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
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
WatchesApr 15, 2026
These Are the New Rolex Watches for 2026Rolex focused exclusively on the Oyster Perpetual this year, as the model is celebrating its 100th anniversary.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
