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.
More on Surveys
The Latest
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
WatchesNov 12, 2025
Historic Rolex Oyster Fetches $1.7M at Sotheby’sMercedes Gleitze famously wore the watch in her 1927 swim across the English Channel, a pivotal credibility moment for the watchmaker.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
GradingNov 12, 2025
It’s Time: GIA’s Express Holiday Service Is Back GIA is offering next-day services for natural, colorless diamonds submitted to its labs in New York and Carlsbad.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
AuctionsNov 10, 2025
300+ Colored Diamonds Up for Auction at Christie’sLate collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
