25-1-2021
Vacations are the only luxury items ahead of diamond jewellery on the bucket list of millennials and gen-Z, says a survey by Natural Diamond Council (NDC).
Polled 5,000 respondents between the ages of 18 and 39 during October 2020, 70 percent cited reasons for wanting natural diamonds: one of a kind, followed by symbols of love and connection. They acquire natural diamond jewellery both for themselves and to gift. About half the natural diamond pieces acquired are earrings and necklaces.
One in five respondents has purchased luxury jewellery in the last two years, which half of these jewellery included natural diamonds. A majority of these diamond jewellery purchasers are female self-purchasers. The most important factor determinates their purchases are versatility, long-term style and value and design.
For the four in five customers have bought diamond jewellery as a gift. Key reasons for giving diamond jewellery as a gift included its long-term value (45 percent), the fact that it can worn everyday (39 percent) and the design is a piece that the recipient would love (40 percent).
← Back