In the jewelry industry, the two most commonly used precious metals are gold and silver. The prices of these two elements have a direct impact on the entire jewelry supply chain, from raw material procurement to final product sales.
1. The Impact of Gold and Silver Price Fluctuations on the Jewelry Industry
Firstly, let’s look at the impact of gold and silver prices on raw material procurement. When gold and silver prices rise, jewelry manufacturers need to spend more money to purchase these raw materials, which directly affects production costs. Conversely, when gold and silver prices fall, the cost of procuring raw materials will decrease accordingly.
Therefore, jewelers need to closely monitor the fluctuations in gold and silver prices to purchase goods when prices are moderate.
Secondly, fluctuations in gold and silver prices also affect the profits and competitiveness of jewelry manufacturers and wholesalers. The cost of raw materials for gold and silver accounts for more than half of the product, especially gold jewelry raw materials can account for more than 90% or even more of the product price.
If the product price is not adjusted in time, an increase in gold and silver prices may squeeze their profit margins. Likewise, if product prices are not lowered in time when gold and silver prices fall, they may lose market competitiveness.
In addition, gold and silver prices have a significant impact on the demand and purchasing power of jewelry retailers and consumers.
When gold and silver prices rise, jewelry retailers may find increased sales pressure, and consumer purchasing power will also be squeezed. When gold and silver prices fall, consumers may increase their purchasing power, bringing more sales to jewelry retailers.
Therefore, jewelers need to reconsider their product pricing strategies when gold and silver prices fluctuate. This may involve repricing gold and silver jewelry series, or managing inventory to respond to market changes. This is also one of the reasons why it is not recommended to sell jewelry at a low cost.
The low-price model sales are subject to the price fluctuations of raw materials, but when the price of raw materials rises sharply, they have to adjust the price, which is very likely to lose customers attracted by the price advantage.
2. Reasons for the Fluctuation of Gold and Silver Prices
There are many reasons for fluctuations in gold and silver prices, including changes in supply and demand, changes in the value of the US dollar, inflation, global uncertainty, government policies, and other market speculation.
Supply and Demand Relationship
The supply and demand relationship is an important factor affecting gold and silver prices. When supply exceeds demand, gold and silver prices may fall. Conversely, when demand exceeds supply, gold and silver prices may rise. Supply factors include mining, recycling, and central bank reserves, and demand factors include investment demand, industrial demand, and jewelry demand.
The Change in the Value of the US Dollar
Generally, the dollar and gold and silver prices have a negative correlation. When the value of the dollar rises, gold and silver prices may fall, and vice versa.
Inflation leads to a decline in purchasing power, and gold and silver, as assets hedging against inflation, their prices usually rise during inflation.
In the face of uncertainties such as geopolitical, natural disasters, public health, and social unrest, investors usually turn to safe-haven assets such as gold and silver, thereby pushing up their prices. The period from 2019 to 2023 was a four-year period with frequent global uncertainties.
On January 1, 2019, the price of gold per ounce was $1290, and on November 24, 2023, the price of gold per ounce was $2001.43.
Such as fiscal policy, trade policy, and environmental policy, can also affect gold and silver prices. Government policies can directly or indirectly affect the supply and demand of gold and silver, thereby affecting their prices.
Other market speculation: such as market sentiment, media reports, and expert forecasts, can also affect gold and silver prices. These speculations may amplify or alleviate the actual supply and demand relationship, thereby affecting the fluctuations in gold and silver prices.
For example: In China, there was once a phenomenon of queuing to buy gold jewelry in many gold jewelry shops the next day due to the so-called expert prediction that gold prices would rise sharply in the short term.
Many gold jewelry shops sold out nearly ten years of gold jewelry inventory. With the calming of public opinion, gold prices also returned to normal price ranges.
Understanding the reasons for the fluctuations in gold and silver prices can help jewelers better predict and respond to market changes, thereby protecting their profits and competitiveness.
3. General Principles and Objectives for Responding to Fluctuations in Gold and Silver Prices
As a jewelry seller, the strategy for dealing with fluctuations in gold and silver prices is crucial. The price fluctuations of these precious metals may have a significant impact on your profitability. Therefore, you need to develop a strategy to manage these risks, while also seizing potential opportunities.
Your goal should be to find profitable opportunities in price fluctuations, while also ensuring that your business can withstand the pressure brought by price declines. To this end, you need to closely track the market to understand price trends and make appropriate decisions.
4. Strategies to Cope with the Rise in Gold and Silver Prices
When gold and silver prices rise, jewelry sellers can adopt a series of strategies to increase sales and profit margins.
Firstly, you can adjust your jewelry pricing to reflect the increase in costs. This can help you maintain the profit margin and also convey the information of rising gold and silver prices to consumers.
Of course, this is also the best time to sell backlogged inventory. Selling at the original price can make customers feel more discounted, while also giving you more cash instead of inventory.
You can also optimize product structure and marketing strategies to deal with price increases. For example, you can launch some styles that use less gold or silver, or launch some styles that use other materials (such as brass) to attract those consumers who are hesitant due to price increases.
Product optimization allows customers to continue buying jewelry from you in special periods instead of turning to other peers. It’s important to know that 80% of the profits are generated by 20% of repeat customers.
5. Strategies for Dealing with the Decline in Gold and Silver Prices
Compared with the strategy during price increases, the strategy for dealing with price declines requires more flexibility and innovation.
When prices fall, you may face the risk of a decrease in inventory value. To avoid this, you need to closely monitor market trends and adjust your procurement plan and inventory levels in time.
In addition, price declines also provide a good opportunity to expand market share. You can attract more consumers by lowering prices, offering special discounts, or launching new promotional activities.
At the same time, you can also take this opportunity to adjust your product structure, such as launching some high-end styles that use more gold or silver, to increase your average selling price and profit margin.
In general, dealing with fluctuations in gold and silver prices requires jewelers to have sufficient flexibility and innovation.
Whether prices are rising or falling, there are opportunities and challenges. The key is to closely monitor market trends, adjust your strategy in time, to protect your profits, and also seize growth opportunities.
We encourage jewelry sellers to share your experiences and strategies for dealing with price fluctuations. Your experience may inspire other sellers and also help us better understand the actual market situation.