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
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter PresidentThe announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.
EditorsApr 15, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.
Policies & IssuesApr 10, 2025
Trump Presses Pause on Higher Tariffs for 90 DaysAn across-the-board tariff of 10 percent remains in place for all U.S. trading partners, except China.
MajorsApr 10, 2025
Brilliant Earth Taps Influencers, Their Moms for Mother’s Day CampaignBrigette Pheloung and Tania Sarin, and their mothers, star in the campaign wearing medallions they co-designed.
