SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
SurveysDec 07, 2020
PGI Asks Consumers: What Is (Modern) Love?
A new survey yields insights into engagement ring preferences, how modern jewelry advertising should look and more.
According to a recent survey, 65 percent of today’s consumers prefer a natural diamond as a center stone, and one out of five look for platinum styles. Pictured here is a diamond and platinum engagement ring set from Pompos Jewelry Corporation ($102,150).
New York—Platinum Guild International USA wants to know: What is (modern) love?
A recent study fielded by 360 Market Reach on behalf of the organization asked 1,000 fine jewelry buyers this open-ended question in September.
Across demographics, participants had largely positive connotations with the term “modern love,” and two clear themes emerged from their answers.
Modern love symbolizes inclusiveness and equality, and it adheres to the timeless nature of true love.
For many respondents, love in the modern age is best reflected in the mantra taken up by many—“love is love.”
Almost half of survey-takers feel love doesn’t discriminate when it comes to sexual preference, gender or ethnicity but is, rather, “an equal, shared partnership between two people.”
Fifty-one percent of Gen Zers agreed with the sentiment, followed by 49 percent of millennials, 46 percent of baby boomers, and 38 percent of Gen Xers.
Interestingly, 53 percent of both Gen Z and baby boomers feel that a modern relationship does not follow traditional gender roles or expectations. Forty-eight percent of millennials and 45 percent of Gen X felt the same.
To support these consumer beliefs, jewelry advertising and social media should aim to be both inclusive and timeless, PGI advised, featuring, for example, same-sex and multiracial couples.
The survey results also showed that 47 percent of baby boomers feel modern love doesn’t require a couple be married to show a lifelong commitment, as opposed to 37 percent of Gen Xers, millennials and Gen Zers.
And only 16 percent of both millennial and Gen X survey-takers and 11 percent of both Gen Zers and baby boomers indicated they think modern love has to include more traditional symbols of commitment like engagement rings and wedding bands.
For those who did think an engagement ring is a must-have, the survey asked them about their preferences.
The main point of consistency among those consumers is a natural diamond for the main stone; 65 percent of survey-takers said they wanted one, versus the 6 percent who indicated they wanted lab-grown diamonds.
For metals, 27 percent indicated they prefer white gold, followed by 24 percent for yellow gold, 21 percent for platinum, and 12 percent for rose gold.
When narrowing down the respondents’ pool to millennial and Gen Z women only, the number who prefer a lab-grown diamond increases slightly. Sixty-three percent indicated they’d prefer a natural diamond, versus 9 percent who want a lab-grown diamond.
Editors' Picks
Sponsored by
Among that same group, metal preferences broke down to 38 percent for white gold, 22 percent for rose gold, 12 percent for platinum, and 10 percent for yellow gold.
The PGI/360 Market Reach survey also asked those who were already engaged or married, or indicated they were getting engaged soon, about their “wish list” for resources to help with the buying process. Diamond buying and cost guides were the most universally selected choices.
Younger generations are also interested in information about ring sizing, questions to ask before buying, and how to make sure they’re picking a ring their partner will love.
The survey also asked those who indicated they had purchased fine jewelry within the past two years who they bought for, and 59 percent said it was for a significant other or spouse.
Fifty percent also said they had purchased a piece for themselves, though the breakdown shows that number jumps to 63 percent for just Gen Z, 49 percent for millennials, 47 percent for Gen X, and 44 percent for baby boomers.
Forty-three percent of fine jewelry buyers said the inspiration for their purchase came from looking on jewelry retailers’ websites.
This was followed by visiting jewelry stores (41 percent), websites for stores that sell jewelry and other items (39 percent), going to a store that sells jewelry and other items (33 percent), and visiting websites for high-end/designer brands (30 percent).
The PGI/360 Market Reach survey also asked those who were already engaged or married, or indicated they were getting engaged soon, about their “wish list” for resources to help with the buying process. Diamond buying and cost guides were the most universally selected choices.
Younger generations are also interested in information about ring sizing, questions to ask before buying, and how to make sure they’re picking a ring their partner will love.
The survey also asked those who indicated they had purchased fine jewelry within the past two years who they bought for, and 59 percent said it was for a significant other or spouse.
Fifty percent also said they had purchased a piece for themselves, though the breakdown shows that number jumps to 63 percent for just Gen Z, 49 percent for millennials, 47 percent for Gen X, and 44 percent for baby boomers.
Forty-three percent of fine jewelry buyers said the inspiration for their purchase came from looking on jewelry retailers’ websites.
This was followed by visiting jewelry stores (41 percent), websites for stores that sell jewelry and other items (39 percent), going to a store that sells jewelry and other items (33 percent), and visiting websites for high-end/designer brands (30 percent).
More on Surveys
The Latest
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
