More than 70% of Russians feel confident they cannot make large purchases without some form of credit, while about one in five are willing to take out loans to buy jewelry as a potential long‑term asset. This snapshot comes from a study conducted by SOKOLOV jewelry holdings and the Ozone marketplace, with findings summarized by Gazeta.Ru.
For many, loans still carry the burden of debt, yet for others they represent a practical path to acquire the item they want without delay. The survey shows that 54% of Russians hold a neutral view toward loans and installments, believing that in certain cases it is a necessity for a significant purchase. Roughly 20% view borrowing positively, seeing it as a means to obtain several expensive items more quickly.
About one in five Russians would consider borrowing to purchase a gift for a loved one. Consequently, more than a third of Russians have used credit to buy jewelry, and around one in ten in this group bought jewelry on credit multiple times. For such purchases, 28% of respondents used installment plans.
Gender differences also emerge. Women appear more likely than men to use credit for jewelry purchases, with 35% of women versus 31% of men reporting this behavior. The most commonly financed items include rings (around 30%), earrings (about 15%), bracelets (approximately 13%), necklaces (roughly 11%), watches (about 10%), diamond jewelry (7%), and standalone diamonds (6%).
A notable share—more than 20%—said they bought jewelry on credit or through installments as an investment for the future. Another 16% cited purchases tied to an important upcoming event.
Regarding the value of financed jewelry, roughly 15% of respondents borrowed to buy pieces worth over ₽35,000, with a similar share indicating purchases in the ₽25,000–₽35,000 range funded by credit.
Repayment behavior shows a mix of diligence and flexibility. About 40% of respondents always pay off loans ahead of schedule, nearly a third pay on time, and only 9% skip a mandatory payment entirely.
Beyond jewelry, credit and installments are commonly used to finance other big-ticket purchases, including appliances and electronics (34%) and travel (28%). About one in ten uses credit for a new car, while close to 9% finance real estate purchases such as a new apartment or home. Other common uses include home repairs or building materials (7%), furniture (6%), medical services (5%), and education (3%).
Earlier reports indicate a trend in men’s jewelry leaning toward more understated styles, signaling possible shifts in fashion and consumer confidence across demographics.