In 2015 and early 2016 the market for gold jewelry dropped significantly, which is logical in times of crisis. However, the demand for jewelry with diamonds has remained relatively stable. This is evidenced by poll “News” the largest Rottweilers.
Jewelry Rottweilers segment SMarket “585 gold”, “Adam ACE” and “EPL — the Yakut diamonds” told “Izvestia” that do not fix or reduce demand, or see only a slight decrease in revenue from the sale of products with the most expensive stones. Although in General the demand for jewelry in 2015 in Russia decreased by 39%.
According to “Adamas” (one of the leaders in the number of sales outlets, the chain has 200 stores), in the last two years, the demand for jewelry with diamonds remains at the same level.
— The buyer it is crucial to buy diamond jewelry, not ready to shift to the cubic Zirconia, even in spite of the substantial difference in price, said a company spokeswoman Evgeniya Sazonova.
The prices for these decorations was adjusted within 5%. Comparable company sales in 2015 increased slightly, but absolute numbers, the retailer did not disclose. Not yet freely available and the financial statements for 2015. According to “SPARK-Interfax”, in 2014, revenues “Adamas-Yuvelirtorg” and “Adamas Goldsmiths” risen by 26.5% to 22.6 billion rubles, and 3.6% to 21 billion rubles, respectively.
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In “585 Gold” Izvestia said that revenue by the end of 2015 decreased slightly compared with last year, this occurred proportionally for all types of jewelry, including diamond. Financial results the company does not disclose, is now developing about 200 stores across the country.
Experts the popularity of diamonds even in the crisis are not surprised. Moreover, consider this natural phenomenon.
The buyers in the mass segment tend to consider diamond investments, explains the reasons for such a persistent interest in stones Chapter Y Consulting Daria Nuclear.
Note that you should divide the jewellery with diamonds and investment diamonds, which are sold in sealed boxes along with a certificate that confirms the characteristics of rocks, the so-called certified diamonds.
In the retailer “Apple — Yakut diamonds” they say that last year the sale of jewelry with these stones fell 6%.
But already from the beginning of 2016, there is a rise of 8.5% when compared with revenue in 2014, says press Secretary Anastasia Kokusanka retailer.
According to her, showed a good growth category diamond jewelry more 100 thousand rubles.
— There was a small splash and certified diamonds. In 2015, sales increased 6%, of which almost 30% increase in the number of purchases of jewels worth over 1 million rubles, — told Anastasia Kokusanka. — If to consider the dynamics of the value of diamonds, for the last five years they have risen several times. In a crisis situation and monetary shocks gems become an asset that you trust.
By the end of 2014, the company’s turnover amounted to almost 1.7 billion (+12%), according to “SPARK-Interfax”. In Russia and Europe, the company is developing 41 the store.
However, the purchase in Russia of such an asset may not be a very good investment. As told “Izvestia” in company ALROSA (diamond producer), firstly, in Russia there are few laboratories are able to certify the stones or confirm their certification. Secondly, there is the problem connected with payment of VAT. When stone is bought at the price already incorporated the tax, and when a natural person sells a stone it loses its value, because the tax from the proceeds is deducted.
The story of the fall
According to Y Consulting, the turnover of jewellery retail in Russia in 2015 has increased by 4.4% to 869,4 billion, in real terms decreased by 19% due to reductions in average price segment. The share of low segment (up to $300) accounted for 24%, medium (up to $3 million) — 61%, high ($3 thousand) — 15%. According to the international trade Centre of Moscow, a 2015 four customs codes in the country, imported jewelry $2.8 million, and in 2014 by $5.3.
In the report of the world gold Council for the year 2015 stipulates that this period for gold jewelry in Russia was one of the most severe in the last 14 years. Consumption sank by 39% — to 41.1 tons, the collapse began in mid-2014, the report notes. Meanwhile, for the global market of jewelry the fourth quarter and overall the second half of 2015 were the strongest for the last 11 years. So, in real terms, the turnover amounted to 671,4 t, drop — minus 1%. For the whole year of 2015 the market of gold jewelry amounted to 2.4 thousand tons, in money — $90 billion.
