intentions in a survey, not sales.

On materials, a 2020 life-cycle study of German refineries found that recycling high-value gold scrap emits 53 kg of CO2-equivalent per kg of gold, against about 16 tonnes for mining (International Journal of Life Cycle Assessment, Fritz et al., 2020): mined gold emits about 302 times as much (our calculation). A 2024 Heliyon study estimated that growing diamonds by the HPHT method needs one-time capital spending of US$500-833 per annualized carat, and by CVD US$549-1648, more per carat than mining (Heliyon, Zhdanov et al., 2024). We found no peer-reviewed survey of U.S. consumers choosing between lab-grown and mined diamonds.

How many people work in U.S. jewelry stores, and what are they paid?

Private jewelry retailers (NAICS 458310, 2022 NAICS, which also counts watch retailers and online-only jewelry sellers) employed an annual average of 116,898 workers in the United States in 2025, according to the Bureau of Labor Statistics' Quarterly Census of Employment and Wages (QCEW), which counts jobs covered by unemployment insurance (BLS). Average annual pay was $57,398 per employee in 2025 (BLS), before inflation and counting part-time jobs as whole jobs. The Census Bureau's 2022 Economic Census counted 117,319 paid employees at the same industry in March 2022 (Census). Owners who pay themselves no wage are in none of these counts.

How many jewelry store jobs are there in Florida and in Palm Beach, Broward and Martin counties?

Florida's private jewelry retailers (NAICS 458310, which also counts watch retailers and online-only jewelry sellers) employed an annual average of 10,378 workers in 2025, at an average annual pay of $61,146, per BLS QCEW (BLS). Palm Beach County paid the most of the three South Florida counties. Each count below is a QCEW 2025 annual average of private jobs covered by unemployment insurance.

Average pay mixes sales staff, bench jewelers and managers, and includes commissions paid as wages. With about a hundred jobs, Martin County's average can move by thousands of dollars from one year to the next.

Which jobs do jewelry store workers do, and what do they earn?

Most jewelry store jobs are sales jobs. BLS Occupational Employment and Wage Statistics (OEWS) does not publish jewelry retailers on their own; its closest industry is jewelry, luggage and leather goods retailers (NAICS 458300), in which jewelry makes up most of the businesses. In May 2025 that industry had 129,210 wage and salary jobs, with a median annual wage of $45,350 (BLS) (BLS). Retail salespersons held 66,170 of them (BLS), or 51.2% (our calculation). Jewelers and precious stone and metal workers, the bench jewelers who size, set, repair and make pieces, held 11,740 (BLS), or 9.1% (our calculation). OEWS counts wage and salary workers only; self-employed owners are excluded.

How many jewelers are there, where do they work, and is the job growing?

BLS OEWS counted 22,440 wage and salary jobs for jewelers and precious stone and metal workers (51-9071) across all U.S. industries in May 2025, with a median annual wage of $52,540 (BLS) (BLS). 52.3% of those jobs were at jewelry, luggage and leather goods retailers (our calculation); the rest were mostly in jewelry manufacturing, wholesale and repair shops. Counting self-employed jewelers too, the BLS Occupational Outlook Handbook puts the occupation at about 32,800 jobs in 2025 (BLS), with 35% at jewelry, luggage and leather goods retailers (BLS) and 32% self-employed (BLS).

The trade is shrinking slowly. BLS projects employment of jewelers and precious stone and metal workers to decline 3 percent from 2025 to 2035 (BLS), but expects about 3,700 openings a year as workers retire or leave (BLS).

The Miami metro area includes Palm Beach and Broward counties. Martin County is in the Port St. Lucie metro area, for which OEWS publishes no estimate for this occupation.

How have jewelry and watch prices changed?

Jewelry and watches cost 27.0% more in 2025 than in 2015, by the Consumer Price Index for All Urban Consumers (CPI-U) (our calculation, from BLS annual averages). The jewelry and watches index averaged 160.013 in 2015 (BLS) and 203.269 in 2025 (BLS). Jewelry alone rose 22.1%, from 165.521 (BLS) to 202.097 (BLS), and watches rose 31.8%, from 123.188 (BLS) to 162.344 (BLS) (our calculation).

Prices jumped in the latest year. From September 2025 to September 2026, jewelry and watches rose 10.8%, from 213.787 (BLS) to 236.951 (BLS), and jewelry rose 11.8%, from 213.734 (BLS) to 239.040 (BLS) (our calculation). BLS did not collect October 2025 prices during the 2025 shutdown, so no 12-month change exists for October 2026. These indexes price jewelry and watches from every kind of seller, not only jewelry stores.

How many jewelry stores are there in the United States?

The United States averaged 20,320 private jewelry retailers with employees in 2025, according to the Bureau of Labor Statistics' Quarterly Census of Employment and Wages (QCEW), which counts establishments with workers covered by unemployment insurance (BLS). The code is NAICS 458310 (Jewelry Retailers, 2022 NAICS), which also counts watch retailers and, since the 2022 NAICS, online-only jewelry sellers with employees. In 2014, under the older code 448310 (Jewelry Stores, which also counts watch stores), QCEW averaged 21,590 (BLS), so the count fell 5.9% over the eleven years (our calculation), even though the newer code takes in online sellers the old one left out. Owner-operators with no employees are not in QCEW; they are counted separately below.

The Census Bureau's County Business Patterns (CBP), which counts establishments with paid employees in the week of March 12, shows a longer decline. It counted 19,897 U.S. jewelry stores (NAICS 448310, 2017 NAICS, which also counts watch stores) in 2023 (Census), a little above the 19,336 of 2021 (Census) but far below the 28,090 of 1998, the first CBP year on NAICS (Census). Before NAICS, CBP counted jewelry stores under SIC 5944: 24,539 in 1986, the earliest year in the Census Data API (Census), and 29,459 in 1997 (Census). That puts the 2023 count 32.5% below 1997 and 29.2% below 1998 (our calculation). SIC 5944 and NAICS 448310 are close but not identical: some businesses that mainly make jewelry moved to manufacturing in the switch.

Most jewelry stores are small. 10,925 of the 2023 CBP establishments had fewer than 5 employees (Census), or 54.9% (our calculation). CBP counted 106,903 paid employees in the week of March 12, 2023 (Census), an average of 5.4 per store (our calculation).

How many jewelry stores are there in Florida and in Palm Beach, Broward and Martin counties?

Florida averaged 2,028 private jewelry retailers with employees in 2025 (NAICS 458310, which also counts watch retailers and online-only jewelry sellers), per BLS QCEW (BLS). That was 5.0% fewer than the 2,134 jewelry stores (NAICS 448310) of 2014 (BLS) (our calculation). Florida had 8.64 such establishments per 100,000 residents, against 5.95 for the United States (our calculation, from QCEW and Census population estimates). Palm Beach and Martin counties had more than twice the national rate.

Establishment counts are private establishments with employees (QCEW annual averages; County Business Patterns, week of March 12). Both codes also count watch retailers; the 2025 code also counts online-only jewelry sellers with employees. Changes and per-100,000 rates are our calculation. Martin County's rate rests on 22 establishments, so one opening or closure moves it a lot. BLS withheld Martin County's 2014 employment but printed the establishment count.

How many jewelers are owner-operators with no employees?

Most jewelry businesses have no payroll. In 2023, 73.5% of U.S. jewelry businesses had no paid employees: 55,123 nonemployer jewelry retailers (Census) against 19,897 jewelry stores with paid employees (our calculation, Census Nonemployer Statistics 2023 against County Business Patterns 2023). Nonemployer Statistics is built from IRS business tax records and counts businesses with receipts of $1,000 or more and no payroll, most of them sole proprietors. Its 2023 count uses the 2022 NAICS (45831 Jewelry Retailers), which takes in online-only jewelry sellers such as one-person shops selling handmade jewelry online, while CBP 2023 still uses the 2017 code for storefront jewelry stores, so the share leans high.

On the same 2017 code for both counts, the share was 67.5% in 2021: 40,156 nonemployer jewelry stores (Census) against 19,336 with paid employees (our calculation). Before the code change the nonemployer count was falling: it was 43,821 in 2013 (Census), so 2021 was 8.4% lower (our calculation).

The newest count, for 2024, is 57,102 U.S. nonemployer jewelry retailers (NAICS 45831, which also counts watch retailers and online-only sellers) (Census). Together they reported $3,614,800 thousand (about $3.6 billion) in receipts (Census), an average of $63,304 per business (our calculation): many are part-time or side businesses.

Nonemployer counts are Census Nonemployer Statistics, NAICS 45831 (2022 NAICS, which also counts watch retailers and online-only jewelry sellers). Employer counts are County Business Patterns 2023, NAICS 448310. Shares and per-100,000 rates are our calculation, using Census Vintage 2025 population estimates for July 1, 2024.

How much do U.S. jewelry stores sell?

U.S. jewelry retailers with paid employees (NAICS 458310, which also counts watch retailers and online-only jewelry sellers) had $48,305,583 thousand (about $48.3 billion) in sales in 2022, according to the 2022 Economic Census (Census). The census counted 21,233 such establishments (Census), an average of $2,275,024 in sales each (our calculation). Sales were 63.9% above the $29,465,625 thousand (about $29.5 billion) of 2017 (Census), before inflation (our calculation), while the 2017 census counted 21,283 jewelry stores (NAICS 448310) (Census), about the same number. Part of the rise is the 2022 code adding online-only sellers.

Florida's 2,005 jewelry retailers with paid employees (Census) sold $4,769,717 thousand (about $4.8 billion) in 2022 (Census), 9.9% of the U.S. total (our calculation).

Almost all of the money is fine jewelry and watches. Retail sales of fine jewelry and watches made up 94.6% of the industry's 2022 sales, per the Economic Census product lines (Census); the census does not split diamond jewelry from watches for this industry. Repair and alteration services for watches, jewelry and other personal goods made up 1.6% (Census), and costume and novelty jewelry another 1.6% (Census).

How many new retail stores survive one, three, five and ten years?

BLS does not publish survival rates for jewelry stores. Its Business Employment Dynamics (BED) program publishes them by sector, and the closest is retail trade (NAICS 44-45): all retail, from grocers and clothing stores to car dealers and gas stations, counting only establishments with employees. Of the retail establishments that opened in the year ended March 2025, 84.5% were still operating a year later, in March 2026 (BLS). Of those that opened in the year ended March 2023, 68.2% were still operating three years later (BLS), so 31.8% had closed (our calculation). Of the March 2021 cohort, 55.2% were still operating after five years (BLS), so 44.8% had closed (our calculation). Of the March 2016 cohort, 43.5% survived ten years (BLS).

These rates describe all new retail locations with employees, not jewelers alone, and owner-only jewelers are not in BED.

How much did the United States import in gemstones in 2025?

The United States imported about $11 billion of gemstones in 2025, 44% less than the $19.6 billion of 2024, per the U.S. Geological Survey's Mineral Commodity Summaries 2026 (USGS). The figure is imports for consumption of natural and synthetic gemstones, diamond and nondiamond, by customs value; USGS compiles it from Census Bureau trade data, and the 2025 number is an estimate made late in the year. Diamonds were 79% of the value of U.S. gem imports in 2025 (USGS), so diamond imports were worth roughly $8.7 billion (our calculation from USGS's rounded figures).

The fall is steep against any recent year. Gem imports were $28,700 million in 2022, the high point of USGS's 2021-2025 table (USGS), and 2025 was 61.7% below that (our calculation). They were $25,200 million in 2016 (USGS), so 2025 was 56.3% lower than 2016 (our calculation). Even in the pandemic year 2020, when USGS estimated imports at $17,000 million (USGS), was well above 2025. In 2011 the figure was $23,500 million (USGS).

Apparent U.S. consumption of gemstones (production plus imports minus exports) fell 47% to $9.4 billion in 2025 from $17.6 billion in 2024, per USGS (USGS). The table in the same report prints 9,300 million for 2025; the text and table were both published in February 2026. USGS links the fall to a downturn in the natural diamond market since early 2023, weaker demand for luxury goods, excess inventory and the spread of cheaper synthetic diamonds. The United States relied on imports for 99% of its gemstone use in 2025 and in each year from 2021 (USGS).

Where do U.S. diamond imports come from?

India supplied 46% of the value of U.S. diamond imports in 2021-24, per USGS (USGS). Israel supplied 27% (USGS), Belgium 11% (USGS) and South Africa 4% (USGS); together India, Israel and Belgium supplied 84% (our calculation). These are the countries that shipped the stones, which for cut diamonds is usually where they were cut or traded rather than where they were mined.

The newest country-level detail USGS publishes as a PDF is its 2019 Minerals Yearbook. In 2019 the United States imported 10,200 thousand carats of cut-but-unset natural diamond worth $21,300,000 thousand, or $21.3 billion, down from $24.5 billion in 2018 (USGS Minerals Yearbook). That is an average customs value of about $2,088 per carat (our calculation), across stones of every size and quality.

Russia produced about 30% of the world's gem-grade diamonds by volume in 2025, per USGS (USGS). U.S., European Union and G7 sanctions in force through 2025 bar imports of rough and finished Russian gem diamonds, including stones processed in third countries. World mine production of gem-quality natural diamond was an estimated 69,000 thousand carats in 2025, about 69 million carats, up from 68,600 thousand in 2024 (USGS); USGS records no U.S. production.

How much lab-grown and natural gemstone does the United States produce?

U.S. gemstone output was worth an estimated $47 million in 2025, natural and synthetic combined, 30% less than in 2024, per USGS (USGS). Laboratory-created (synthetic) stones were $37 million of it (USGS) and natural stones $9.4 million (USGS), so lab-made stones were 79.7% of the value (our calculation). These are USGS's estimated minimum production values, and they exclude industrial diamond.

Synthetic production has shrunk. It was $54.9 million in 2016 (USGS Mineral Commodity Summaries 2021) and $79.3 million in 2021 (USGS); the 2025 figure is 53.3% below 2021 (our calculation). U.S. synthetic production fell 35% in 2025 alone, and USGS names the July 2025 closure of a leading synthetic diamond company in Oregon as a major reason (USGS). 5 companies made synthetic gemstones in the United States in 2025, in North Carolina, California, Oregon, South Carolina and Arizona (USGS).

Imports of lab-made stones were already rising before the natural diamond downturn. U.S. imports of synthetic cut-but-unset and worked gemstones rose 74% to $457 million in 2019 from $263 million in 2018, per the USGS Minerals Yearbook (USGS Minerals Yearbook). India supplied $263,000 thousand of that in 2019, up from $101,000 thousand in 2018 (USGS Minerals Yearbook). The tariff code then grouped lab-grown diamond with other synthetic stones, so this is not a lab-grown diamond count on its own.

Natural U.S. gemstones come mostly from six States. Arizona, Oregon, California, Nevada, Montana and Maine, in that order of value, produced 68% of U.S. natural gemstone output in 2025, per USGS (USGS).

How much gold and silver goes into jewelry?

Jewelry took 40% of estimated global gold consumption, excluding exchange-traded funds and similar investments, in USGS's Mineral Commodity Summaries 2026 (USGS). A year earlier the share was 45% (USGS Mineral Commodity Summaries 2025), a drop of 5 percentage points (our calculation). Global gold use in jewelry fell 20% in the first nine months of 2025 against the same months of 2024 (USGS). USGS takes these world end-use shares from industry sources named in its footnotes.

Price is the main reason. The gold price averaged an estimated $3,300 per troy ounce in 2025, a record (USGS), against $1,801 in 2021 (USGS): a rise of 83.2% (our calculation). About 90 tons of new and old gold scrap was recycled in the United States in 2025, equal to about 60% of reported U.S. consumption (USGS); USGS does not say how much of that scrap was old jewelry. USGS also notes that U.S. jewelry manufacturing is concentrated around New York and Providence, with smaller centres in California, Florida and Texas.

Jewelry and silverware took 6% of estimated U.S. silver use in 2025, per USGS (USGS). Global silver use in jewelry fell an estimated 6% in 2025, and in silverware 15% (USGS). The silver bullion price averaged about $38 per troy ounce in 2025 (USGS), up 50.6% from $25.23 in 2021 (USGS) (our calculation).

How often do public companies mention jewelry stores in their annual reports?

562 Form 10-K annual reports filed from 2001 to 2025 contained the phrase “jewelry store” or “jewelry stores”, by our count with the SEC’s EDGAR full-text search (our calculation). 109 companies filed them (our calculation). The count peaked at 34 10-Ks filed in 2009 (our calculation) and has drifted down since: 12 in 2024, 13 in 2025 and 8 from January 1 to November 11, 2026 (our calculation). Over the ten years 2001-2010 there were 245 such 10-Ks; over the ten years 2016-2025 there were 169 (our calculation).

Fewer public jewelers explain much of the fall. 15 companies with the SEC industry code for jewelry stores (SIC 5944) filed at least one of the 10-Ks from 2001 to 2025, among them Zale, Finlay, Whitehall, Friedman’s, Mayor’s and Blue Nile (our calculation). In 2025, 1 of the 13 came from a company with that code: Signet Jewelers (our calculation). Independent jewelers are almost all private companies and file nothing with the SEC.

How we counted: we queried EDGAR full-text search (efts.sec.gov) on November 11, 2026 for each exact phrase, read every page of hits, and counted each Form 10-K once by its filing year, even when the phrase appears in several of its documents. EDGAR full-text search covers filings from 2001 on. Older small-company 10-KSB and 10-K405 reports are counted in their own columns, not in the totals above. The count misses the British spelling “jewellery” and other wordings such as “jeweler” or “showroom”. The per-year counts, filer names and query links are in edgar-jewelry-store-10k-counts.csv.

Which companies mention jewelry stores in their 10-Ks, and why?

33 Form 10-K filings filed from January 2024 to November 11, 2026 contained “jewelry store” or “jewelry stores”, from 15 companies (our calculation). We read the passage around every mention and gave each company one class. Only 2 of the 15 run jewelry stores themselves or through subsidiaries: Signet Jewelers and Berkshire Hathaway, owner of Helzberg Diamonds and Borsheims (our calculation). That is 13.3% of the companies (our calculation).

• 3 named a jewelry store as a tenant or an on-site amenity: two AEI net-lease funds that own Jared stores leased to Sterling Jewelers, and Full House Resorts, a casino operator (our calculation).
• 3 were suppliers that sell to jewelry stores: Movado (watches), Charles & Colvard (moissanite) and XCel Brands (Judith Ripka jewelry) (our calculation).
• 3 named jewelry stores as competitors: the pawn lenders FirstCash and EZCORP, and the jewelry maker Bergio International (our calculation).
• The rest were a business development company that lends to an Idaho jeweler, two credit funds whose loan agreements define “Specialty Stores” to include jewelry stores, and a director’s biography.

Two examples from the landlord class: AEI Income & Growth Fund 25 reported an annual lease payment of $381,325 from Sterling Jewelers for a Jared store in Concord, New Hampshire (AEI Income & Growth Fund 25 Form 10-K, 2025). Full House Resorts finished its Chamonix casino resort in Cripple Creek, Colorado in October 2024, “with its jewelry store and the rest of its spa” (Full House Resorts Form 10-K, 2024). The passage, class and filing link for each of the 33 filings are in edgar-jewelry-store-10k-contexts.csv.

How many stores do the public jewelry chains run?

Signet Jewelers ran 2,582 stores at January 31, 2026, down from 2,642 a year earlier after 22 openings and 82 closures, by its own count (Signet Form 10-K, Fiscal 2026). That is a net 60 fewer stores (our calculation), a fall of 2.3% in one year (our calculation). Signet’s brands include Kay, Zales, Jared, Diamonds Direct, Banter by Piercing Pagoda and Peoples in Canada, plus the online brands Blue Nile and James Allen. Its North America segment had 2,329 of the stores (Signet Form 10-K, Fiscal 2026).

The cuts fell on malls. Signet had 1,383 mall stores and kiosks in North America at January 31, 2026, against 1,445 a year earlier (Signet Form 10-K, Fiscal 2026), while its off-mall and outlet stores rose to 946 from 934 (Signet Form 10-K, Fiscal 2026). That is a 4.3% fall in mall stores and a 1.3% rise off-mall (our calculation). The 10-K does not give store counts by brand. By sales, Kay was 38% of Signet’s total in Fiscal 2026 (Signet Form 10-K, Fiscal 2026).

Helzberg Diamonds, owned by Berkshire Hathaway, ran 161 retail jewelry stores in 34 states according to Berkshire’s 10-K for 2025 (Berkshire Hathaway Form 10-K, 2025), against 166 in its 10-K for 2023 (Berkshire Hathaway Form 10-K, 2023): 5 fewer (our calculation).

What does Signet spend on advertising, and where does video fit?

Signet’s gross advertising costs were $555.0 million in Fiscal 2026, the year to January 31, 2026, against $560.1 million the year before (Signet Form 10-K, Fiscal 2026), a fall of 0.9% (our calculation). That was 8.1% of sales (Signet Form 10-K, Fiscal 2026). Total sales were $6,813.6 million (Signet Form 10-K, Fiscal 2026), of which bridal products were $2,863.6 million (Signet Form 10-K, Fiscal 2026).

Signet’s Fiscal 2026 10-K lists its marketing touchpoints as “premium video across linear and streaming platforms, social media influencers and creators, digital advertising, and in-store product storytelling” (Signet Form 10-K, Fiscal 2026). The year before, the same sentence began with “linear television” (Signet Form 10-K, Fiscal 2025). Signet says it “primarily focuses its spend on digital and social marketing, supplemented by advertising on premium video across both linear and streaming platforms” (Signet Form 10-K, Fiscal 2026). It gives no split of spend by channel. It leases a 10,500 square foot site in Kent, Washington for customer service and virtual studios (Signet Form 10-K, Fiscal 2026).

Online sales were 21.8% of Signet’s total in Fiscal 2026, down from 22.7% (Signet Form 10-K, Fiscal 2026), or $1.49 billion (Signet Form 10-K, Fiscal 2026). Signet counts every sale that starts online, including buy online and pick up in store. About 51% of its North America e-commerce sales were of virtual inventory, items it does not hold itself (Signet Form 10-K, Fiscal 2026).

How big are lab-grown diamonds at the public jewelers?

About 27% of Signet’s merchandise sales in Fiscal 2026 were products containing lab-grown diamonds, by the company’s estimate (Signet Form 10-K, Fiscal 2026). The year before it was about 17% (Signet Form 10-K, Fiscal 2025). That is a rise of 10 percentage points in one year (our calculation). Signet warns in the same section that falling lab-grown prices may hurt its revenue and margins.

Brilliant Earth sells both natural and lab-grown diamonds but its 10-K for 2025 gives no lab-grown share of sales. Charles & Colvard, which makes moissanite and sells lab-grown diamond jewelry, saw net sales fall to $21,956,472 in its fiscal year ended June 30, 2024 from $29,946,234 (Charles & Colvard Form 10-K, fiscal 2024), down 26.7% (our calculation). Finished jewelry was 92% of its sales that year, up from 80% (Charles & Colvard Form 10-K, fiscal 2024). That 10-K, filed in April 2025, is its newest on EDGAR.

What do online-first jewelers say about video and showrooms?

Brilliant Earth, founded online, had 42 showrooms in the United States at December 31, 2025 (Brilliant Earth Form 10-K, 2025), up from 40 a year earlier (Brilliant Earth Form 10-K, 2024): 2 more (our calculation). It spent $105,965 thousand on marketing and advertising in 2025 (Brilliant Earth Form 10-K, 2025), 24.2% of net sales (Brilliant Earth Form 10-K, 2025). Net sales were $437,483 thousand (Brilliant Earth Form 10-K, 2025) from 210,158 orders (Brilliant Earth Form 10-K, 2025), at an average order value of $2,082 (Brilliant Earth Form 10-K, 2025). That works out to about $504 of marketing per order (our calculation).

Brilliant Earth lists “real diamond videos” among the tools it offers online shoppers, with a Virtual Try On tool (Brilliant Earth Form 10-K, 2025). It says customers share “thousands of images, videos, and stories of their proposals and weddings every year” (Brilliant Earth Form 10-K, 2025), but gives no count.

Charles & Colvard says it streams “live streaming marketing content from the broadcast studio in our corporate headquarters” (Charles & Colvard Form 10-K, fiscal 2024), and that its marketing team uses the studio “for video content production, live-stream shopping, and fashion photography” (Charles & Colvard Form 10-K, fiscal 2024). Neither company reports views or sales from video.

A decade earlier the pattern was already set. Blue Nile, the online jeweler Signet now owns, named “online videos” among its main marketing channels in its last 10-K as a public company (Blue Nile Form 10-K, fiscal 2015). Its net sales that year were $480,057 thousand (Blue Nile Form 10-K, fiscal 2015).

What does a watch supplier to jewelry stores report?

Movado Group, a watch and accessory company, sells its brands in the U.S. to department stores, to “major jewelry store chains, including Signet Jewelers, Ltd. and Helzberg Diamonds Corp.” and to independent jewelers (Movado Form 10-K, fiscal 2026). Its net sales were $671.3 million in the fiscal year ended January 31, 2026 (Movado Form 10-K, fiscal 2026). Its marketing expenses, which include social media advertising and cooperative advertising with retailers, were 19.5% of net sales that year, against 22.4% the year before (Movado Form 10-K, fiscal 2026). These are watch figures, not jewelry store figures.

What rules cover how a jeweler describes jewelry in an ad or video?

The FTC's Guides for the Jewelry, Precious Metals, and Pewter Industries, 16 CFR Part 23, set the words a jeweler can safely use, and their current text dates from Aug. 16, 2018 (eCFR). They apply at every level of the trade, retailers included, and to labels, ads and "all other forms of marketing", so a product reel, a 360-degree spin caption or a ring-reveal voiceover counts the same as a printed tag. The Guides are the FTC's reading of Section 5 of the FTC Act: they do not bind anyone, but the FTC can act on a claim that goes against them. Text as read on November 11, 2026; not legal advice.

The revised Guides took effect on August 16, 2018, the day the FTC published them in the Federal Register (Federal Register). The 2018 revision changed several things a jeweler's video script touches:

• The FTC dropped the word "natural" from the definition of diamond in section 23.12(a), because lab-created stones with essentially the same optical, physical and chemical properties as mined diamonds are also diamonds (Federal Register).
• New guidance in section 23.12(c)(3) says a seller who calls a lab-created diamond "cultured" should disclose clearly and conspicuously that it is not a mined stone (Federal Register).
• Section 23.25(b) now lets sellers of man-made gemstones use words other than "laboratory-grown", "laboratory-created", "[manufacturer name]-created" or "synthetic", as long as the wording makes clear the stone was not mined (Federal Register).
• The FTC removed the minimum gold content for the word "gold": an alloy above or below 10 karats may be called gold if an equally conspicuous, accurate karat fineness goes with it (Federal Register). The same revision added that a rhodium coating over a product sold as precious metal, such as rhodium-plated "white gold", should be disclosed.

What does the FTC say a "diamond", "flawless" or "brilliant cut" has to be?

Under 16 CFR 23.12, a diamond is a mineral of essentially pure carbon crystallized in the isometric system, with a hardness of 10 (eCFR) and a refractive index of 2.42 (eCFR). The plain word "diamond" should be used only for a stone symmetrically cut with at least 17 polished facets; a stone with fewer needs its facet count and shape, or a type name such as "rose diamond" (eCFR). The Guides set these thresholds for words a jeweler might say on camera:

• "Flawless" only if a skilled grader finds no flaws, inclusions or blemishes under a corrected magnifier at 10-power (eCFR).
• "Brilliant", "brilliant cut" or "full cut" only for a round diamond with at least 32 facets plus the table above the girdle, with more required below the girdle (eCFR).
• A carat equals 200 milligrams (eCFR). A weight given to one decimal place must be right to the second, so ".5 carat" can mean a stone of .495-.504 carat (eCFR).

What do "gold filled", "sterling" and "platinum" have to mean?

The Guides tie each precious metal word to a measured share of metal, and the Stamping Act (below) sets how far an item may fall short of its mark. The thresholds in 16 CFR Part 23, as read on November 11, 2026:

What does the National Gold and Silver Stamping Act allow?

The National Gold and Silver Stamping Act, 15 U.S.C. 294-300, dates from 1906 and is also known as the Jewelers' Liability Act (U.S. Code). It covers gold and silver articles that manufacturers and dealers mail, ship across state lines, import or export, and it sets how far the metal may fall short of the stamped mark:

• Gold tested without solder may fall short of the stamped fineness by no more than three one-thousandth parts (U.S. Code). Assayed as one piece with its solder, a gold article other than a watchcase or flatware may fall short by seven one-thousandth parts (U.S. Code).
• Those gold tolerances come from the Gold Labeling Act of 1976, which replaced the older tolerance of one-half of one carat (U.S. Code) and took effect five years after it was enacted (U.S. Code).
• Silver marked with a fineness may fall short by no more than four one-thousandth parts (U.S. Code), or ten one-thousandth parts when assayed as one piece with its solder (U.S. Code). "Sterling" needs 925 one-thousandth parts pure silver, written in the statute as "nine hundred and twenty-five" (U.S. Code).
• Whoever applies a gold or silver quality mark must also apply its name or a trademark registered or applied for within thirty days of the article entering commerce (U.S. Code).
• A dealer who knowingly breaks the Act commits a misdemeanor punishable by a fine of up to $500, a short prison term, or both (U.S. Code). Competitors, customers and jewelry trade associations may also sue for an injunction.

How long must a Florida jeweler hold gold or jewelry it buys from the public?

Under Florida's secondhand dealer law, chapter 538 of the 2026 Florida Statutes, a dealer that buys a precious metal, a gemstone or jewelry from the public may not sell, alter or melt it for 30 calendar days after acquiring it (Florida Statutes). The law calls a dealer that regularly buys used gold, silver or platinum for resale a "precious metals dealer"; costume jewelry is not covered. Statute text as read on November 11, 2026; not legal advice.

• Most other secondhand goods carry a 15 calendar days hold (Florida Statutes).
• Within 24 hours of a purchase, the dealer must send police a record that includes the precious metal type, weight and content, the gemstones, digital photographs and the seller's right thumbprint (Florida Statutes).
• Records must be kept for 3 years (Florida Statutes). An officer who suspects goods are stolen may place a 90-day written hold order on them (Florida Statutes).
• A seller who gives false proof of ownership or a false ID commits a second-degree felony if paid $300 or more (Florida Statutes).
• Dealers register with the Department of Revenue for $6 per location, plus the same amount each year (Florida Statutes). The Department may fine up to $10,000 for each registration violation (Florida Statutes), and a knowing violation of the chapter is a first-degree misdemeanor with a fine of up to $10,000 (Florida Statutes).

What does Florida's pawnbroking law require?

A Florida pawnbroker pays a license fee of $300 a year for each pawnshop under s. 539.001, the Florida Pawnbroking Act (Florida Statutes), and must have a net worth of at least $50,000 or post a bond for each license (Florida Statutes). The Act was created by chapter 96-242, Laws of Florida (Florida Statutes). Statute text as read on November 11, 2026; not legal advice.

• A pawn matures 30 days after the date of the pawn (Florida Statutes). Goods not redeemed by then must be held for at least 30 days more (Florida Statutes), and are then forfeited to the pawnbroker.
• Goods a pawnbroker buys outright may not be sold for 30 calendar days (Florida Statutes).
• The pawn service charge may not exceed 25 percent of the amount financed for each 30 days (Florida Statutes), with a minimum charge of $5 per period (Florida Statutes).

What rules cover a jeweler's influencer videos, reviews and music?

The FTC's Endorsement Guides, 16 CFR Part 255, in their current form date from July 26, 2023 (eCFR). They cover a creator's paid ring review, a gifted piece in a try-on reel and a sponsored proposal video alike: a connection between the creator and the jeweler that viewers would not expect has to be disclosed clearly. Text as read on November 11, 2026; not legal advice.

• The FTC's Consumer Reviews and Testimonials rule, 16 CFR Part 465, took effect on October 21, 2024 (Federal Register). It bans fake reviews and the purchase of fake views, followers and likes.
• A knowing violation of an FTC rule such as that one can cost up to $53,088 per violation (eCFR). The Jewelry Guides are guides, not a rule, so that penalty does not attach to them as such.
• On YouTube, a creator who features a sponsorship must tick the paid promotion box, which adds a disclosure label at the beginning of your video, in YouTube's words (YouTube Help).
• Music is the common problem in ring-reveal and showroom clips. YouTube adds new tracks to its free Audio Library twice a month (YouTube Help).

What do the popular jewelry numbers really say?

Four numbers travel through ring guides, jeweler marketing blogs and video pitches: that a ring should cost two or three months’ salary, that the average engagement ring costs a set number of dollars, that video lifts conversions 80%, and that video cut one jeweler’s returns by 25%. We traced each to the oldest source we could read and say below what that source measured. Several of the usual retellings sit on sites that bar AI agents in robots.txt or ban automated access in their terms (The Atlantic, BBC News, Al Jazeera, Mental Floss, The Knot, Blue Nile, National Jeweler), so we did not read them.

“Spend three months’ salary on an engagement ring”

The rule is advertising, and the oldest dated wording we could read is two months, not three. De Beers’ American campaign began when Harry Oppenheimer met the N. W. Ayer agency in New York in September 1938, according to Edward Jay Epstein’s 1982 history of the diamond trade (Epstein, archived). Epstein dates the slogan “A Diamond Is Forever” to 1948, the work of an Ayer copywriter (Epstein, archived). His long account of the Ayer campaign, which quotes Ayer’s reports to De Beers, gives no salary rule at all. It does report an Ayer study that found men played the dominant role in 88 percent of engagement-ring purchases (Epstein, archived) and bought the ring alone in 46 percent (Epstein, archived), and it dates De Beers’ push into Japan, Germany and Brazil to the mid-1960s (Epstein, archived).

In a 2015 Economic Inquiry paper, Emory economists Andrew Francis-Tan and Hugo Mialon write that De Beers’ 1980s campaign used slogans such as “Isn’t two months’ salary a small price to pay for something that lasts forever?” (Economic Inquiry), citing 2013 and 2014 journalism rather than a dated ad. They relay that only 10% of engagement rings in Western countries held a diamond before World War II (Economic Inquiry) and about 80% by the end of the century (Economic Inquiry). They also date “a diamond is forever” to the late 1930s, which conflicts with Epstein’s 1948. The one-month version (said to date from the 1930s) and the three-month version (said to come from De Beers’ campaign in Japan) are told by many retellings, but we found no ad, Ayer document or De Beers statement with either figure that we could read. A phrase search of the Library of Congress’s Chronicling America newspapers for 1930 to 1963 found no “month’s salary” diamond ad. In 2025 a jewelry insurer’s chief executive still argued against the rule, saying buyers know they don’t need to spend three months’ salary (BriteCo). Use instead: “The months’-salary rule began as De Beers advertising; the earliest wording we found is ‘two months’ salary’, from its 1980s campaign.”

“The average engagement ring costs $X”

Each version counts something different. BriteCo, a jewelry insurer that sells through jewelers, puts the average at $6,504 in 2025 (BriteCo), against $6,775 in 2024 (BriteCo) and a five-year high of $9,025 in 2022 (BriteCo). That is the appraised value of rings it insured, not what couples paid, and BriteCo does not publish how many rings it counted. In its 2025 data lab-grown diamond rings averaged $5,188 against $10,760 for natural diamonds (BriteCo), and lab-grown stones were 76% of colorless (D-F) diamond purchases, up from 29% in 2020 (BriteCo).

The most quoted figure is The Knot’s, from its annual survey of couples, which repeaters give as $4,600 for 2025. The Knot walls scripted readers and its owner’s terms ban automated collection, so we could not check the number, its sample or its field dates at the source, and we do not print it as a sourced figure. A peer-reviewed survey gives the spread behind any average. In Francis-Tan and Mialon’s 2014 online survey of 3,151 ever-married U.S. adults (Economic Inquiry), a share of 0.23 (23%) said the proposer gave no ring (Economic Inquiry), 0.25 (25%) put the ring at $500 to $2,000 in 2014 dollars, the most common bracket (Economic Inquiry), and 0.04 (4%) at $8,000 or more (Economic Inquiry). Among men, a $2,000 to $4,000 ring was linked with a 1.3 times greater hazard of divorce than a $500 to $2,000 ring (Economic Inquiry), an association the authors do not claim is causal. Use instead: name the counter and what it measured, for example “BriteCo, a jewelry insurer, put the average appraised value of rings it insured at $6,504 in 2025.”

“Video lifts conversions 80%”

The figure is a best case from one video vendor, EyeView, about a client website, not a jeweler. In February 2009 EyeView’s blog said viewers of its videos for one client, UMOO, were 80% more likely to become depositing users, comparing viewers with non-viewers (EyeView, archived), which does not test what adding a video does. By August 2010 Unbounce, a landing-page software seller, wrote that a study by eyeviewdigital.com showed video on landing pages can increase conversion by 80% (Unbounce, archived).

The larger later evidence points the other way. Unbounce’s own 2021 analysis of about 35,000 customer landing pages in each of three periods (Unbounce) concluded that video appears to have a minimal or negative impact on landing-page performance (Unbounce). Its April 2025 article of landing-page examples still says landing pages with video can increase conversions by 80% (Unbounce). The jewelry version has grown: a January 2021 BriteCo guide for jewelers says videos can boost conversion rates of jewelry by more than 85%, without naming a source (BriteCo). We found no conversion test by a jewelry store behind either number. Use instead: “Unbounce’s 2021 study of about 35,000 landing pages per period found video had a minimal or negative effect; we found no conversion test by a jeweler.”

“Product video cut a jeweler’s returns by 25%”

The number comes from one online fine-jewelry retailer’s whole product-page redesign, not from video alone. In December 2009 Ice.com told Internet Retailer that more detailed merchandising pages had cut its monthly return rate from 12% to under 9% (Internet Retailer, archived). The redesign replaced static images with product videos but also added larger detail views, recommendations and ratings. The same article says that in preliminary A/B tests the conversion rate on products bought after viewing a video jumped 400% (Internet Retailer, archived), a comparison of shoppers who chose to watch, not a controlled test of the video. By January 2015 Invodo, which sold product video to retailers, had turned this into “Ice.com also credits video with decreasing returns by 25%” (Invodo, archived). Our ecommerce video statistics page follows the 25% into later repeaters. Use instead: “In 2009 Ice.com, an online jeweler, said redesigned product pages with video and more detail cut its monthly return rate from 12% to under 9%.”

Every popular claim our research pages trace, 906 in all, is on one page: popular video statistics, fact-checked.

How we built this page

We started from the questions people search for about jewelry store video statistics and looked for the organization that actually produced each answer. Every figure on this page sits in an evidence ledger with its source, the exact table or paragraph it came from, the measurement period, the population measured, and the date we checked it. This edition holds 473 figures from 37 publishers.

On November 11, 2026, each sourced figure on this page was re-fetched with the fetch cache cleared and matched against the recorded wording: BLS establishment and pay counts (Quarterly Census of Employment and Wages open data files), occupation wages and consumer prices (through the BLS data API), and Business Employment Dynamics survival tables and the Occupational Outlook Handbook (through Internet Archive captures, because bls.gov refuses scripts); Census County Business Patterns, Nonemployer Statistics, the 2017 and 2022 Economic Census and population estimates (through the Census data API); U.S. Geological Survey Mineral Commodity Summaries and the Minerals Yearbook (PDFs); eCFR, the Federal Register and the United States Code on govinfo; the Florida Statutes; YouTube Help; SEC filings on EDGAR; sellers and blogs quoted only as repeaters in the origins section; and journal abstracts (PubMed records re-read through NCBI’s E-utilities, because the pages answer scripts with a bot check). Our YouTube figures come from the YouTube Data API and our filing counts from EDGAR full-text search. We left out sources whose terms or robots rules bar automated access or AI agents: The Knot (its engagement ring cost study), Blue Nile’s website, National Jeweler, Brides, Zola, INSTORE, the Kimberley Process statistics site (it refused scripts), and several news sites. Census international trade data (HS codes for jewelry and diamonds) did not answer without a key, so import figures come from USGS. Nothing here is legal, tax, health or investment advice.

We only cite the producer: government agencies, regulators, company filings and official posts, and the survey owner's own report. We do not cite statistics roundups, Statista-style aggregators, or salary sites without a public method. We did not bypass paywalls or sign-up forms; where a full report was gated, we used only the figures its publisher states publicly.

Figures marked "our calculation" are arithmetic on the cited numbers, and anyone can reproduce them:

This edition contains no Mark Studios customer data.

Limitations

• Jewelry store counts differ by counter and by code year. BLS and the Census Bureau count establishments with paid employees in NAICS 458310, Jewelry Retailers (448310, Jewelry Stores, before the 2022 NAICS), which also counts watch retailers. The 2022 NAICS also moved online-only jewelry sellers into this code, so 2022 and later counts are not comparable with earlier ones without that note. County Business Patterns for 2023 still uses the 2017 code. Compare a count only with the same series.
• Owner-operators are counted separately. Nonemployer Statistics counts businesses with no paid employees, mostly sole proprietors filing a tax return, and includes online-only sellers and part-time sellers. Our nonemployer share sets the 2023 nonemployer count (2022 NAICS) against County Business Patterns’ 2023 store count (2017 NAICS), so it is labelled.
• Survival rates are not for jewelers. BLS Business Employment Dynamics publishes survival for all retail trade (NAICS 44-45), and only for establishments with employees.
• Wages cover more than jewelry stores. OEWS publishes the staffing of jewelry, luggage and leather goods retailers (458300) as one group; it does not publish 458310 alone.
• Our YouTube read follows YouTube’s ranking. The 524 videos are what YouTube’s search returned for ‘jewelry store’, ‘engagement ring’ and ‘diamond ring’ (the top 200 results for each, sorted by views, with no country filter) on November 11, 2026. It is not a census of jewelry video, and a global view-sorted search does not surface most local jewelers. View counts are lifetime snapshots and include paid views. We read titles and channel text, not the videos themselves. Upload counts for six busy jeweler channels are floors (we read up to 200 uploads each). Personal uploads and channels featuring children are published only as a class and counts.
• Filings count words. EDGAR full-text search finds a phrase, not a topic, and covers filings from 2001 on. We read every hit from 2024 to November 11, 2026 by hand. Company figures are what each company reported for its own fiscal year.
• Import and production values are USGS estimates. USGS rounds its newest-year figures, and its 2026 gemstones summary prints two slightly different 2025 consumption totals (noted where used).
• Few studies look at jewelry stores themselves. We found no peer-reviewed study counting jewelers’ social videos, and no peer-reviewed survey of U.S. buyers choosing between lab-grown and mined diamonds. Allergy studies come mostly from Europe and North American patch-test clinics, labelled with their place, years and sample. Rules are reported as we read them on November 11, 2026; this is not legal advice. Every “earliest we found” in the origins section rests on web pages, books, trade press and journal databases; paid newspaper databases were not searched.

How to cite this page

For a single figure, cite the original publisher named next to it, and link here if the verification trail is useful to your readers. Each figure has its own anchor, so you can link straight to it, for example https://www.markstudios.com/research/jewelry-store-video-statistics#WRK-001. To cite the page as a whole:

Mark Studios. "Jewelry Store Video Statistics." Last verified Nov 11, 2026. https://www.markstudios.com/research/jewelry-store-video-statistics

@misc{markstudios_jewelry_store_video_statistics_2026,
  author = {{Mark Studios}},
  title = {{Jewelry Store Video Statistics}},
  year = {2026},
  month = nov,
  url = {https://www.markstudios.com/research/jewelry-store-video-statistics},
  note = {Last verified 2026-11-11}
}

Our calculations and the evidence table are free to reuse with attribution and a link to this page. Each underlying figure remains the claim of its original publisher, and some publishers ask for a link when their figures are reused.

Sources

Download the evidence table (CSV)

1. Contact Dermatitis (Schuttelaar et al., University Medical Center Groningen; EDEN Fragrance Study), Prevalence of contact allergy to metals in the European general population with a focus on nickel and piercings: The EDEN Fragrance Study. (2018-04-10). Accessed 2026-11-11.
2. Dermatitis (North American Contact Dermatitis Group; DeKoven et al.), North American Contact Dermatitis Group Patch Test Results: 2023-2024. (2026-10-01). Accessed 2026-11-11.
3. Journal of the American Academy of Dermatology (Warshaw et al., University of Minnesota; NACDG data), Epidemiology of nickel sensitivity: Retrospective cross-sectional analysis of North American Contact Dermatitis Group data 1994-2014. (2018-10-18). Accessed 2026-11-11.
4. Contact Dermatitis (von Spreckelsen et al., National Allergy Research Centre, Herlev and Gentofte Hospital), Nickel Allergy and Piercings: A Systematic Review and Meta-Analysis. (2025-07-03). Accessed 2026-11-11.
5. Dermatitis (Warshaw et al., University of Minnesota; NACDG data), Piercing and Metal Sensitivity: Extended Analysis of the North American Contact Dermatitis Group Data, 2007-2014. (2017-11-01). Accessed 2026-11-11.
6. Contact Dermatitis (Ahlström et al., National Allergy Research Centre, University of Copenhagen), Nickel allergy in a Danish population 25 years after the first nickel regulation. (2017-04-07). Accessed 2026-11-11.
7. Scientific Reports (Tajima et al., Tokushima University), Correlation between pierced earrings and the prevalence of metal allergies at Tokushima university hospital: a 15-year retrospective analysis. (2025-03-29). Accessed 2026-11-11.
8. Contact Dermatitis (Ahlström et al., National Allergy Research Centre, University of Copenhagen), Prevalence of nickel allergy in Europe following the EU Nickel Directive - a review. (2017-07-21). Accessed 2026-11-11.
9. British Journal of Dermatology (Garg et al., Rotherham District General Hospital), Nickel allergy following European Union regulation in Denmark, Germany, Italy and the U.K. (2013-10-01). Accessed 2026-11-11.
10. Contact Dermatitis (Rosholm Comstedt et al., Lund University, Skåne University Hospital), Prevalence of contact allergy to metals: nickel, palladium, and cobalt in Southern Sweden from 1995-2016. (2019-11-25). Accessed 2026-11-11.
11. Journal of the European Academy of Dermatology and Venereology (Rome, Italy study), Nickel dermatitis from earrings 15 years after EU directive implementation: a clinical-epidemiological study and a market survey in Rome, Italy. (2019-06-17). Accessed 2026-11-11.
12. Contact Dermatitis (Cegolon & Filon, University of Trieste), Sensitization to Nickel (Sulphate 5%) in North-Eastern Italy, 1997-2023: Prevalence, Trend Over Time and an Evaluation of the Occupational Risk. (2025-12-09). Accessed 2026-11-11.
13. Contact Dermatitis (Thyssen, National Allergy Research Centre, Gentofte Hospital, University of Copenhagen), Nickel and cobalt allergy before and after nickel regulation--evaluation of a public health intervention. (2011-09-01). Accessed 2026-11-11.
14. Contact Dermatitis (Alinaghi et al., Copenhagen University Hospital Herlev-Gentofte), Causative exposures and temporal development of cobalt allergy in Denmark between 2002 and 2017. (2019-06-11). Accessed 2026-11-11.
15. Contact Dermatitis (Wennervaldt et al., Copenhagen University Hospital Herlev-Gentofte), Nickel release from metallic earrings: A survey of the Danish market and validation of the nickel spot test. (2021-03-13). Accessed 2026-11-11.
16. Contact Dermatitis (Wennervaldt et al., Copenhagen University Hospital Herlev-Gentofte), Chromium and cobalt release from metallic earrings from the Danish market. (2021-07-07). Accessed 2026-11-11.
17. Journal of the European Academy of Dermatology and Venereology (Thyssen et al., Copenhagen University Hospital Gentofte), Excessive nickel release from earrings purchased from independent shops and street markets--a field study from Warsaw and London. (2010-11-25). Accessed 2026-11-11.
18. Journal of the American Academy of Dermatology (Thyssen & Maibach), Nickel release from earrings purchased in the United States: the San Francisco earring study. (2008-04-11). Accessed 2026-11-11.
19. Dermatitis (Siriraj Hospital, Mahidol University), Assessment of nickel and cobalt release from jewelry from a non-nickel directive country. (2015-01-01). Accessed 2026-11-11.
20. Science of the Total Environment (Lerma et al., The University of Texas at El Paso), Environmental assessment in fine jewelry in the U.S.-Mexico's Paso del Norte region: A qualitative study via X-ray fluorescence spectroscopy. (2022-12-18). Accessed 2026-11-11.
21. Chemosphere (Weidenhamer & Clement, Ashland University), Widespread lead contamination of imported low-cost jewelry in the US. (2006-12-12). Accessed 2026-11-11.
22. Science of the Total Environment (Weidenhamer et al., Ashland University), Buyer beware: Inexpensive, high cadmium jewelry can pose severe health risks. (2020-10-10). Accessed 2026-11-11.
23. Pediatrics (Woolf et al., Boston Children's Hospital), Lead Toxicity From Imported Jewelry. (2024-10-01). Accessed 2026-11-11.
24. Pediatric Emergency Care (Cirks et al., Uniformed Services University of the Health Sciences), Emergency Department Visits After Body Piercings. (2024-10-18). Accessed 2026-11-11.
25. Healthcare (Alsaqr et al., King Saud University Medical City), Prevalence of Ear-Piercing Complications, Associated Risk Factors, and Current Ear-Piercing Trends Among Females in Riyadh, Saudi Arabia. (2026-07-24). Accessed 2026-11-11.
26. CJEM (Perry et al., Ottawa Hospital Research Institute), Evaluation of made-for-purpose ring cutter devices for the removal of modern hard ring materials. (2026-09-21). Accessed 2026-11-11.
27. Health Science Reports (Pradhan et al., Swiss University of Traditional Chinese Medicine), Daith Piercing, a Social Media Hype on Youtube for the Treatment of Migraine? A Systematic Video Analysis. (2025-06-11). Accessed 2026-11-11.
28. Heliyon (Yoo, Duksung Women's University), The effects of augmented reality on consumer responses in mobile shopping: The moderating role of task complexity. (2023-02-15). Accessed 2026-11-11.
29. International Journal of Life Cycle Assessment (Fritz et al., Pforzheim University), Environmental impact of high-value gold scrap recycling. (2020-08-25). Accessed 2026-11-11.
30. Heliyon (Zhdanov et al., Higher School of Economics and Skoltech), Comparative analysis: CapEx in diamond mining versus diamond growing, based on open data sources and experimental results. (2024-06-10). Accessed 2026-11-11.
31. U.S. Bureau of Labor Statistics, QCEW Open Data: 2025 annual averages, industry 458310 (CSV) (2026-09). Accessed 2026-11-11.
32. U.S. Census Bureau, 2022 Economic Census: Selected Sectors: Summary Statistics (Census Data API) (2025). Accessed 2026-11-11.
33. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
34. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
35. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
36. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
37. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
38. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
39. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
40. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
41. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
42. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
43. U.S. Bureau of Labor Statistics, Occupational Outlook Handbook: Jewelers and Precious Stone and Metal Workers (2026-08). Accessed 2026-11-11.
44. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
45. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
46. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
47. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-11.
48. U.S. Bureau of Labor Statistics, Consumer Price Index for All Urban Consumers (CPI-U): Jewelry and watches in U.S. city average, Series CUUR0000SEAG (2016-01). Accessed 2026-11-11.
49. U.S. Bureau of Labor Statistics, Consumer Price Index for All Urban Consumers (CPI-U): Jewelry in U.S. city average, Series CUUR0000SEAG02 (2016-01). Accessed 2026-11-11.
50. U.S. Bureau of Labor Statistics, Consumer Price Index for All Urban Consumers (CPI-U): Watches in U.S. city average, Series CUUR0000SEAG01 (2016-01). Accessed 2026-11-11.
51. U.S. Bureau of Labor Statistics, QCEW Open Data: 2014 annual averages, industry 448310 (CSV) (2015-09). Accessed 2026-11-11.
52. U.S. Census Bureau, County Business Patterns 2023 (Census Data API) (2025-06). Accessed 2026-11-11.
53. U.S. Census Bureau, County Business Patterns 2021 (Census Data API) (2023-06). Accessed 2026-11-11.
54. U.S. Census Bureau, County Business Patterns 1998 (Census Data API) (2000). Accessed 2026-11-11.
55. U.S. Census Bureau, County Business Patterns 1986 (Census Data API) (1988). Accessed 2026-11-11.
56. U.S. Census Bureau, County Business Patterns 1997 (Census Data API) (1999). Accessed 2026-11-11.
57. U.S. Census Bureau, County Business Patterns 2023 by employment size (Census Data API) (2025-06). Accessed 2026-11-11.
58. U.S. Census Bureau, Vintage 2025 national and state population estimates (NST-EST2025-ALLDATA) (2026-01-27). Accessed 2026-11-11.
59. U.S. Census Bureau, County Business Patterns 2023 (Census Data API) (2025-06). Accessed 2026-11-11.
60. U.S. Census Bureau, Vintage 2025 county population estimates (CO-EST2025-ALLDATA) (2026-03). Accessed 2026-11-11.
61. U.S. Census Bureau, County Business Patterns 2023 (Census Data API) (2025-06). Accessed 2026-11-11.
62. U.S. Census Bureau, Nonemployer Statistics: 2023 (Census API dataset 2023/nonemp) (2025). Accessed 2026-11-11.
63. U.S. Census Bureau, Nonemployer Statistics: 2021 (Census API dataset 2021/nonemp) (2023). Accessed 2026-11-11.
64. U.S. Census Bureau, Nonemployer Statistics: 2013 (Census API dataset 2013/nonemp) (2015). Accessed 2026-11-11.
65. U.S. Census Bureau, Nonemployer Statistics: 2024 (Census API dataset 2024/nonemp) (2026). Accessed 2026-11-11.
66. U.S. Census Bureau, 2017 Economic Census: Selected Sectors: Summary Statistics (Census Data API) (2020). Accessed 2026-11-11.
67. U.S. Census Bureau, 2022 Economic Census: Products and services by industry (Census Data API) (2025). Accessed 2026-11-11.
68. U.S. Bureau of Labor Statistics, Business Employment Dynamics: Table 7. Survival of private sector establishments by opening year, Retail Trade (2026-10). Accessed 2026-11-11.
69. U.S. Geological Survey (Mineral Commodity Summaries), Mineral Commodity Summaries 2026: Gemstones (2026-02). Accessed 2026-11-11.
70. U.S. Geological Survey (Mineral Commodity Summaries), Mineral Commodity Summaries 2021: Gemstones (2021-01). Accessed 2026-11-11.
71. U.S. Geological Survey (Mineral Commodity Summaries), Mineral Commodity Summaries 2016: Gemstones (2016-01). Accessed 2026-11-11.
72. U.S. Geological Survey (Minerals Yearbook), 2019 Minerals Yearbook: Gemstones [Advance Release] (2021). Accessed 2026-11-11.
73. U.S. Geological Survey (Mineral Commodity Summaries), Mineral Commodity Summaries 2026: Gold (2026-02). Accessed 2026-11-11.
74. U.S. Geological Survey (Mineral Commodity Summaries), Mineral Commodity Summaries 2025: Gold (2025-01). Accessed 2026-11-11.
75. U.S. Geological Survey (Mineral Commodity Summaries), Mineral Commodity Summaries 2026: Silver (2026-02). Accessed 2026-11-11.
76. AEI Income & Growth Fund 25 LLC, AEI Income & Growth Fund 25 LLC Form 10-K for the year ended December 31, 2025 (2026-03-27). Accessed 2026-11-11.
77. Full House Resorts, Inc., Full House Resorts, Inc. Form 10-K for the year ended December 31, 2024 (2025-03-11). Accessed 2026-11-11.
78. Signet Jewelers Limited, Signet Jewelers Limited Form 10-K for the fiscal year ended January 31, 2026 (Fiscal 2026) (2026-03-19). Accessed 2026-11-11.
79. Berkshire Hathaway Inc., Berkshire Hathaway Inc. Form 10-K for the year ended December 31, 2025 (2026-03-02). Accessed 2026-11-11.
80. Berkshire Hathaway Inc., Berkshire Hathaway Inc. Form 10-K for the year ended December 31, 2023 (2024-02-26). Accessed 2026-11-11.
81. Signet Jewelers Limited, Signet Jewelers Limited Form 10-K for the fiscal year ended February 1, 2025 (Fiscal 2025) (2025-03-19). Accessed 2026-11-11.
82. Charles & Colvard, Ltd., Charles & Colvard, Ltd. Form 10-K for the fiscal year ended June 30, 2024 (2025-04-03). Accessed 2026-11-11.
83. Brilliant Earth Group, Inc., Brilliant Earth Group, Inc. Form 10-K for the fiscal year ended December 31, 2025 (2026-03-17). Accessed 2026-11-11.
84. Brilliant Earth Group, Inc., Brilliant Earth Group, Inc. Form 10-K for the fiscal year ended December 31, 2024 (2025-03-13). Accessed 2026-11-11.
85. Blue Nile, Inc., Blue Nile, Inc. Form 10-K for the fiscal year ended January 3, 2016 (2016-03-01). Accessed 2026-11-11.
86. Movado Group, Inc., Movado Group, Inc. Form 10-K for the fiscal year ended January 31, 2026 (2026-03-19). Accessed 2026-11-11.
87. Federal Trade Commission (eCFR, Office of the Federal Register), 16 CFR Part 23, Guides for the Jewelry, Precious Metals, and Pewter Industries (2018-08-16). Accessed 2026-11-11.
88. Federal Trade Commission (Federal Register), Guides for the Jewelry, Precious Metals, and Pewter Industries (Federal Register, 2018-08-16, 83 FR 40665) (2018-08-16). Accessed 2026-11-11.
89. U.S. Government Publishing Office (United States Code), 15 U.S.C. Sec. 294 - Importation or transportation of falsely marked gold or silver ware prohibited (United States Code, 2023 Edition) (2023). Accessed 2026-11-11.
90. U.S. Government Publishing Office (United States Code), 15 U.S.C. Sec. 295 - Standard of fineness of gold articles; deviation (United States Code, 2023 Edition) (2023). Accessed 2026-11-11.
91. U.S. Government Publishing Office (United States Code), 15 U.S.C. Sec. 296 - Standard of fineness of silver articles; deviation (United States Code, 2023 Edition) (2023). Accessed 2026-11-11.
92. U.S. Government Publishing Office (United States Code), 15 U.S.C. Sec. 297 - Stamping plated articles (United States Code, 2023 Edition) (2023). Accessed 2026-11-11.
93. U.S. Government Publishing Office (United States Code), 15 U.S.C. Sec. 298 - Violations of law (United States Code, 2023 Edition) (2023). Accessed 2026-11-11.
94. The Florida Legislature (Online Sunshine), The 2026 Florida Statutes, s. 538.06 Holding period (2026). Accessed 2026-11-11.
95. The Florida Legislature (Online Sunshine), The 2026 Florida Statutes, s. 538.04 Record-keeping requirements; penalties (2026). Accessed 2026-11-11.
96. The Florida Legislature (Online Sunshine), The 2026 Florida Statutes, s. 538.09 Registration (2026). Accessed 2026-11-11.
97. The Florida Legislature (Online Sunshine), The 2026 Florida Statutes, s. 538.07 Penalty for violation of chapter (2026). Accessed 2026-11-11.
98. The Florida Legislature (Online Sunshine), The 2026 Florida Statutes, s. 539.001 The Florida Pawnbroking Act (2026). Accessed 2026-11-11.
99. Federal Trade Commission (eCFR, Office of the Federal Register), 16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (2023-07-26). Accessed 2026-11-11.
100. Federal Trade Commission (Federal Register), Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (Federal Register, 2024-08-22) (2024-08-22). Accessed 2026-11-11.
101. Federal Trade Commission (eCFR, Office of the Federal Register), 16 CFR 1.98 Adjustment of civil monetary penalty amounts (2025). Accessed 2026-11-11.
102. YouTube (Google) Help Center, Add branded content restrictions & disclosure labels (YouTube Help) (2026). Accessed 2026-11-11.
103. YouTube (Google) Help Center, Use music & sound effects from the Audio Library (YouTube Help) (2026). Accessed 2026-11-11.
104. Edward Jay Epstein (author; book first published 1982 by Simon & Schuster), The Rise and Fall of Diamonds, Chapter 13: The Diamond Invention (print version) (1982). Accessed 2026-11-11.
105. Economic Inquiry (Francis-Tan and Mialon, Emory University), “A Diamond is Forever” and Other Fairy Tales: The Relationship between Wedding Expenses and Marriage Duration (2015-03-10). Accessed 2026-11-11.
106. BriteCo (jewelry insurer that sells through jewelers), BriteCo Reveals Average Engagement Ring Cost in 2025: $6,504, With Lab-Grown Diamonds Driving Big Savings for Couples (2025-10-07). Accessed 2026-11-11.
107. EyeView Digital (video production and testing vendor; sold the videos it tested), UMOO - a prime beef example of EyeView's success (2009-02-10). Accessed 2026-11-11.
108. Unbounce (landing-page software seller), The benefits of using video on landing pages (2010-08). Accessed 2026-11-11.
109. Unbounce (landing-page software seller; analysis of its own customers' pages), Video on landing pages means more conversions, right? Wrong. Here's why (2021-08-26). Accessed 2026-11-11.
110. Unbounce (landing-page software seller; repeater), 15 high-converting landing page examples (+ why they work) (2025-04-06). Accessed 2026-11-11.
111. BriteCo (jewelry insurer that sells through jewelers; repeater), How To Shoot A Jewelry Video (2021-01-15). Accessed 2026-11-11.
112. Internet Retailer (now Digital Commerce 360), Ice.com sees product videos in a new light (2009-12-02). Accessed 2026-11-11.
113. Invodo, Statistics (Invodo resources page) (Not stated (captured 2015-01-06)). Accessed 2026-11-11.

Update policy and change log

We re-verify every figure quarterly and when a major source publishes a new edition. The next scheduled review is February 2027. Corrections go to contact@markstudios.com.

• Nov 11, 2026: First published with 473 figures from 37 publishers, each checked against its original source.