PodcastsJul 22, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SurveysAug 24, 2017
New Survey Findings Echo Idea of ‘Fewer, Better Things’
The Diamond Producers Association commissioned the survey, which polled nearly 1,000 women ages 18 to 34.
Canadian jeweler Shelly Purdy, who makes all her jewelry in Toronto, created her “Vintage Opulence” collection specifically to appeal to millennials: “Millennials appreciate the craftsmanship of a handmade piece … They crave jewelry that tells a story in the details and is more personal.” This 14-karat rose gold sapphire halo ring from the line has a 0.30-carat rose-cut center diamond and two rose-cut side diamonds totaling 0.30 carats ($4,550 retail).
New York--Survey results recently released by the Diamond Producers Association show that millennials are interested in having fewer possessions that are worth more, consider diamond jewelry an investment and don’t like fakes.
The DPA, the association behind the new “Real is Rare” campaign to promote mined diamonds, commissioned New York-headquartered strategy consultancy Kelton Research to conduct the study about millennial women’s preferences when it comes to luxury goods.
Kelton surveyed 995 women ages 18 to 34 online between July 10 and 14, with a margin of error of +/- 3 percent.
One of the key findings from the study was that 94 percent of the highest-earning millennials (annual income of $150,000 a year or more) surveyed said they would prefer one more expensive item that is “genuine” over numerous cheaper items.
This finding is reminiscent of the “fewer, better things” marketing campaign De Beers rolled out for the 2008 holiday season in the midst of the global financial crisis.
Here are three more key findings from the survey.
--The millennial women surveyed view diamond jewelry as an investment. Of those women surveyed, 75 percent said they view diamond jewelry as an investment in themselves, while 82 percent see it as a long-term investment. Among millennials who earn $150,000+ a year, these figures climb to 94 percent and 91 percent, respectively.
The DPA said these survey results help support De Beers’s recent study, which showed that the number of women who buy diamond jewelry for themselves has increased by 50 percent in the last 10 years. De Beers created its fourth-quarter marketing campaign for Forevermark with these findings in mind.
--They don’t want knockoffs. Eighty-five percent of women said they would be embarrassed if they knew that the luxury item they had purchased was a fake.
-- Women of the millennial generation see luxury goods as an expression of self-confidence. Two out of three, or 66 percent, of the women surveyed say they feel more confident in themselves when wearing diamond jewelry.
Commenting on the results, DPA Chief Marketing Officer Deborah Marquardt said: “When evaluating luxury purchases, they (millennials) seek items that are genuine, unique and not mass-produced, and have inherent meaning and value.”
The Diamond Producers Association launched “Real is Rare” in late 2016. It was intended to fill the void left by the absence of the generic diamond marketing campaigns once done by De Beers (e.g., A Diamond is Forever).
The DPA is comprised of
Editors' Picks
Sponsored by
the world’s biggest diamond mining companies, players like De Beers, Alrosa and Rio Tinto.
They allotted $57 million for the “Real is Rare” campaign in 2017, with $50 million being spent in the United States and remaining $7 million going to expand the campaign into China and India.
They allotted $57 million for the “Real is Rare” campaign in 2017, with $50 million being spent in the United States and remaining $7 million going to expand the campaign into China and India.
More on Surveys
The Latest
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
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.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
IndependentsJul 15, 2026
New Jersey Jeweler Barry Berman Dies at 81The founder of Fords Jewelers, Berman is remembered for his love of connecting with his community.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
