Affordable Sparkle: Cate & Chloe Ride Holiday Demand for Value Jewelry

PHOENIX, AZ – November 13, 2025 – As consumers navigate a potentially cautious holiday season defined by economic pressures, accessible luxury jewelry brand Cate & Chloe is strategically leaning into value, offering deep discounts and expanding its reach through key partnerships like its collaboration with Walmart. The company announced today a significant holiday promotion, but analysts say the move is part of a larger trend – and a smart response to shifting consumer behavior.

According to the National Retail Federation, retail sales are projected to grow between 3.7% and 4.2% this holiday season, potentially exceeding $1 trillion. However, much of this growth is expected to be offset by inflation, and consumers are prioritizing value more than ever. Nearly 40% of shoppers intend to purchase at least half of their holiday gifts on sale.

“The market is clearly signaling a demand for accessible luxury,” explains one retail analyst. “Consumers still want to treat themselves and gift thoughtfully, but they’re being much more discerning about where their money goes.”

Cate & Chloe’s strategy focuses on offering fashionable jewelry at affordable price points, often utilizing materials like gold plating over brass to keep costs down. The company is promoting discounts of up to 60% on select items this holiday season, with prices starting under $30.

Walmart Partnership Key to Expansion

A central component of Cate & Chloe’s growth strategy is its partnership with Walmart. The collaboration allows the brand to reach a broader audience and tap into Walmart’s vast consumer base. Products like the Bianca hoop earrings and Olivia tennis bracelets are prominently featured on Walmart.com.

“The partnership with Walmart is a game-changer for us,” says a source within the company. “It gives us access to a shopper who is actively looking for value and style. Walmart’s commitment to affordability aligns perfectly with our brand positioning.”

However, the partnership isn’t without scrutiny. Customer reviews on Walmart.com reveal a mixed bag of opinions. While some shoppers praise the aesthetic and affordability, others express concerns about the perceived quality of materials and the accuracy of product descriptions. Some have noted discrepancies between advertised “gold” products and the actual brass base.

“It’s important to be transparent about materials,” notes a consumer behavior expert. “Consumers are becoming more educated and are demanding honesty from brands. While affordability is key, it shouldn’t come at the expense of quality or ethical sourcing.”

Cate & Chloe has responded to negative reviews on the platform, offering resolutions and addressing concerns. The company emphasizes its commitment to customer satisfaction and its willingness to address feedback.

Navigating a Competitive Landscape

The affordable jewelry market is increasingly competitive. Brands like Mejuri and Gorjana are also vying for consumer attention, each employing different strategies. Mejuri focuses on direct-to-consumer sales and transparent pricing, often avoiding deep discounts in favor of consistent value. Gorjana, on the other hand, is offering significant Black Friday discounts, some reaching up to 80%.

“There’s no one-size-fits-all approach,” says a retail analyst. “Mejuri is betting on brand loyalty and consistent quality, while Gorjana is leveraging aggressive promotions to drive sales. Cate & Chloe is striking a balance, offering both discounts and a wide range of styles to appeal to a broader audience.”

Another key player in the space is Aurate, a direct-to-consumer brand that emphasizes sustainable production and ethical sourcing. Aurate has carved out a niche for itself by offering high-quality jewelry at accessible prices, appealing to consumers who are willing to pay a premium for responsible practices.

Riding the Wave of Value

Experts predict that the demand for value will continue to shape the jewelry market in the coming years. Consumers are becoming more discerning, demanding both style and affordability. Brands that can deliver on both fronts are well-positioned to succeed.

“The key is to offer a compelling value proposition,” says a consumer behavior expert. “Consumers are willing to spend money, but they want to feel like they’re getting a good deal. Brands that can demonstrate value – whether through discounts, quality, or ethical practices – will win in the long run.”

Cate & Chloe appears to be banking on this trend, doubling down on its commitment to affordability and expanding its reach through strategic partnerships. As the holiday shopping season heats up, the brand is poised to capture a share of the growing demand for accessible luxury. One source within the company notes, “We’re confident that our commitment to style, quality, and value will resonate with consumers this holiday season and beyond.”

Whether this approach will be enough to cut through the noise and stand out in a crowded market remains to be seen, but Cate & Chloe is positioning itself as a strong contender in the race for holiday spending.