How “Bridge Jewellery” Helps Maintain Jewellery Demand
What is “Bridge jewellery”
This term is usually understood as a category of jewellery that fills the gap between the categories of “costume jewellery” (costume jewellery or fashion jewellery) and precious (in our understanding, “jewellery”) – fine jewellery. The term itself just arose from the popular English phrase “bridge the gap” – to fill the gap, to close the gap.
The category “bridge” includes a wide variety of jewellery, the price of which is significantly lower than the jewellery “classics”, but still higher than the cost of an average “jewellery” product. The main materials are silver (in the case of which, purely technically, jewellery retains belonging to jewellery), or the highest quality imitation of gold – gilding or gold filled (a hollow form of gold, which is filled with another metal, usually copper). In the bridge products, inserts made of semiprecious stones are actively used, which also brings them closer to jewellery.
Do we have this?
The closest “local” analogue of “bridge jewellery” may be the term “jewellery bijouterie”, which also uses high-quality alloys with gold and silver coatings, and often stones of a good level. Although it seemed to us that the American term implies jewellery that is more modern and diverse in design directions than those associated with our costume jewellery. The collections of bridge jewellery, for example, may contain affordable lines from eminent and “expensive” jewellery designers and brands.
In addition, products from young jewellery brands that can be found in design markets in large cities are suitable for the category description. Many modern designers hesitate to use precious metals in their work, thus making up for the demand for original and affordable handicrafts.
The research on the category of bridge jewellery was carried out by the National Jeweler portal and the Jewelers of America Association. In late August and early September, approximately 120 jewelers responded to marketing questions.
About half (48%) said the share of sales in this category had remained roughly the same over the past 3 years, while another 42% said that share was growing. Only 10% of respondents saw sales in the bridge category decrease.
When asked why they started adding “bridge jewellery” to their assortment, many replied that they did it when the price of gold began to rise, and justified the need to provide buyers with the goods at the prices they expect. Other representatives of the jewellery retail industry added that in addition to affordable prices, they were interested in fashionable design solutions. Also, the high marginality of this category of jewellery helped stimulate the “stuck” sales of the main assortment.