Study: Brides-to-be want best jewelry

Engaged women are more focused on getting the best jewelry and less focused on price compared with non-engaged females, finds "The American Wedding Study: Bridal Redefined," presented by Condé Nast Bridal Media at Forty One Madison in Manhattan yesterday.

Condé Nast Bridal Media, publisher of Brides, Elegant Bride, Modern Bride and Your Prom magazines, worked in conjunction with consumer expert WSL Strategic Retail to create the online survey using Global Strategy Group.

Under the survey category "Price is less important: I must have what is best," jewelry and watches were listed as the second highest in importance by 53 percent of engaged women and 40 percent of single women.

The survey also found that 88 percent of Americans get married at least once. The median age for brides is 27, and the median age for grooms is 29, which has increased over the years. The average length of an engagement is 16 months.

Couples are paying more for weddings, too, with 59 percent of those polled contributing to the cost of the wedding, and 30 percent self-financing the entire affair.

Technology has emerged as a top wedding trend, according to the survey, with 56 percent of those polled saying they either have or will have a wedding Web site, 20 percent will have an online guest book and 15 percent will use an iPod as a DJ.

The survey also found that cash remains the most requested gift, with 67 percent of engaged women declaring money as what they want for a wedding gift.

Internet searches and bridal magazines are also important to brides-to-be, with 95 percent of engaged women reading at least one bridal magazine as well as spending almost twice as many hours online in a week compared to single women.

Katherine Rizzuto, publisher of the Condé Nast Bridal Media publications, suggested five marketing tips to capture a bride-to-be's business, including helping her customize and personalize her wedding by offering a number of options, showing her why she's worth it, targeting a message, planting the seed for post-wedding spending and reaching her in a totally integrated media environment that she trusts.
Source: nationaljewelernetwork