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
IndependentsOct 16, 2025
Retailer Hall of Fame 2025: Jeffrey Zimmer Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.
AuctionsOct 16, 2025
Sotheby’s Introduces Custom Jewelry ServiceThe new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.
MajorsOct 16, 2025
Oscar Heyman’s Holiday Catalog Is Out, and It’s SpectacularThe holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsOct 16, 2025
Foundrae Adds To ‘United in Love’ CollectionThe brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.
Weekly QuizOct 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsOct 15, 2025
Retailer Hall of Fame 2025: Kathy CoreyCorey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.
CrimeOct 15, 2025
Men Receive Lengthy Prison Sentences for 2023 Murder of Colorado JewelerCharles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
Events & AwardsOct 15, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MADThe Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.
Events & AwardsOct 15, 2025
JCK, Luxury to Debut New Watch Section in Vegas Next YearTimepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.
AuctionsOct 15, 2025
Christie's Announces New Jewelry Department LeadershipThe auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom DixonAs chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper FlaggThe parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.
SourcingOct 14, 2025
Pragnell Debuts Kitulo Garnet Jewelry The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent CalendarsThe trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.
MajorsOct 10, 2025
Frederick Goldman Names New VP of SalesJewelry industry veteran Alisa Bunger has taken on the role.
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.
CollectionsOct 09, 2025
Katkim Launches First Men’s CollectionThe line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11MThe rough on offer was recovered from a newer area at the Montepuez mine.
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
