Location Scoring for a Jewelry Workshop

A two-stage scoring model for selecting the optimal district and municipal area in Saint Petersburg.

How to Read This Report

The report identifies the best districts and municipal areas (MAs) for opening a jewelry workshop in two stages:

Stage 1 — Districts. Each of the 18 districts is scored (1 to 3) across seven criteria. Scores are multiplied by the criterion weight and summed into a final rating. The higher the rating, the more attractive the district.
Stage 2 — MAs within the top districts. Within each selected district, municipal areas are ranked by competition level: the more residents per workshop, the lower the competition and the higher the potential.

Score scale: 🟢 3 — best · 🟡 2 — average · 🔴 1 — worst.

Stage 1. District Rankings

Evaluation Criteria

#	Criterion	Weight	What it measures	Score scale
1.1	Competitor density	20%	see below	3 = > 40k residents per workshop · 2 = 25–40k · 1 = < 25k
1.2	Business survival rate	5%	see below	3 = > 70% active · 2 = 60–70% · 1 = < 60%
2.1	Target audience size (age 30–64)	15%	see below	3 = > 200k residents · 2 = 100–200k · 1 = < 100k
2.2	Share of working-age women	5%	see below	3 = top third of districts · 2 = middle third · 1 = bottom third
2.3	Population growth 2018–2025	10%	see below	3 = growth > 10% · 2 = 0–10% · 1 = decline
3.1	Average wage	10%	see below	3 = > 140k ₽ · 2 = 120–140k ₽ · 1 = < 120k ₽
4.3	New housing commissioned 2021–2023	5%	see below	3 = > 500k sq. m · 2 = 200–500k · 1 = < 200k

Sum of available criterion weights: 70% out of 100%. The remaining 30% covers criteria for which data is not yet available: pedestrian traffic, transit accessibility, parking, co-tenancy.

Rating formula:
Rating = sum (score × weight) / sum of weights for counted criteria.
If a metric is unavailable for a district, it is excluded from both the numerator and the denominator.

Results (all 18 districts ranked)

18 districts out of 18 were selected for detailed Stage 2 analysis.

Rank	District	Rating	1.1 Competition	1.2 Survival	2.1 TA 30–64	2.2 Women	2.3 Growth	3.1 Wage	4.3 Housing
1	Primorsky	2.57	🟡 2	🔴 1	🟢 3	🟢 3	🟢 3	🟢 3	🟢 3
2	Pushkinsky	2.43	🟢 3	🟢 3	🟡 2	🟡 2	🟢 3	🔴 1	🟢 3
3	Vyborgsky	2.36	🟡 2	🟡 2	🟢 3	🟢 3	🟡 2	🟡 2	🟢 3
4	Kalininsky	2.29	🟡 2	🟢 3	🟢 3	🟢 3	🔴 1	🟢 3	🔴 1
4	Nevsky	2.29	🟡 2	🟡 2	🟢 3	🟡 2	🟡 2	🟡 2	🟢 3
4	Krasnoselsky	2.29	🟡 2	🟡 2	🟢 3	🟡 2	🟢 3	🔴 1	🟢 3
7	Frunzensky	2.00	🟡 2	🔴 1	🟢 3	🟡 2	🟡 2	🔴 1	🟡 2
7	Kolpinsky	2.00	🟢 3	🟢 3	🔴 1	🔴 1	🟡 2	🟡 2	🔴 1
9	Vasileostrovsky	1.93	🟡 2	🔴 1	🟡 2	🟡 2	🔴 1	🟢 3	🟡 2
10	Moskovsky	1.86	🔴 1	🟡 2	🟡 2	🟢 3	🔴 1	🟢 3	🟢 3
11	Kronshtadtsky	1.83	🟢 3	—	🔴 1	🔴 1	🟡 2	🔴 1	—
12	Kurortny	1.77	🟢 3	—	🔴 1	🔴 1	🟡 2	🔴 1	🔴 1
13	Krasnogvardeysky	1.71	🔴 1	🟡 2	🟡 2	🔴 1	🟡 2	🟡 2	🟢 3
14	Tsentralny	1.64	🔴 1	🟡 2	🟡 2	🟡 2	🔴 1	🟢 3	🔴 1
15	Petrodvortsovy	1.62	🟢 3	—	🔴 1	🔴 1	🔴 1	🔴 1	🔴 1
16	Petrogradsky	1.57	🔴 1	🟡 2	🔴 1	🟢 3	🔴 1	🟢 3	🟡 2
17	Kirovsky	1.50	🔴 1	🟢 3	🟡 2	🔴 1	🔴 1	🟡 2	🔴 1
18	Admiralteysky	1.43	🔴 1	🟡 2	🔴 1	🟢 3	🔴 1	🟡 2	🟡 2

Raw Data

Rank	District	Population	Workshops	Residents per workshop	Survival rate	TA 30–64	Women share	Population growth	Wage, ₽	New housing, k sq. m
1	Primorsky	714 854	19	36 659	49%	378 697	30.6%	+26.4%	166 640	2478.7
2	Pushkinsky	277 341	4	61 631	80%	139 128	29.8%	+32.9%	110 107	735.2
3	Vyborgsky	551 925	20	26 923	65%	278 737	30.2%	+8.3%	131 990	1384.3
4	Kalininsky	532 972	17	30 456	74%	280 747	31.3%	-1.0%	145 695	40.2
4	Nevsky	556 880	21	25 901	62%	293 151	29.9%	+7.2%	120 834	1008.0
4	Krasnoselsky	440 817	13	32 653	65%	225 260	29.4%	+15.1%	108 531	862.7
7	Frunzensky	412 471	12	32 998	50%	214 322	29.3%	+2.8%	119 480	240.9
7	Kolpinsky	189 870	1	126 580	100%	97 149	27.2%	+0.6%	125 218	137.9
9	Vasileostrovsky	208 720	7	27 829	37%	104 379	30.0%	-0.4%	148 492	367.1
10	Moskovsky	333 941	21	15 532	66%	173 213	30.1%	-4.8%	163 332	966.1
11	Kronshtadtsky	44 655	0	89 310	—	22 227	26.6%	+0.6%	108 831	—
12	Kurortny	84 309	0	168 618	—	43 030	27.3%	+9.6%	118 117	90.8
13	Krasnogvardeysky	368 354	16	22 324	62%	187 195	29.2%	+2.9%	126 337	705.5
14	Tsentralny	198 862	24	8 117	65%	108 329	29.4%	-10.5%	159 976	45.8
15	Petrodvortsovy	134 895	0	269 790	—	63 832	27.6%	-4.3%	117 752	176.0
16	Petrogradsky	118 213	13	8 757	68%	59 798	31.2%	-12.3%	154 086	316.1
17	Kirovsky	329 419	19	16 893	76%	172 093	29.0%	-2.1%	129 717	36.7
18	Admiralteysky	154 424	12	12 354	63%	83 169	30.9%	-5.6%	134 590	349.1

Column notes

Residents per workshop — district population ÷ (active workshops + 0.5). The higher the value, the lower the competition.
Survival rate — share of active jewelry workshops out of all registered (including closed). ⚠️ Sample is small (1–39 businesses per district), so this metric may be noisy.
TA 30–64 — number of residents aged 30–64 (the primary target audience).
Women share — working-age women / total district population. Female audiences visit jewelry workshops more frequently.
Population growth — change from 2018 to 2025. A growing district means growing demand.
Wage — average wage across businesses located in the district. ⚠️ Reflects earnings of people working in the district, not living there.
New housing — total new housing commissioned in 2021–2023. New developments = incoming residents.

Stage 2. Municipal Areas Within Top Districts

Within each selected district, MAs are ranked by “residents per workshop” — the higher the value, the lower the competition.

What the labels mean:

Verification priority — the MA has few or no workshops relative to its population. This may be an underserved gap (a real opportunity) or incomplete data. Manual verification via maps or business directories is required.
Market scale — MAs with fewer than 30k residents are considered small: the client base may be insufficient for profitability.

1. Primorsky (district rating: 2.57)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Kolomyagi	122 082	0	244 164	🔴 High — no workshops, > 50k residents	Sufficient
2	Lanskoye	70 883	0	141 766	🔴 High — no workshops, > 50k residents	Sufficient
3	Yuntolovo	116 908	2	46 763	Normal	Sufficient
4	N 65	194 361	5	35 338	Normal	Sufficient
5	Komendantsky Aerodrom	95 484	4	21 219	Normal	Sufficient
6	Lisy Nos	6 596	0	13 192	Normal	⚠️ Small market (< 30k)
7	Ozero Dolgoye	92 572	7	12 343	Normal	Sufficient
8	Lakhta-Olgino	15 968	1	10 645	Normal	⚠️ Small market (< 30k)

2. Pushkinsky (district rating: 2.43)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Pushkin	108 969	0	217 938	🔴 High — no workshops, > 50k residents	Sufficient
2	Pavlovsk	18 485	0	36 970	Normal	⚠️ Small market (< 30k)
3	Shushary	144 901	4	32 200	Normal	Sufficient
4	Alexandrovskaya	3 221	0	6 442	Normal	⚠️ Small market (< 30k)
5	Tyarlevo	1 765	0	3 530	Normal	⚠️ Small market (< 30k)

3. Vyborgsky (district rating: 2.36)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Svetlanovskoye	90 456	0	180 912	🔴 High — no workshops, > 50k residents	Sufficient
2	Sergiyevskoye	60 398	1	40 265	Normal	Sufficient
3	Pargolovo	115 762	3	33 075	Normal	Sufficient
4	Sampsonijevskoye	39 654	1	26 436	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
5	N 15	61 428	2	24 571	Normal	Sufficient
6	Shuvalovo-Ozerki	117 262	8	13 796	Normal	Sufficient
7	Levashovo settlement	6 134	0	12 268	Normal	⚠️ Small market (< 30k)
8	Sosnovskoye	60 831	5	11 060	Normal	Sufficient

4. Kalininsky (district rating: 2.29)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Piskarevka	82 129	1	54 753	Normal	Sufficient
2	Prometey	76 729	1	51 153	Normal	Sufficient
3	Grazhdanka	67 736	1	45 157	Normal	Sufficient
4	Severny	48 225	1	32 150	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
5	Akademicheskoye	108 955	3	31 130	Normal	Sufficient
6	Finlyandsky District	72 500	4	16 111	Normal	Sufficient
7	N 21	76 698	6	11 800	Normal	Sufficient

4. Nevsky (district rating: 2.29)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	N 54	68 326	0	136 652	🔴 High — no workshops, > 50k residents	Sufficient
2	Obukhovsky	57 556	0	115 112	🔴 High — no workshops, > 50k residents	Sufficient
3	Pravoberezhniy	89 418	1	59 612	Normal	Sufficient
4	Narodny	81 210	2	32 484	Normal	Sufficient
5	Nevsky District	70 577	2	28 231	Normal	Sufficient
6	Okkervil	62 501	5	11 364	Normal	Sufficient
7	Ivanovsky	27 516	2	11 006	Normal	⚠️ Small market (< 30k)
8	Rybatskoye	71 335	6	10 975	Normal	Sufficient
9	Nevskaya Zastava	28 441	3	8 126	Normal	⚠️ Small market (< 30k)

4. Krasnoselsky (district rating: 2.29)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Krasnoye Selo	61 162	0	122 324	🔴 High — no workshops, > 50k residents	Sufficient
2	Yugo-Zapad	58 269	0	116 538	🔴 High — no workshops, > 50k residents	Sufficient
3	Konstantinovskoye	35 236	0	70 472	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
4	Sosnovaya Polyana	76 863	2	30 745	Normal	Sufficient
5	Gorelovo	29 194	1	19 463	Normal	⚠️ Small market (< 30k)
6	Yuzhno-Primorsky	130 109	7	17 348	Normal	Sufficient
7	Urisk	49 984	3	14 281	Normal	Sufficient

7. Frunzensky (district rating: 2.00)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Alexandrovsky	62 485	0	124 970	🔴 High — no workshops, > 50k residents	Sufficient
2	Volkovskoye	61 224	1	40 816	Normal	Sufficient
3	Georgiyevsky	91 841	2	36 736	Normal	Sufficient
4	N 72	67 523	2	27 009	Normal	Sufficient
5	Kupchino	55 794	2	22 318	Normal	Sufficient
6	Balkansky	73 604	5	13 383	Normal	Sufficient

7. Kolpinsky (district rating: 2.00)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Kolpino	147 179	0	294 358	🔴 High — no workshops, > 50k residents	Sufficient
2	Metallostroy	27 592	1	18 395	Normal	⚠️ Small market (< 30k)
3	Pontony	8 603	0	17 206	Normal	⚠️ Small market (< 30k)
4	Ust-Izhora	2 617	0	5 234	Normal	⚠️ Small market (< 30k)
5	Petro-Slavyanka	2 146	0	4 292	Normal	⚠️ Small market (< 30k)
6	Saperny	1 733	0	3 466	Normal	⚠️ Small market (< 30k)

9. Vasileostrovsky (district rating: 1.93)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Morskoy	36 676	0	73 352	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
2	Ostrov Dekabristov	61 639	2	24 656	Normal	Sufficient
3	Vasilyevsky	31 937	1	21 291	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
4	Gavan	41 719	2	16 688	Normal	Sufficient
5	N 7	36 749	2	14 700	Normal	Sufficient

10. Moskovsky (district rating: 1.86)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Novoizmaylovskoye	83 286	1	55 524	Normal	Sufficient
2	Gagarinskoe	65 614	3	18 747	Normal	Sufficient
3	Moskovskaya Zastava	45 013	3	12 861	Normal	Sufficient
4	Zvezdnoye	94 318	7	12 576	Normal	Sufficient
5	Pulkovsky Meridian	45 710	7	6 095	Normal	Sufficient

11. Kronshtadtsky (district rating: 1.83)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Kronstadt	44 655	0	89 310	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient

12. Kurortny (district rating: 1.77)

#	Municipal Area	Population	Residents per workshop	Verification priority	Market scale
1	Sestroretsk	46 304	92 608	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
2	Zelenogorsk	15 568	31 136	Normal	⚠️ Small market (< 30k)
3	Pesochny	9 977	19 954	Normal	⚠️ Small market (< 30k)
4	Repino	3 022	6 044	Normal	⚠️ Small market (< 30k)
5	Beloostrov	2 466	4 932	Normal	⚠️ Small market (< 30k)
6	Solnechnoye	2 048	4 096	Normal	⚠️ Small market (< 30k)
7	Molodezhnoye	1 588	3 176	Normal	⚠️ Small market (< 30k)
8	Komarovo	1 476	2 952	Normal	⚠️ Small market (< 30k)
9	Ushkovo	811	1 622	Normal	⚠️ Small market (< 30k)
10	Smolyachkovo	748	1 496	Normal	⚠️ Small market (< 30k)

13. Krasnogvardeysky (district rating: 1.71)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Rzhevka	61 345	1	40 897	Normal	Sufficient
2	Polyustrovo	76 707	2	30 683	Normal	Sufficient
3	Porokhovye	128 807	5	23 419	Normal	Sufficient
4	Bolshaya Okhta	58 176	3	16 622	Normal	Sufficient
5	Malaya Okhta	43 319	5	7 876	Normal	Sufficient

14. Tsentralny (district rating: 1.64)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Smolninskoe	73 545	6	11 315	Normal	Sufficient
2	Vladimirsky District	49 761	5	9 047	Normal	Sufficient
3	Ligovka-Yamskaya	19 523	2	7 809	Normal	⚠️ Small market (< 30k)
4	Liteyny District	39 786	6	6 121	Normal	Sufficient
5	Dvortsovy District	7 288	2	2 915	Normal	⚠️ Small market (< 30k)
6	N 78	8 959	3	2 560	Normal	⚠️ Small market (< 30k)

15. Petrodvortsovy (district rating: 1.62)

#	Municipal Area	Population	Residents per workshop	Verification priority	Market scale
1	Peterhof	81 767	163 534	🔴 High — no workshops, > 50k residents	Sufficient
2	Lomonosov	38 477	76 954	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
3	Strelna	14 651	29 302	Normal	⚠️ Small market (< 30k)

16. Petrogradsky (district rating: 1.57)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Chkalovskoye	30 355	1	20 237	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
2	Kronverkskoye	16 881	1	11 254	Normal	⚠️ Small market (< 30k)
3	Vvedensky	15 799	1	10 533	Normal	⚠️ Small market (< 30k)
4	Petrovsky	17 932	2	7 173	Normal	⚠️ Small market (< 30k)
5	Posadsky	16 154	2	6 462	Normal	⚠️ Small market (< 30k)
6	Aptekарsky Ostrov	21 092	6	3 245	Normal	⚠️ Small market (< 30k)

17. Kirovsky (district rating: 1.50)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Morskiye Vorota	10 415	0	20 830	Normal	⚠️ Small market (< 30k)
2	Avtovo	42 496	2	16 998	Normal	Sufficient
3	Knyazhevo	59 414	3	16 975	Normal	Sufficient
4	Dachnoye	70 009	4	15 558	Normal	Sufficient
5	Ulyanka	75 768	5	13 776	Normal	Sufficient
6	Narvsky District	33 237	2	13 295	Normal	Sufficient
7	Krasenkaya Rechka	38 080	3	10 880	Normal	Sufficient

18. Admiralteysky (district rating: 1.43)

#	Municipal Area	Population	Workshops	Residents per workshop	Verification priority	Market scale
1	Kolomna	33 543	1	22 362	🟡 Medium — 0–1 workshops, 30–50k residents	Sufficient
2	Admiralteysky District	23 971	1	15 981	Normal	⚠️ Small market (< 30k)
3	Semyonovsky	22 109	1	14 739	Normal	⚠️ Small market (< 30k)
4	Izmaylovskoye	32 761	2	13 104	Normal	Sufficient
5	Yekateringofsky	21 698	2	8 679	Normal	⚠️ Small market (< 30k)
6	Sennoy District	20 342	5	3 699	Normal	⚠️ Small market (< 30k)

Limitations and Caveats

This model is a rough screening tool, not a final decision. Field verification (Stage 3) is mandatory before signing a lease.

What the model does NOT account for (no data available):

Pedestrian and vehicle traffic
Distance to metro stations and public transit stops
Parking availability
Proximity to complementary businesses (bridal salons, boutiques, shopping malls)
Rental costs
Storefront visibility and floor level

Known data limitations:

Survival rate (1.2) — calculated from jewelry workshop data (1–39 businesses per district). Small sample → result may be random.
Wage (3.1) — average wage across businesses in the district. The Central district is inflated due to office concentrations, though most workers live elsewhere.
TA 30–64 (2.1) — absolute headcount, not density within the workshop’s catchment area. Larger districts gain a structural advantage.

Methodology (Summary)

District rating formula:
Rating = Σ (score × weight) / Σ weights of counted criteria

MA ranking formula:
Residents per workshop = MA population / (active workshops + 0.5)

Full methodology: see “District and MA Evaluation Criteria — Two-Stage Model A”.