A Diamond is for Now
A recent Jewelry Consumer Opinion Council study of 3,553 consumers showed that women today are very comfortable buying diamond jewelry for themselves. Of those surveyed, 83% own diamond jewelry. The highest percentage, 68%, bought diamonds for themselves. Receiving diamonds for bridal, Christmas/holiday, and birthday occasions was less common. “But jewelers—particularly national and regional chain stores and independents, where half of diamond purchases are expected to occur in the coming months—place a greater emphasis on gifts of love than the self purchases that consumers repeatedly say they’re willing to make,” says Elizabeth Chatelain, president of MVI Marketing. With the holiday season upon us, 16% of the consumers say they plan to buy diamond jewelry in the coming months, with well over half intending to keep it, not give it. The most popular price range for diamond jewelry other than bridal is between $300 and $2,500. The most frequently coveted styles are right-hand rings, followed by stud earrings.
