"Jewellery in South Africa" Published

Demand for jewellery in South Africa continues to be driven by purchases for special occasions, with the economic conditions playing less of a role in terms of determining demand. This is mainly relevant within real jewellery, where items are usually purchased as gifts for special occasions including weddings, engagements and birthdays, among many other events. Consumers are well known to be less concerned with the prices of jewellery purchased for such events as jewellery is these items are often symbolic of love and affection, which translates into sentimental value and high prices are often equated with this. Subsequently the overall sales for luxury jewellery continue to see stable growth despite the economic challenges which are constraining growth in consumer disposable incomes.

Competitive Landscape

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Brown’s the Diamond store led overall value sales of jewellery in 2015 with an 11% value share. The company can attribute its success to the uniqueness of the diamond jewellery it sells, with consumers having grown to trust the brand during the time that it has been present in South Africa. Being a local brand, Browns has managed to survive competition from international brands through focusing on selling its own jewellery brands and such an approach has allowed the company to easily expand its outlet network using the same standards and in the process creating a unique identity.

Industry Prospects

Stable value growth is expected within jewellery over the forecast period, with the category expected to post a 5% value CAGR in constant 2015 terms. Further growth is likely to be suppressed by the anticipated fluctuations in precious metal prices, which often results in unit price hikes for most jewellery items across all retail channels. Value growth in the category is likely to be due mainly to unit price growth, although volume growth is expected to be sustained by affordable jewellery items which appeal more to consumers with limited budgets.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Jewellery industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Jewellery industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Jewellery in South Africa market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares

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