As an online seller looking to enter or expand in the US jewelry and accessories market, understanding the different segments, sales volumes, and buyer personas is crucial for success. In this comprehensive analysis, we'll break down the current state of the US jewelry and accessories market across major online platforms, helping you identify opportunities for growth and profitability.
Understanding the US Jewelry and Accessories Market Segments
The US jewelry market is projected to reach $121.78 billion by 2031, growing at a CAGR of 5.80% from 2024 to 2031. This strong growth trajectory presents numerous opportunities for online sellers across various segments and marketplaces.
The jewelry market can be segmented in multiple ways: by type (luxury, fashion, costume), by material (precious metals, stones), by product type (rings, necklaces, earrings, bracelets), by price range (low-end, mid-range, high-end, luxury), and by occasion (everyday wear, special occasions, gifts). Each segment presents unique opportunities and challenges for online sellers.
Let's examine how these segments perform across major US online marketplaces:
| Segment | Marketplace | Est. Unit Sales/Week | Est. $ Sales/Week | Avg. Price Range | Primary Buyer Personas |
|---|---|---|---|---|---|
| Fine Jewelry (Gold) | Amazon | 1,500-2,500 | $750K-1.25M | $300-$800 | Affluent professionals, 30-55, seeking quality and convenience |
| eBay | 800-1,200 | $400K-600K | $250-$700 | Deal-seekers, collectors, 35-60, value-conscious | |
| Etsy | 400-700 | $200K-350K | $350-$750 | Handmade enthusiasts, 25-45, value uniqueness | |
| Shopify DTC | 200-500 | $150K-350K | $400-$900 | Brand-loyal customers, 25-45, sustainability-focused | |
| Fine Jewelry (Diamond) | Amazon | 400-700 | $800K-1.4M | $1,200-$3,000 | Gift purchasers, engagement shoppers, 28-45 |
| eBay | 200-400 | $300K-600K | $900-$2,500 | Price-conscious luxury buyers, 30-55 | |
| Etsy | 150-300 | $225K-450K | $1,000-$2,000 | Alternative engagement shoppers, 25-40 | |
| Shopify DTC | 100-250 | $250K-600K | $1,500-$3,500 | Ethically-conscious luxury buyers, 25-40 | |
| Fashion Jewelry | Amazon | 15,000-25,000 | $300K-500K | $15-$50 | Trend-followers, 18-35, impulse purchasers |
| eBay | 8,000-12,000 | $120K-240K | $10-$30 | Budget-conscious shoppers, 20-45 | |
| Etsy | 10,000-18,000 | $250K-450K | $20-$60 | Artisan supporters, 22-40, uniqueness seekers | |
| Shopify DTC | 5,000-10,000 | $150K-300K | $25-$75 | Brand-followers, 18-35, social media influenced | |
| Costume Jewelry | Amazon | 30,000-50,000 | $300K-500K | $8-$25 | Trend-chasers, 16-30, budget shoppers |
| eBay | 15,000-25,000 | $120K-200K | $5-$15 | Bargain hunters, 18-40 | |
| Etsy | 20,000-30,000 | $200K-300K | $8-$20 | Handmade enthusiasts, 18-35, trend-followers | |
| Shopify DTC | 8,000-15,000 | $80K-150K | $10-$30 | Style-conscious younger shoppers, 16-28 | |
| Waterproof/Resin Jewelry | Amazon | 5,000-8,000 | $150K-240K | $25-$45 | Active lifestyle consumers, 20-40, outdoorsy |
| eBay | 2,000-3,500 | $50K-90K | $20-$35 | Value-seekers, 25-45, practical buyers | |
| Etsy | 8,000-12,000 | $240K-360K | $25-$50 | Nature enthusiasts, 18-35, uniqueness seekers | |
| Shopify DTC | 1,500-3,000 | $60K-120K | $30-$60 | Eco-conscious consumers, 22-38, brand followers | |
| Men's Jewelry | Amazon | 3,000-5,000 | $180K-300K | $50-$120 | Urban professionals, 25-45, style-conscious |
| eBay | 1,500-3,000 | $75K-150K | $40-$100 | Value-seeking men, 30-50 | |
| Etsy | 800-1,500 | $48K-90K | $45-$110 | Alternative style men, 25-40, individuality seekers | |
| Shopify DTC | 1,000-2,000 | $70K-140K | $60-$150 | Fashion-forward males, 20-40, brand-conscious |
Key Insights for Online Sellers
Platform Strengths
Amazon:
Dominates in volume across all segments
Excels in the costume and fashion jewelry categories
Attracts convenience-seeking customers who value fast shipping and easy returns
eBay:
Strong performance in value-oriented segments
Attracts bargain hunters and deal-seekers
Good platform for mid-priced fine jewelry with lower fees than traditional retail
Etsy:
Leader in handmade, unique, and artisanal jewelry
Particularly strong in waterproof/resin jewelry segment
Attracts customers seeking one-of-a-kind pieces and willing to pay premium for uniqueness
Shopify Direct-to-Consumer (DTC):
Highest average price points across all categories
Attracts brand-loyal and ethically-conscious consumers
Best platform for storytelling and building lasting customer relationships
Growth Opportunities: Waterproof and Resin Jewelry Spotlight
The waterproof and resin jewelry segment represents one of the fastest-growing opportunities in the US market. This category bridges the gap between fashion and practicality, appealing to active lifestyle consumers and those seeking unique, nature-inspired pieces.
Examples of Popular Waterproof Jewelry:
Waterproof Stainless Steel Designs: Brands like Ellie Vail use high-quality stainless steel that resists water damage, offering durable everyday pieces that don't need to be removed for swimming or showering.
PVD-Coated Pieces: Companies like Hey Harper use Physical Vapor Deposition coating technology to create water-resistant jewelry that maintains its finish even with frequent water exposure.
Waterproof Gold-Plated Jewelry: Brands such as Ana Luisa and Avaria offer eco-friendly, water-resistant gold-plated pieces that maintain their luster despite exposure to moisture.
Examples of Popular Resin Jewelry:
Pressed Flower Resin Earrings: Handcrafted earrings containing real pressed flowers or plants encased in clear resin, offering a piece of nature in wearable art form.
Colorful Glitter Resin Pieces: Lightweight, vibrant jewelry featuring suspended glitter, colors, or metallic elements in resin, popular for their eye-catching appearance.
Nature-Inspired Resin Pendants: Necklaces featuring elements like blue sky and clouds, dried flowers, or natural elements preserved in resin, appealing to nature enthusiasts.
Wood and Resin Combinations: Jewelry that combines natural wood with resin accents, creating unique patterns and textures popular among eco-conscious consumers.
The resin jewelry market has seen significant growth, with the jewelry casting resin market alone projected to reach $39.42 billion by 2031, growing at a CAGR of 16.44%.
Methodology and Assumptions
The estimates in this table are derived from a combination of publicly available market research, industry reports, and extrapolated data based on ShelfTrend internal sources:
Market Size Data: The US jewelry market is valued at $77.57 billion in 2023 and projected to reach $121.78 billion by 2031, growing at a CAGR of 5.80%.
Platform Distribution: eBay has over 134 million active buyers worldwide with approximately 16% of sold products coming from the electronics and accessories category. Amazon remains the most visited e-commerce site, while Etsy provides access to handmade and unique items from small sellers.
Segment Analysis: The gold jewelry segment holds the largest share at 54.8% of the jewelry market as of 2023. In the US jewelry market, high-end designer jewelry is growing rapidly due to its appeal among affluent consumers seeking exclusive designs.
Price Points: Data from numerous jewelers shows the average retail price for jewelry is $804, with an average markup of 116% based on data from major jewelry businesses.
Gender Distribution: Women accounted for 72% of the US jewelry market share in 2023, while men's jewelry is growing, particularly in segments like cufflinks, chains, and rings.
It's important to note that actual sales figures can vary significantly based on seller reputation, product quality, marketing effectiveness, and seasonality. These estimates represent an average week outside of peak holiday seasons when sales typically increase by 30-100% depending on the segment.
The US jewelry and accessories market offers substantial opportunities across all online platforms, with each marketplace having distinct advantages for different segments. As an online seller, your success will depend on matching your product offering to the right platform and buyer persona.
Consider factors such as:
Your inventory investment capabilities
Your brand story and values
Your target demographic
Your pricing strategy
Your fulfillment capabilities
By aligning these factors with the right marketplace strategy, you can position yourself for success in this growing and dynamic market segment.
Sources
Grand View Research. "Jewelry Market Size, Share, Growth & Trends Report, 2030."
Fortune Business Insights. "Jewelry Market Size, Share, Growth & Trends, 2025-2032."
Custom Market Insights. "US Jewelry Market Size, Trends, Share, Forecast 2033."
Oberlo. "Online Jewelry Sales Statistics (2017–2029)."
Verified Market Research. "U.S. Jewellery Market Size, Share, Trends, Scope & Forecast."
IMARC Group. "Costume Jewelry Market Size, Share Analysis, Forecast 2033."
Market Research Future. "Luxury Jewelry Market Size, Trends, Growth, and Industry Forecast by 2030."
Rank & Style. "Best Waterproof Jewelry Brands."
Etsy. "Top Resin Jewelry."
Verified Market Research. "Jewelry Casting Resin Market Size, Scope, Trends and Forecast."
Shopify. "12 Ecommerce Marketplaces To Sell Products (2025)."
eDesk. "Top eBay statistics for 2025."