Retail jewelers experienced another favorable month in July, with overall sales rising by 10% compared to July 2025. This uplift was predominantly due to a 12% increase in the average value of each transaction, despite a 2% dip in the volume of items sold. This indicates a more moderate top-line performance than June's 18% sales growth, with a renewed emphasis on higher transaction values rather than increased unit movement.

The continued positive trajectory in sales, albeit at a somewhat slower pace than the preceding month, highlights the resilience of the jewelry market. The focus has clearly shifted, with premium purchases driving the overall revenue, compensating for a slight reduction in the number of individual pieces sold.

Market Performance and Regional Highlights

The latest market analysis for July 2026 reveals a sustained positive trend for retail jewelers, with gross sales climbing 10% year-over-year. This notable growth is largely attributed to a significant 12% rise in the average retail sale value, effectively counteracting a marginal 2% decrease in unit sales. This data suggests a market dynamic where consumers are opting for higher-value items, underpinning the overall revenue increase even as the quantity of individual purchases slightly declines. Compared to June's more robust 18% sales surge and stable unit sales, July's performance indicates a period of more measured expansion, with a clear emphasis on the quality and value of transactions.

Delving deeper into regional performance, the West led the growth with an impressive 15% increase, followed closely by the Northeast at 10%, and both the South & Southeast and Midwest regions each reporting a 9% rise. Canada, however, experienced a slight downturn with a 2% decrease in sales. In terms of product categories, diamonds showed a healthy 11% increase in sales and a 9% rise in average retail sale, accompanied by a 1% growth in unit sales. Colored stones and pearls demonstrated a strong 16% sales increase and a 22% jump in average retail sale, despite a 5% drop in units. Sterling silver and alternative metals also saw a 5% sales increase, fueled by a 14% rise in average retail sale, even with an 8% decline in unit movement. This varied performance across regions and categories underscores the diverse factors influencing the jewelry market.

Leading Suppliers and Category Dynamics

Top-performing wholesalers played a crucial role in shaping July's market landscape. Over the rolling 12 months, Stuller led with an 8% growth, followed by Cartier at 6%, Joshua J Fine Jewelry at 4%, Paramount Gems at 3%, and Malakan Diamond Co. at 2%. When comparing July 2026 to July 2025, Joshua J. Fine Jewelry saw an extraordinary 173% increase, with Cartier also experiencing a remarkable 153% surge. Paramount Gems grew by 69%, Malakan Diamond Co. by 36%, and David Yurman by 35%. These figures highlight significant shifts in supplier performance and market share, indicating evolving consumer preferences and strategic successes among these key players.

Across different jewelry categories, the performance indicators reveal distinct trends. Diamonds maintained a strong showing, with an 11% uptick in sales and a 9% rise in average retail transaction value, supported by a modest 1% increase in unit sales. This balanced growth suggests consistent demand for diamond pieces. Colored stones and pearls, while experiencing a 5% reduction in units sold, saw a substantial 16% jump in sales and an impressive 22% increase in average retail price, indicating a consumer preference for higher-value items in this segment. Sterling silver and alternative metals also recorded a 5% increase in sales, driven by a 14% rise in average retail value, despite an 8% decline in units. Overall, the market's continued sales growth, albeit at a more tempered pace than previous months, is largely sustained by the robust average retail sale, especially within the colored stones and pearls, and sterling silver and alternative metals categories.