MajorsMar 16, 2022
Kevin Reilly Promoted to PGI’s SVPSurveysMar 31, 2022
4 Findings from PGI’s Consumer Survey About Sustainability and Jewelry
Here’s which factors influence—and which don’t—their purchasing decisions.
Platinum Guild International USA commissioned a study to better understand how important ethical, social, and environmental (ESG) standards are to those purchasing fine jewelry.
New York—It’s important, perhaps now more than ever, for companies to incorporate ethical, social, and environmental (ESG) standards into the way they operate.
To better understand which of these factors are most important to consumers, Platinum Guild International USA commissioned a study on the topic and how these factors relate to fine jewelry purchases.
The survey answers came from 500 U.S. consumers in December who had purchased or received a fine jewelry piece worth more than $1,000 in the last two years.
Respondents were evenly split between male and female, were between the ages of 18 and 65, and had household incomes of more than $50,000.
The study focused on key areas like the importance of ESG aspects, how sustainability factors fit with fine jewelry, and their impact on their purchasing decision.
“We feel it is important for our industry to make a continued commitment toward sustainable practices in all levels of business,” said PGI USA President Jenny Luker.
“In order to be highly effective in this space and provide value to our partners and the industry at large, we felt it was necessary to conduct a study that would show the baseline of what sustainability actually means to consumers, allowing our future communications to be more effectively received.”
Here are four key findings from the survey’s results.
1. Consumer understanding of sustainability varies.
Consumers said they think words and phrases like “environmentally responsible,” “sustainable sourcing,” and “traceability” fit best when it comes to sustainability, the survey found, but human rights and fair labor practices are what will most likely sway their purchasing decision, PGI said.
And, while many consumers indicated they believe sustainability is about jewelry being produced responsibly, with environmentally friendly practices, and with fair labor laws, still others said they think it relates to the durability and quality of the piece, further showing an unclear understanding of the word to consumers.
2. Sustainability isn’t at the top of the list of factors influencing their choices.
While the topic is important to many fine jewelry consumers, it doesn’t play nearly as big of a role in their selection as quality, design, and metal used.
Sustainability came in fourth, followed by price and whether there are gemstones used last.
3. Young consumers are driving the conversations with jewelers.
About 40 percent said they had conversations with their jewelry about sustainability.
These conversations are mostly driven by those aged 18-39, with topics focusing on how the piece was made, where the materials were sourced, and the quality/durability of the piece.
4. Consumers will pay a premium for sustainability.
Most consumers indicated in the survey that they would pay an average of 15 percent to 20 percent more for all sustainable aspects, particularly environmentally responsible, human rights, and fair labor practices.
A webinar to be held on Thursday, April 14, featuring the senior research manager from 360 Market Reach, will take attendees through the study’s key findings.
Registration for that can be found on the Women’s Jewelry Association website.
Related stories will be right here …
To better understand which of these factors are most important to consumers, Platinum Guild International USA commissioned a study on the topic and how these factors relate to fine jewelry purchases.
The survey answers came from 500 U.S. consumers in December who had purchased or received a fine jewelry piece worth more than $1,000 in the last two years.
Respondents were evenly split between male and female, were between the ages of 18 and 65, and had household incomes of more than $50,000.
The study focused on key areas like the importance of ESG aspects, how sustainability factors fit with fine jewelry, and their impact on their purchasing decision.
“We feel it is important for our industry to make a continued commitment toward sustainable practices in all levels of business,” said PGI USA President Jenny Luker.
“In order to be highly effective in this space and provide value to our partners and the industry at large, we felt it was necessary to conduct a study that would show the baseline of what sustainability actually means to consumers, allowing our future communications to be more effectively received.”
Here are four key findings from the survey’s results.
1. Consumer understanding of sustainability varies.
Consumers said they think words and phrases like “environmentally responsible,” “sustainable sourcing,” and “traceability” fit best when it comes to sustainability, the survey found, but human rights and fair labor practices are what will most likely sway their purchasing decision, PGI said.
And, while many consumers indicated they believe sustainability is about jewelry being produced responsibly, with environmentally friendly practices, and with fair labor laws, still others said they think it relates to the durability and quality of the piece, further showing an unclear understanding of the word to consumers.
2. Sustainability isn’t at the top of the list of factors influencing their choices.
While the topic is important to many fine jewelry consumers, it doesn’t play nearly as big of a role in their selection as quality, design, and metal used.
Sustainability came in fourth, followed by price and whether there are gemstones used last.
3. Young consumers are driving the conversations with jewelers.
About 40 percent said they had conversations with their jewelry about sustainability.
These conversations are mostly driven by those aged 18-39, with topics focusing on how the piece was made, where the materials were sourced, and the quality/durability of the piece.
4. Consumers will pay a premium for sustainability.
Most consumers indicated in the survey that they would pay an average of 15 percent to 20 percent more for all sustainable aspects, particularly environmentally responsible, human rights, and fair labor practices.
A webinar to be held on Thursday, April 14, featuring the senior research manager from 360 Market Reach, will take attendees through the study’s key findings.
Registration for that can be found on the Women’s Jewelry Association website.
More on Surveys
The Latest
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
Lab-GrownAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
