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Treating your mum to something special on Mother's Day is a deep-rooted tradition we all know and love, but it often comes with a fair amount of emotional pressure to get it right. While flowers and chocolates are the classic safe bet, nothing says "I appreciate you" quite like a thoughtful piece of Mother's Day jewellery.
However, choosing the perfect piece can feel like a challenge. That's why we've combined expert advice with our own, genuine sales data from the past four years to show you what shoppers are actually buying for their mums — not just the pieces being pushed in the press.
Why jewellery is a meaningful Mother’s Day gift
Mother's Day jewellery is a standout choice because it's a functional gift that lasts. Unlike a bouquet that lasts a week (if you're lucky), a high-quality piece of jewellery can be worn for decades and eventually become a family heirloom passed down through generations.
Because jewellery comes in so many different shapes and sizes, there's guaranteed to be something your mum will love. From the warmth of precious metals to the sparkle of gemstones, a jewellery gift is a sure-fire way to make your mum feel special.
Mother’s Day spending trends
Despite ongoing cost-of-living pressures, spending on Mother's Day jewellery remains strong. In fact, our data shows that average order values have remained consistent over the last four years, actually peaking in 2025. This suggests that, rather than cutting back, shoppers are choosing to invest more in high-quality, singular gifts for their mums.
Nick Withington, CEO at William May, explains this shift in consumer behaviour:
"Mother's Day is one of the most sentimental gift-giving occasions of the year, and that emotional weight is clearly reflected in how people choose to spend. Our data shows that shoppers aren't holding back when it comes to buying jewellery for their mums. In 2025, we recorded the highest average order value over four years, suggesting people are deliberately choosing high-quality, longer-lasting pieces. Even through ongoing cost-of-living pressures, Mother's Day remains an occasion where shoppers are willing to invest in something meaningful rather than compromise on value."
How Mother’s Day compares to other gifting occasions
While there are lots of ‘big spender’ events throughout the year — from Valentine's Day to Christmas — we wanted to learn more about how Mother's Day compares. When we weigh up the data, you can see distinct spending patterns that highlight how much we value spending money on our mums:
| Average Order Value | |||
| Mother’s Day | Valentine’s Day | Father’s Day | |
| 2022 | £ 134.47 | £ 126.96 | £ 160.15 |
| 2023 | £ 155.44 | £ 149.49 | £ 112.94 |
| 2024 | £ 127.25 | £ 110.26 | £ 124.00 |
| 2025 | £ 165.02 | £ 202.58 | £ 145.17 |
While Valentine's Day spending saw a big spike in 2025, it's far less consistent, with a significant 26% dip back in 2024, from £149.49 the year before to just £110.26. This suggests that these purchases are usually more influenced by temporary trends or promotions, rather than a lasting tradition. In contrast, Mother's Day AOVs have remained consistently stable.
Over the four years, Father's Day generally saw a lower average spend, suggesting that while we stillbuy jewellery for dads, we tend to invest more per item when shopping for jewellery for mum.
Which jewellery styles are most popular for Mother’s Day?
Not all jewellery categories are created equal when it comes to finding the perfect Mother's Day gift. By looking at our internal sales data, we can see exactly which items are the top-tier choices:
| Category | Percentage of Sales |
| Necklaces | 28% |
| Rings | 28% |
| Bracelets | 18% |
| Earrings | 16% |
| Pendants | 4% |
| Charms | 2% |
| Bangles | 2% |
| Brooches | 0% |
| Watches | 0% |
Necklaces & rings are the most popular purchases
In 2025, necklaces and rings were the most popular gifts, making up over half of all Mother's Day jewellery sales.
A necklace is a brilliant gift for mums because it's easy to style and comfortable enough to wear all day long. Lockets are an excellent choice as they let your mum hold family photos or other small keepsakes close to her heart. Alternatively, a mum-themed pendant is another fantastic way to celebrate the special occasion while giving your mum something sentimental to wear.
Nick says, "For necklaces, consider the length and style she wears most often, whether that's delicate chains or pendants. Paying attention to what she already enjoys will help make sure the piece feels personal and wearable, rather than just another gift."
And of course, we can't forget rings. These are a great way to bring sparkle to her outfits that she'll actually get to see on her hand, especially cluster rings, which are great for incorporating her birthstone or favourite gems.
Nick adds,"When choosing a ring, it's worth thinking about her usual jewellery sizes and whether she prefers subtle, everyday designs or something more statement."
Classic jewellery styles outperform novelty gifts
The data also shows that jewellery that can be worn every day generally performs much better than novelty items. For example, bracelets and earrings are strong choices because they're so versatile. On the other hand, brooches and charms weren't as common, possibly because they’re not as wearable day-to-day.
Nick breaks this down, "Bracelets and earrings are strong Mother's Day gift choices because they're easy to incorporate into daily outfits. When choosing a bracelet, the type of jewellery should reflect what your mum likes to wear and how she wears it. Delicate chains work for everyday wear, while stacked bangles can be a fantastic option for more formal occasions."
"For earrings, consider the size and comfort level. Studs and small hoops are often worn daily because they're lightweight, while drops or other statement pieces are better left for special occasions," Nick advises.
Yellow gold is the clear metal of choice for Mother’s Day
We all have our favourite metal, but the 2025 data shows one clear winner when it comes to jewellery gifts for mum:
| Category | Percentage of Sales |
| Yellow Gold | 57% |
| Silver | 31% |
| White Gold | 7% |
| Yellow & White Gold | 2% |
| Platinum | 1% |
| Rose Gold | 1% |
| Palladium | 0% |
Yellow gold took more than half the share (57%), followed by silver (31%) and white gold (7%) — suggesting we still prefer those traditional, warm tones when buying meaningful gifts for special occasions.
Nick explains why the choice of metal matters so much:
"Our data shows that shoppers overwhelmingly choose classic metals when buying jewellery for their mums. Each metal has its own character and purpose; yellow gold is timeless and warm, often used for simple pieces like rings and necklaces that are meant to be treasured for years."
But yellow gold isn't the only option available…
"White gold has a more modern, versatile look and pairs beautifully with diamonds or coloured gemstones, making it popular for contemporary outfits. And, of course, silver is a practical, everyday-friendly option that's perfect for casual wear or layering," Nick says.
What about mums who want something a bit different? Nick explains why there's also the perfect metal for that:
"If you're looking for something more unique, rose gold brings a soft, romantic feel that's ideal for sentimental pieces with intricate detailing. If you're really looking for something that has a wow-factor, platinum is strong and durable, and tends to be reserved for high-value or heirloom pieces."
How to choose the perfect piece for your mum
Finding the perfect jewellery for mums can sometimes feel like a challenge. You want something special that shows what she means to you, but with so many styles, it's hard to know where to start.
We've pulled together our three top tips to help you find the best jewellery for your mum this Mother's Day:
1. Choose the right metals
Most people have a clear preference when it comes to the metal they wear. This generally comes down to the colour — whether your mum prefers the traditional warmth of yellow gold, the modern, cool look of white gold, or the romantic tones of rose gold.
Nick explains, "Make sure to consider the type of metal she prefers, whether that's silver or gold. Paying attention to what she already wears is the best way to get this right. If her jewellery box is full of silver-toned pieces, she might prefer platinum or palladium for its shine and durability. Choosing a metal she's comfortable with shows you've really thought about her personal style, making the gift even more meaningful."
But there's more to finding the right metal than just picking out a colour. You'll also need to consider the purity, like whether she loves the everyday wearability of 9ct or the beautiful lustre of 18ct gold. Choose carefully based on how often she's likely to wear the piece and how much you're willing to spend.
2. Consider the gemstones
Gemstones are a fantastic way to add an extra layer to your Mother's Day gift. While diamonds are famously a girl's best friend, they aren't the only way to make a statement. In fact, coloured gemstones are often more effective for personalising a piece of jewellery.
Think about her favourite colours or perhaps her birthstone. If she already has a collection of sapphire jewellery, adding a new piece with the same stone will help it slot right in with her favourite items.
3. Think about what will be worn
How practical the piece is is just as important as its design when you're looking for jewellery gifts for mum. Think about her daily routine and what she's actually likely to wear. For example, if she works with her hands or has a job where rings might get in the way, a necklace or a pair of earrings might be a much better choice.
Nick advises, "Choosing the perfect piece of jewellery for Mother's Day doesn't have to be overwhelming, the key is to focus on what your mum already wears and what suits her everyday style. Don't overthink trends; longevity matters more than short-term novelty appeal. Mother's Day gifts tend to be worn often, not just saved for special occasions, so comfort and versatility are the keys to success."
If she usually sticks to subtle, minimalist pieces, it's best to avoid chunky metals or oversized stones. And don't forget comfort — while large statement hoop earrings look great, they can be heavy to wear all day. If you're buying something for her to wear frequently, smaller, lighter designs are usually the way to go.
Our Mother’s Day jewellery recommendations
Based on our sales insights and expertise, the team here at William May have selected a range of pieces that reflect exactly what shoppers consistently choose for their mums this Mother's Day:
1. 9ct Gold Cubic Zirconia No.1 Mum Pendant Necklace
This classic, yellow gold necklace features a brilliant "No.1 Mum" pendant that's adorned with sparkling cubic zirconia stones. The design catches the light beautifully, making it a heartfelt way to express your appreciation that can be worn every day or saved for those special moments.
2. 9ct Yellow Gold Mum Locket & Chain Necklace
Necklaces are a top pick for Mother's Day, and this locket is a standout choice. It features a traditional oval pendant design with a delicate rose and "Mum" engraving on the front, providing a private place to keep cherished family photos or other mementoes.
3. 9ct Gold 7.5" Curb Link Cubic Zirconia Mum Bracelet
This 9ct yellow gold bracelet is a sturdy and stylish alternative to a ring or necklace. It features a classic curb link chain — measuring at approximately 8mm wide for a slightly chunkier look — and a bold central "MUM" motif that's encrusted with sparkling white cubic zirconia stones. It's built to handle everyday wear, making it an excellent choice for mums who love all things shiny.
4. Sterling Silver Mum 25mm Hoop Earrings
Perfect for mums who prefer silver-toned jewellery, these 25mm sterling silver hoop earrings offer a modern take on a classic style. Each hoop features a scripted "Mum" design for a feminine touch, while its sturdy build makes it an excellent choice for everyday wear.
5. Sterling Silver Cubic Zirconia Set Hollow Mum Bangle
This sleek, silver bangle is ideal for mums who love a bit of extra shine. The hollow design keeps it lightweight and comfortable for all-day wear, while the "MUM" centrepiece is set with cubic zirconia gemstones for a sparkly, sophisticated finish.
6. Sterling Silver Cubic Zirconia Mum Heart Ring
Rings tied for the top seller in our 2025 data, and this heart-shaped ring is a guaranteed favourite this Mother's Day. The silver band leads into a beautiful heart-shaped centrepiece with "Mum" scripted in the middle, surrounded by multiple sparkling cubic zirconia stones. It's a simple piece with enough dazzle to make your mum feel loved and appreciated without being overwhelming to wear.
Treat your mum to something special at William May
Choosing the right present for your mum is all about knowing what makes her feel special. Whether you decide on a piece of personalised Mother's Day jewellery or a timeless pair of stud earrings, the thought you put into the gift is what she'll remember most.
At William May, we have a huge range of new and second-hand jewellery to help you find the perfect gift. From standout necklaces and elegant bracelets to everyday rings, we've got everything you need to treat her this Mother's Day.
