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Jewelry In The EU, In Numbers
Jewelry, engraved gifts, wedding rings: each purchase has its own calendar. Shops and workshops as Eurostat measures them, then the month when each purchase is searched for most on Google.
Jewelry And Watch Shops
NACE code 47.77
Retail sale of watches and jewellery in specialised stores
52,551companies in the EU
Eurostat publishes no final figure for this country.
3.6 people per company on average
€35.3 billion in turnover
Most searched month: December
Jewelry Making
NACE code 32.1
Manufacture of jewellery, bijouterie and related articles
58,583companies in the EU
Eurostat publishes no final figure for this country.
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 47.77 and 32.1, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 458310 and 33991, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 458310 and 339910, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 465112, 339911, 339912 and 339913 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 6095 and 321 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. Retail trade: 4-digit table, which only counts establishments that sold goods, sales for the year 2020. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the tables retail trade and all industries. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 4777 and 321 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC code 321 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Jewelry
Personalized Jewelry And Gifts
Engagement And Wedding
100500
JewelryPersonalized Jewelry And GiftsEngagement And Wedding
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: jewelry in December, personalized jewelry and gifts in December, engagement and wedding in January. Personalized Jewelry And Gifts: December brings 4 times the searches of April.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “jewellery”, “jewellers near me”, “necklace”, “earrings”, “personalised jewellery”, “name necklace”, “engraved bracelet”, “personalised gifts”, “engagement rings”, “wedding rings” and “wedding bands”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Jewelry
Personalized Jewelry And Gifts
Engagement And Wedding
October 2025
64
43
94
November 2025
91
85
93
December 2025
100
100
93
January 2026
62
34
100
February 2026
65
34
82
March 2026
56
37
82
April 2026
51
25
81
May 2026
51
29
81
June 2026
46
30
77
July 2026
51
28
77
August 2026
51
28
94
September 2026
56
31
81
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Jewelry “jewellery”€0.54 to €1.55
Personalized Jewelry And Gifts “personalised gifts”€0.32 to €0.95
Engagement And Wedding “engagement rings”€1.29 to €3.22
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
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Jewelry & Gifts · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandPersonalised Jewellery · Your BrandFree engraving and tracked delivery. Choose your metal and stone.
SGoogle ShoppingIllustration
jewellery
Sponsored
Gold solitaire ringYour brand
Engraved name necklaceYour brand
YYouTubeIllustration
A piece with your name on itAd · Your brand
Up nextMaking a ring in the workshop
SponsoredPersonalised Jewellery · Your Brand
DDiscoverIllustration
A piece with your name on it
YYour brand · SponsoredPersonalised Jewellery · Your Brand
MGmailIllustration
YSponsoredYour brandPersonalised Jewellery · Your BrandFree engraving and tracked delivery. Choose your metal and stone.
WWebsites and appsIllustration
A piece with your name on itYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Free engraving and tracked delivery. Choose your metal and stone.
A piece with your name on it
Personalised Jewellery · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
A piece with your name on it
Learn more→
CChatGPTIllustration
how do I choose an engagement ring on a first budget?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandPersonalised Jewellery · Your BrandFree engraving and tracked delivery. Choose your metal and stone.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
135,000searches a month for “jewellery”, in the UK
Searches a month in your industry, in the UK
“jewellery”135,000
“personalised jewellery”8,100
“engagement rings”201,000
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 14 October 2026.
They know what they want and compare before clicking. Your product shows with its image and details, pulled from the feed you send to Merchant Center.
4placements for a Shopping campaign: the Shopping tab, Google Search, Google Images and partner websites, if your campaign includes them
In Your Industry
For retail, Google puts Shopping first: your products go through a Merchant Center feed, and the more specific that feed, the better your ads match the interests of the people searching.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. I work with a personalized jewelry brand on Google Ads: engraved gifts made for one person, which must arrive before a date that does not move. Same standard every time: campaigns ready before each holiday and measurement that follows every order with its real value. I work directly with you.
The 3 Paid Media Projects In Jewelry
The Gift Calendar
Valentine's Day, Mother's Day, Father's Day, Christmas: each holiday has its own buying window. With engraving and delivery, the order goes out several days before the date. So campaigns ramp up early, then slow down when delivery can no longer arrive on time.
The Right Word For Each Material
925 silver or gold plated: buyers want to know what they are giving. In France, Decree No. 2002-65 of 14 January 2002 sets the names of stones and pearls, including in advertising. In Spain, Law 17/1985 requires a metal item with a gold bath to be called "metal dorado".
Order Value Changes With The Range
An engraved silver bracelet and a gold ring do not have the same price or the same margin. Bids are managed range by range, so that each sale stays profitable.
The Method, Applied To Jewelry
1
Range And Holiday Audit
Real searches for your pieces ("name necklace", "jeweller + town") and the competition, holiday by holiday.
2
Accurate Product Listings
Title, material and color filled in Merchant Center, as Google recommends for precious metals, so that each piece shows on the right search.
3
One Campaign Per Holiday
Search and Shopping for people who are looking, Meta to show your pieces, launched early enough for engraving and delivery to meet the date.
4
Management By Range
From plated to gold, the budget follows the margin of each range and the real value of each order.
They Make Jewelry, I Ran Their Campaigns
★★★★★
Théo est efficace et à l'écoute et, pour nous qui sommes à la relance en terme de SEA, il est essentiel d'avoir un expert qui nous comprenne et avec qui nous parlons le même langage. Très heureux de cette collaboration.
Before the peak: the calendar above shows that in the UK, personalized jewelry and gifts are searched most in December. With engraving and delivery, I recommend ramping up several weeks before, then slowing down once delivery can no longer arrive on time.
Can An Ad Say "Semi-Precious"?
In France, Decree No. 2002-65 of 14 January 2002 bans the terms "semi-précieux" (semi-precious) and "semi-fins" for stones and pearls. Each stone keeps its exact name, with "synthétique" (synthetic) or "traité" (treated) when that applies, on the label and in advertising. I write your ads with those words.
Can Ads Bring Customers Into A Store?
Yes, and you can measure it. Google Ads can count "Get directions" clicks and calls as conversions, and Meta can target a radius around your store to show your new pieces in the area. The budget is then split between the store and the website, based on what each one sells.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Jewelry & Gifts
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.