Jewellery in the Netherlands

PROSPECTS

Economic improvement and rising confidence boost fine jewellery

Jewellery continued to see a healthy current value increase in 2019, although growth was slower than in the previous year. The prevailing good economic environment was beneficial for growth in sales of jewellery in the Netherlands, but lower consumer confidence led to more stable growth.

Quality and design are the most important factors

Gold and silver are valued for products such as rings and necklaces, due to their quality. However, other lower-priced materials are also gaining popularity.

Specialist retailers address the competition from internet retailing

Although jewellery and watch specialist retailers still dominated jewellery in the Netherlands in 2019, the rapid shift in distribution towards internet retailing continued. The number of independent jewellery specialist retailers is declining, whilst department stores also faces pressure from greater competitiveness and the shift towards non-store retailing.

COMPETITIVE LANDSCAPE

Traditional jewellery retailers adapt to meet different consumers’ needs

Traditional jewellery specialists are adapting their sales strategies to expand their ranges of products and target more consumer groups with a wider variety of products. Steltman is one of the reference jewellers from the Netherlands, present with two physical stores located in The Hague, with one specialised in fine jewellery and the other in watches.

Local players are valued by Dutch consumers

Local player Tirisi Jewelry is valued for offering attractive designs and good quality at affordable prices, with the use of gold, silver and combinations. In addition to its classic Tirisi line, the manufacturer also promotes Tirisi Moda, a jewellery collection with a more fashionable concept, targeted towards younger women, with products including bracelets, earrings and necklaces.

Retailers address the challenge from internet retailing

Lucardi was the second largest player in jewellery in value terms in 2018, and is one of the few chained jewellery specialist retailers in the Netherlands. The retailer increased its investment in combatting the growing competition from internet retailing by focusing its strategy on combining its presence and promotions through physical stores with encouraging sales through its webshop with frequent price and product promotions.

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