Alcor records an increase in demand for children’s gold and silver jewelry in the e-com segment. So, in the first half of 2024, this growth was about a third compared to the same period in 2023, said Mikhail Vesialov, head of the ALKOR analytics department.
According to him, the most sold type of products in both silver and gold are earrings (72 percent) and pendants (25 percent). At the same time, the rings are practically not sold – there is a demand for open, dimensionless rings made of silver, but the share of such purchases is no more than 5% of the total sales of children’s jewelry. This greatly distinguishes the segment of children’s jewelry from “adult” sales, where rings consistently lead in the assortment structure.
The most popular type of children’s jewelry – earrings – can be divided by the type of lock. Pusets, French locks and small-diameter Congo earrings are in steady demand. The English castle in children’s products is not as popular as in adults – the share of sales of such decorations is only 6-8 percent.
The majority of sales of jewelry with diamonds on the marketplaces are for products weighing up to 1.5 grams. Lightweight jewelry accounts for 42% of the total volume. This is a stable trend that has not changed over the past three years.