There is expected to be a rebound in jewellery in 2021, with healthy current value growth, as society starts to open up. However, value sales will still fall well behind pre-pandemic levels.
Following the trend observed throughout the review period, domestic player Apart continued to hold a commanding lead in highly fragmented jewellery in Poland, followed by the two other important domestic players, second-ranked Vistula Group, with its W Kruk brand, and third-ranked YES Bizuteria. Also, another local player, Briju SA, which operates a chain of 60 stores located in shopping centres throughout Poland, saw strong growth during the review period.
To stimulate demand, the larger players invested in advertising campaigns. For example, the Apart chain store launched a series of ads before Christmas in 2020, featuring three famous celebrities Malgorzata Socha (actress), Julia Wieniawa (singer and actress) and Anna Lewandowska (sports woman).
Though the pandemic has significantly negatively impacted value sales, it is expected that jewellery will recover, as the economy also quickly recovers from the fallout of COVID-19. It is expected that costume jewellery will return to pre-pandemic levels of value sales by about 2022.
While fine jewellery will register higher constant value growth over the forecast period, costume jewellery will account for significantly higher overall value sales.
Historically, jewellery distribution in Poland had been dominated by independent brick-and-mortar specialist retailers. Consumers tended to prefer in-store shopping in order to see and hold the jewellery they were considering buying.
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Understand the latest market trends and future growth opportunities for the Jewellery industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Jewellery industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Jewellery is a kind of personal adornment usually made with various precious and semi-precious materials such as gemstones, precious metals, beads, glass, and shells. Jewellery segment as either real or costume jewellery. Hair Accessories are not included as part of Real or Costume jewellery.See All of Our Definitions
This report originates from Passport, our Jewellery research and analysis database.
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