Growth
Swarovski against its category
The biggest tracked US jewelry stores chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Swarovski's share of the category quarter by quarter, indexed to 2024 Q1 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
K
Kay Jewelers
|
+2.3% |
| 2 |
P
Pandora
|
+1.1% |
| 3 |
J
Jared
|
+2.4% |
| 4 |
Z
Zales
|
-2.2% |
| 5 |
T
Tiffany & Co.
|
-3.8% |
| 6 |
C
Cartier
|
+17.3% |
| 7 |
P
Piercing Pagoda
|
-6.1% |
| 8 |
J
James Avery Artisan Jewelry
|
+2.3% |
| 9 |
K
Kendra Scott
|
-1.4% |
| 10 | D Diamonds Direct | -10.1% |
| 16 |
S
Swarovski
|
+0.9% |
Share of tracked category spend, indexed
Store footprint
Store map
140 tracked Swarovski locations across 31 US states and DC.
Tracked stores by state
- California 25
- Florida 16
- New Jersey 13
- Texas 12
- Virginia 8
- Illinois 7
- New York 7
- Maryland 4
- Michigan 4
- Pennsylvania 4
- Colorado 3
- Connecticut 3
- Minnesota 3
- North Carolina 3
- Ohio 3
- Washington 3
- Arizona 2
- Georgia 2
- Hawaii 2
- Massachusetts 2
- Oregon 2
- Tennessee 2
- District of Columbia 1
- Delaware 1
- Indiana 1
- Maine 1
- New Hampshire 1
- Nevada 1
- Oklahoma 1
- Rhode Island 1
- Utah 1
- Wisconsin 1
Customer overlap
Who shops at Swarovski
Tracked chains Swarovski customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
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