ANALYSIS OF THE JEWELRY MARKET IN UKRAINE: CURRENT STATE, TRENDS AND DEVELOPMENT PROSPECTS

Abstract

The current domestic jewelry market demonstrates resilience even under martial law, becoming an object of not only consumer demand but also investment interest. However, the rapid update of the product range, the emergence of complex synthetic imitations, and the need for improved control require a deep analysis of the market situation. The study emphasizes consumer properties that influence consumer behavior, where jewelry is increasingly considered a tool for capital preservation amidst economic instability. The article provides a comprehensive analysis of the current market conditions for precious metals and jewelry. It is established that a modern jewelry item serves not only as a luxury object but also as a significant investment asset within the non-food products segment. Particular attention is paid to the identification characteristics of goods, which allows for the differentiation between mass-produced products and pieces of high jewelry art. Jewelry items are studied as an object of merchandising (commodity science), requiring a complex approach to the classification of retailers and manufacturers. The purpose of the article is to analyze the development and structure of the domestic market and to forecast the most favorable conditions for business activities. The methodological basis consists of general scientific and special methods, including the dialectical approach, systems analysis, and synthesis. The scientific novelty lies in the justification of a market research algorithm based on the primary determination of the product's origin authenticity through merchandising methods. A system of criteria for evaluating the competitiveness of domestic brands is proposed. The vectors of market saturation are systematized, the prospects for implementing innovative technologies in production are highlighted, and priority tools for strengthening the positions of Ukrainian manufacturers under structural transformations and integration into the European trade space are justified. It is concluded that further development of the industry requires a combination of jewelry art traditions with modern technological solutions and effective state support.