19-6-2020
Lockdowns made customers want to feel connected and plan to purchase meaningful gifts for love ones, according to research by De Beers.
“The COVID-19 crisis and associated lockdowns have caused people all around the world to re-evaluate aspects of what’s important in their lives and have reinforced the value of personal relationships,” De Beers CEO Bruce Cleaver said. 56 percent interviewees felt presents for their love ones, especially family should be meaningful, as opposed to practical, functional and fun. Jewellers should recognise that there are relationships with grandparents, siblings and best friends that could be celebrated.
Three out of four consumers said the crisis hasn’t had an impact on their likelihood to buy diamond jewellery. This holiday, 90 percent of survey-takers urge to send a gift to a loved one that holds value over time and diamonds were seen as an option over gold and platinum jewellery. (Thumbnail courtesy: De Beers)
← Back