SurveysOct 26, 2021
We’ve Reached the Sustainability ‘Tipping Point,’ De Beers SaysSurveysOct 26, 2021
5 Takeaways from PGI’s Latest Survey
The new consumer survey looks at the importance of younger shoppers, why physical retail reigns supreme, and more.
A new consumer survey by Platinum Guild International gathered information on jewelry purchases from 2,000 consumers, ages 18 to 65, in four key markets: the United States, China, India and Japan.
New York—The demand for jewelry has remained strong in spite of the COVID-19 pandemic, siphoning money usually reserved for vacations, dining out, and other activities hampered by health and safety measures.
Diamond jewelry demand has been especially robust, as per De Beers, Alrosa, and jewelers across the country.
The boom is expected to last through the holidays and beyond for all jewelry categories.
In a recent consumer survey, Platinum Guild International set out to understand more about what is behind the spike in demand.
PGI reached out to 2,000 consumers, ages 18 to 65, in four key markets, the United States, China, India and Japan, who have bought, and expect to buy, fine jewelry. The survey examines the rise in demand, as well as who and what is behind it.
Here are five important takeaways.
Millennials and Gen Z consumers will drive future purchases.
Younger consumers, including those who are millennials and Gen Zers, are expected to be the driving force in the fine jewelry category.
This is due in part to the fact that they are the main consumers of bridal jewelry, as per the survey.
However, more consumers in this category, ages 18-45, said they have plans to buy non-bridal jewelry in the next quarter and within the next year, either for themselves or to give as a gift.
“Millennials and Gen-Z consumers, who are leading the future market growth, have given more attention to platinum to express their value and celebrate special moments and cherished relationships,” said Zhenzhen Liu, PGI’s director of global corporate marketing, in a press release about the survey.
“This creates an exciting opportunity for the jewelry industry to seize.”
Related stories will be right here …
Diamond jewelry demand has been especially robust, as per De Beers, Alrosa, and jewelers across the country.
The boom is expected to last through the holidays and beyond for all jewelry categories.
In a recent consumer survey, Platinum Guild International set out to understand more about what is behind the spike in demand.
PGI reached out to 2,000 consumers, ages 18 to 65, in four key markets, the United States, China, India and Japan, who have bought, and expect to buy, fine jewelry. The survey examines the rise in demand, as well as who and what is behind it.
Here are five important takeaways.
Millennials and Gen Z consumers will drive future purchases.
Younger consumers, including those who are millennials and Gen Zers, are expected to be the driving force in the fine jewelry category.
This is due in part to the fact that they are the main consumers of bridal jewelry, as per the survey.
However, more consumers in this category, ages 18-45, said they have plans to buy non-bridal jewelry in the next quarter and within the next year, either for themselves or to give as a gift.
“Millennials and Gen-Z consumers, who are leading the future market growth, have given more attention to platinum to express their value and celebrate special moments and cherished relationships,” said Zhenzhen Liu, PGI’s director of global corporate marketing, in a press release about the survey.
“This creates an exciting opportunity for the jewelry industry to seize.”
Physical retail remains king.
Online shopping is strong, but physical retail isn’t going anywhere just yet.
Physical retail is the top channel for shopping across all markets surveyed.
In the U.S., China, and India, shoppers head to e-commerce sites and social media to browse and gather information about products, but physical stores tend to be where the transactions happen.
In the U.S., 90 percent of those surveyed feel comfortable shopping in stores.
As for gathering information about a purchase, TV is the top channel, followed by word-of-mouth and Amazon.
White gold and natural diamonds are still U.S. favorites.
The survey also took a look at which gems and metals respondents preferred.
Natural diamonds and gemstones were the top pick across all markets when compared with lab-grown stones or jewelry without stones.
Preference for platinum jewelry was highest in Japan, though demand has risen in China. Demand remains stable in other markets.
Rose gold is particularly popular in China, Japan, and India.
In the U.S., preference on jewelry metals didn’t change much.
White gold remains the favorite, especially among women, though there was still interest in yellow and rose gold as well as platinum.
“We continue to see growth of the demand for platinum jewelry, quarter after quarter, in 2021”, said Jenny Luker, president of PGI USA.
“This sustained upward activity as we move into the all-important holiday season should ensure retailers that the demand for platinum jewelry is evident and they should prepare their inventory accordingly to meet consumer demand.”
Demand for non-bridal jewelry is strong.
In the U.S. China, and India, the demand for non-bridal jewelry remains strong, with about 70 percent of those surveyed expecting to buy non-bridal jewelry this coming year.
Demand in the category is stable in the U.S. and Japan while demand is particularly high in China.
The Indian market saw a slight recovery, particularly in Hyderabad, following the previous quarter’s decline.
The women surveyed were more likely to buy non-bridal jewelry for themselves or to receive it as a gift, while men would more likely buy it as a gift.
Looking ahead, plans to purchase non-bridal jewelry are in line with the past year’s purchase pattern, said the survey.
Future demand is strong in the U.S., China, and India while a small number of those surveyed in Japan expect to buy or receive jewelry in this category in the coming year.
For bridal jewelry, demand is stable in the U.S. and India while demand is down in China.
Sustainability is a deciding factor.
Sustainability is more than a buzzword, holding particular importance for U.S. shoppers.
Looking at the U.S. market, more than 70 percent of those surveyed agreed it was important for jewelry to be responsibly sourced.
In fact, responsible sourcing was the most important sustainability factor for Americans surveyed.
That was followed by environmental impact and social impact on communities, traceability of materials, and ensuring that materials are coming from independently audited sources.
Editors' Picks
Sponsored by
More on Surveys
The Latest
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
