Purchase dips in US – reports JCOC

The Weekly Jewelry Purchase (WJP) Index by the Jewelry Consumer Opinion Council (JCOC), reports that purchase by US customers for jewellery and watches dipped during the Mother’s Day week. JCOC records the consumers' recent and expected jewellery and watch purchasing behavior in the Index. "The index as of May 13 is down to 87 which represents a drop in consumer buying for Mother's Day," explains Liz Chatelain, president of MVI Marketing, the parent company of JCOC.

The reading on the Index indicates that if a scale of 100 points is reached, it represents no movement or neutral purchasing by consumers. Higher then 100 will show an increase and lower than 100 points will indicate a drop. "The index has not been this low since the week after Valentines Day," mentioned Chatelain, who adds, "last year at this time the index was at +126 which further demonstrates the decline in purchasing.