The Nose Ring Gap: Millions Wear Them—So Why Are They So Hard to Buy In-Store?

Walk into almost any high street jewellery shop and you’ll see the same thing: walls of earrings, trays of rings, layered necklaces everywhere. But if you wear a nose ring, chances are you already know what’s missing.

Despite being one of the most popular and widely worn pieces of jewellery in the world, nose rings are still surprisingly hard to find in physical stores. And when you do find them, the choice is usually limited, confusing, or unsuitable.

So why does this gap exist — and where are nose ring wearers actually shopping instead?

Nose Rings Are Popular — So Where Are They?

Nose rings are no longer niche. They’re worn across ages, cultures, and styles — from minimalist everyday hoops to statement gemstone studs.

While there is no single, authoritative global statistic that counts every nose ring wearer worldwide, multiple national studies show that:

• Around 10% of adults have a non-earlobe piercing

• The nose is consistently one of the most common piercing locations, often ranking in the top three

When applied across the global population, even conservative estimates suggest tens of millions — potentially over 100 million people — wear nose rings worldwide.

Yet on the high street, this reality simply isn’t reflected.

The Real Problems Nose Ring Wearers Face In-Store

This isn’t just about variety — it’s about usability, comfort, and confidence.

1. Very Limited Choice

Most shops stock:

• A few basic studs

• One or two generic hoops

• Very little variation in size, style, or finish

That’s it.

2. No Sizing Guidance (At All)

Key details are usually missing:

• Hoop diameter (mm)

• Gauge thickness

Shoppers are expected to guess!

3. Care Instructions

• No clear labels

• No Guidance 
  

For jewellery that sits directly in the skin, this is a big problem.

4. Staff Knowledge Gaps

In-store staff are usually trained around fashion jewellery — not body jewellery.

Common experiences include:

• Limited Knowledge

• Size and Fit information                                                                                                      

• No understanding of healing, bumps or new piercings

5. Style Doesn’t Match Real Life

Nose rings are worn every day — to work, events, casual outings.
But many in-store designs are

• Too plain to feel personal

• Limited in Designs

There’s very little in between.

Why the High Street Still Underserves Nose Rings

From a retail perspective, nose rings are often seen as “complicated”:

• More sizes = more stock risk

• Smaller items = harder merchandising

• Fewer impulse buys compared to earrings

• Greater responsibility around skin contact jewellery

As a result, high street stores often avoid specialising — even though demand clearly exists.

Where Nose Ring Wearers Actually Shop Now

Because physical stores don’t meet their needs, most nose ring wearers turn to online specialists instead.

Dedicated retailers can:

• Offer clear sizing guides

• Stock hundreds of designs, not just a handful

• Cater to different styles, skin sensitivities, and budgets

• Educate customers so they buy confidently

At Ava’s Accessory Box, for example, there are over 150 nose ring designs available — allowing customers to choose jewellery that actually fits their face, lifestyle, and personal style.

Instead of settling for “whatever’s left in the cabinet,” wearers can finally choose intentionally.

Closing the Nose Ring Gap

The problem isn’t that nose rings aren’t popular.
The problem is that traditional retail hasn’t caught up.

As more people prioritise comfort, fit, and self-expression, the future of nose ring shopping is clear:

• Better choice

• Better information

• Better experiences

Until the high street adapts, online specialists will continue to lead the way — and nose ring wearers will keep choosing places that truly understand what they’re looking for.