Holiday Jewelry Market Outlook 2026: Gemstone Preferences Reflect Changing Consumer Values
The global fine jewelry market enters the holiday season as its most commercially significant period of the year. Christmas and year-end celebrations consistently drive heightened consumer demand, influencing not only short-term sales but also longer-term trends in gemstone preferences. As shoppers look for meaningful gifts that combine beauty with symbolism, gemstone jewelry continues to play a central role in holiday purchasing decisions.
According to an article on MSN, which summarizes findings from Gems’ Most Popular Gemstones for Luxury Jewelry 2026 Report, the holiday season accounts for approximately 24% of all annual fine jewelry sales, making it the most critical period for jewelry retailers and brands worldwide.
Data Highlights Holiday Gemstone Demand
Drawing on national live shopping data and consumer insights, Gems released its official ranking of the top twelve gemstones most frequently chosen for holiday jewelry. The list reflects a balance between established classics and colored gemstones that are gaining traction as consumers seek more personalized and expressive pieces.
Diamond remains the leading choice for holiday celebrations, valued for its enduring symbolism of commitment, success, and longevity. Its dominance spans engagement jewelry, milestone gifts, and luxury accessories. Sapphire follows closely, offering a combination of durability and rich color that appeals to buyers seeking elegance with long-term wearability.
A notable development in the 2026 ranking is the growing popularity of gemstones that emphasize individuality. Opal, known for its distinctive play of color, has gained attention as a gemstone that ensures no two pieces are alike. Pearls, traditionally associated with classic styles, have undergone a modern reinvention. Contemporary designs and styling have repositioned pearls as one of the most fashion-forward options for holiday gifting.
Tanzanite continues to rise in prominence due to its vivid blue-violet hue and limited geographic origin. Increasingly, consumers view tanzanite not simply as a decorative stone but as a potential heirloom with long-term value. Ruby, long associated with passion and vitality, remains a seasonal favorite, while emerald continues to symbolize renewal, growth, and sophistication.
The ranking is rounded out by gemstones that offer versatility and emotional appeal. Tourmaline attracts interest for its wide range of available colors, enabling personalization. Turquoise is favored for its calming, sky-blue tones, while amethyst delivers refined elegance through its deep purple coloration. Aquamarine, associated with clarity and tranquility, and garnet, valued for its warm and festive richness, complete the top twelve list.
Shifting Consumer Priorities in Luxury Jewelry
Industry observers note that consumer behavior is evolving beyond traditional luxury markers. Rather than focusing solely on material value, buyers are increasingly drawn to gemstones that carry symbolic meaning or reflect personal stories.
“This list represents our view of an official holiday sparkle forecast,” said Mike Burnette, Vice President of Jewelry Operations at Gems. He highlighted that shoppers are gravitating toward color, individuality, and emotional significance, with opals and tanzanite experiencing particularly strong growth. Pearls, he added, have successfully transitioned into one of the most contemporary gemstone categories.
This shift mirrors broader trends across luxury and lifestyle markets, where authenticity and emotional connection are becoming essential drivers of purchasing decisions.
Key Trends Shaping the Holiday Jewelry Market
Several clear themes are influencing gemstone demand during the 2026 holiday season:
- Meaning over materialism: Consumers prioritize gemstones that represent personal values or milestones.
- Color-driven demand: Sapphire, opal, tourmaline, and aquamarine continue to gain momentum.
- Rarity and longevity: Limited-origin gemstones such as tanzanite are increasingly viewed as long-term keepsakes.
Implications for Retailers and Market Watchers
For retailers, editors, and industry analysts, these insights offer a clearer understanding of what drives holiday jewelry sales. Products that combine craftsmanship, symbolism, and authenticity are better positioned to resonate in a competitive seasonal marketplace.
About Gems
Gems is a leading live fine jewelry shopping platform, offering 24/7 access to diamonds, gemstones, and designer jewelry through television, streaming, and digital channels. With nearly 30 years of experience and more than one million pieces sold, Gems focuses on education, trust, and value in the evolving fine jewelry market.
