U.S. shoppers fuel jewelry splurge despite tariff headwinds

American shoppers continue to explode on jewelry, even with economic opposite winds on the feelings of consumers in Europe and China.

Danish jewelry brand Pandora The American market, which represents a third of its total revenue, said it remained strange amid weaker global sales.

“The United States will continue in this direction,” Alexander Lasik, CEO of Pandora told CNBC.

“The strong consumer in the United States is still interested in Pandora, and as I said, Europe is a bit mixed bag,” noting that the European customer base was “under pressure for a long time.”

Lasik said China, which represents only 1 % of the total revenue of Pandora, is “still difficult,” noting the wider difficulties in consumption in the country.

His company, known for its high -street stores that sell famous magic bracelets and silver jewelry, recorded an 8 % increase in American sales on a similar annual basis in the second quarter.

Sales in China, on the other hand, decreased by 15 % during this period, while these fell across many major European markets as well with one numbers.

Similar trends have been observed in the super jewelry collection RichmontThe Cartier brand, which last month recorded a 17 % jump in America, sales in the three months until June 30, despite the most sophisticated comparative sales in Asia and the Pacific.

The sales of the broader American jewelry were strong in the first half of the year, as it increased by 5 % against a flat reading in the first half of 2024, according to the Tenoris Analysis Company.

In July – retail jewelry retail sales usually increased – by 3.5 %.

“The Pandora brand is working in the United States at the present time, which helped push its success,” Woodwood, chief analyst and head of the retail and European food department at Bernstein, told CNBC via email. He added that the weakness of Bandura in France and Germany, at the same time, was “consistent with a volatile environment we have seen over the past few despair.”

Woods was generally martyred in the American market at the present time, but nevertheless pointed to a variety of retailers, some of them have Cut their looks in the entire year On the concerns of tariffs.

The definitions remain a key Jewelery brands challengeIncluding Bandora, which relies heavily on manufacturing in Thailand.

On Friday, the company updated the instructions of the customs tariff to predict 200 million Danish Kroner (31 million dollars) in 2025, followed by an estimated 450 million Danish Kroner’s blow next year. You expect a operating profit margin of about 24 % this year.

Expectations represent tariffs while they are currently, with Morgan Stanley in a Friday note indicating a possible increase in the current 19 % average of the company. Meanwhile, the luxury UBS analyst Chris Huang was martyred with external fees and “excessive dependence on the United States” as possible challenges.

Pandora shares fell more than 14 % on Friday morning after the results of the second quarter were released.

The CEO of Lasik said that his company was currently accommodating two -thirds of that added added, including by improving cost and pricing modifications, while the rest will be born in the rated operating profit margin for this year.

However, it has admitted the definitions as the new opposite winds that could undermine the current power of the American consumer – and the demand for jewelry – along with the high costs of inputs. Silver, PANDORA’s production key, reached the 14 -year higher levels last month, while the traditional Gold Asset Gold prices continued to climb this year.

“[The U.S. consumer] It may change in the future, who knows, with the effect of definitions, not only in jewelry but in general. “

He added: “We have a dollar weakening, and we have an increase in silver prices, then the cream at the top is the customs tariff in the United States.”