ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
SurveysJan 08, 2021
Survey: Consumers Would Pay Premium for ‘Responsibly Mined’ Gold
But they have very little knowledge about the area, indicating the trade needs to have clear messaging about origin and benefit to the buyer.
A shot of a gold miner in Mongolia (Photo courtesy Alliance for Responsible Mining)
Austin, Texas—Consumers have little knowledge about the origin of gold, according to one recent study, but after learning about it said they would pay a premium for certified responsibly-mined gold jewelry.
These insights were found in a research study about the awareness of responsibly sourced, artisanally mined gold conducted by MVI Marketing and Christina T. Miller Sustainable Jewelry Consulting.
It was co-sponsored by the Alliance for Responsible Mining and Rio Grande.
The survey polled 1,015 U.S. consumers between the ages of 25 and 50 from Nov. 4-13 with a household income greater than $50,000 and who have purchased jewelry valued at $200 or more in the past three years.
Perhaps unsurprisingly, the study found consumers do not understand artisanal mining well, with less than 20 percent of survey takers even aware of the term “artisanal mining.”
Within that group, only one out of three correctly described artisanal gold as coming from individual or small-scale miners, results showed.
Twenty-four percent, meanwhile, said it was gold mined by hand in impoverished areas, which is accurate in some circumstances, but as many as 23 percent thought it referred to gold jewelry made by an artist.
Once educated in the area, survey takers said they are likely to spend more on products made with artisanal and small-scale certified responsible gold.
One out of three (33 percent) would pay 5 to 10 percent more while 41 percent would be willing to pay 11 percent or more.
(The survey defined ASM certified responsible gold for participants as gold from artisanal and small-scale gold mines that adhere to environmental, social, and economic standards, which are audited by an independent third-party.)
“Marketing messages must include the story behind the gold and the cost/benefit to the consumer of buying responsibly,” said survey conductors.
Interestingly, though, 44 percent of respondents also admitted if they found jewelry they liked that was not ASM certified responsible gold, they would still buy the piece.
Meanwhile, the survey also indicated gender does play a role in making these decisions, with men more likely to read details about products, expressing more interest in origin and environmental topics than women.
Age seemed to play a “minor factor” in consumer receptiveness to ASM certified responsible gold.
Almost half of respondents between 25 and 35 said they would choose it while 42 percent of those between 26 and 50 said they would do the same.
Younger
These insights were found in a research study about the awareness of responsibly sourced, artisanally mined gold conducted by MVI Marketing and Christina T. Miller Sustainable Jewelry Consulting.
It was co-sponsored by the Alliance for Responsible Mining and Rio Grande.
The survey polled 1,015 U.S. consumers between the ages of 25 and 50 from Nov. 4-13 with a household income greater than $50,000 and who have purchased jewelry valued at $200 or more in the past three years.
Perhaps unsurprisingly, the study found consumers do not understand artisanal mining well, with less than 20 percent of survey takers even aware of the term “artisanal mining.”
Within that group, only one out of three correctly described artisanal gold as coming from individual or small-scale miners, results showed.
Twenty-four percent, meanwhile, said it was gold mined by hand in impoverished areas, which is accurate in some circumstances, but as many as 23 percent thought it referred to gold jewelry made by an artist.
Once educated in the area, survey takers said they are likely to spend more on products made with artisanal and small-scale certified responsible gold.
One out of three (33 percent) would pay 5 to 10 percent more while 41 percent would be willing to pay 11 percent or more.
(The survey defined ASM certified responsible gold for participants as gold from artisanal and small-scale gold mines that adhere to environmental, social, and economic standards, which are audited by an independent third-party.)
“Marketing messages must include the story behind the gold and the cost/benefit to the consumer of buying responsibly,” said survey conductors.
Interestingly, though, 44 percent of respondents also admitted if they found jewelry they liked that was not ASM certified responsible gold, they would still buy the piece.
Meanwhile, the survey also indicated gender does play a role in making these decisions, with men more likely to read details about products, expressing more interest in origin and environmental topics than women.
Age seemed to play a “minor factor” in consumer receptiveness to ASM certified responsible gold.
Almost half of respondents between 25 and 35 said they would choose it while 42 percent of those between 26 and 50 said they would do the same.
Younger
Editors' Picks
Sponsored by
generations also consider origin and environmental issues more than older respondents.
The survey asked respondents to identify the issues that large companies and smaller miners face, and more than 60 percent understood dangerous working conditions as a top concern for both groups. Human rights abuses and poverty around the mining sites also were identified as important issues for artisanal and small-scale miners.
Most respondents also realize that mercury, which is commonly used in the artisanal and small-scale gold mining process, can have toxic effects on the nervous system and lead to brain damage, but 9 percent still mistakenly think mercury is safe to handle.
“This research study is a benchmark from which we will measure our progress as an industry,” said Christina Miller, an expert in the field of gold supply for jewelry manufacturing.
“The current conditions for artisanal and small-scale gold miners are neither healthy nor sustainable and this research shows that as consumers learn more, they will demand both transparent sourcing and improved conditions for the people doing the mining.”
What They Are Buying
The survey also asked participants about their jewelry buying habits and preferences, with one question asking them to rank what types of jewelry they were most likely to purchase.
Forty-five percent of respondents said they would purchase or request jewelry made with ASM certified responsible gold.
They also indicated they would purchase or request jewelry made with recycled gold (25 percent) and jewelry made with gold from industrial-scale mining companies (13 percent).
When ranking the most important criteria when buying fine jewelry, meanwhile, consumers ranked design as No. 1, followed by price and then metal.
Metal was seen as “extremely important” to 65 percent of the men in the study and 55 percent of the women, and “somewhat important” to 30 percent of men and 37 percent of women.
And in terms of preferred jewelry metal, 59 percent of women and 50 percent of men chose white gold for pieces they would purchase for themselves. This was followed by yellow gold, with 35 percent of women and 48 percent of men choosing the metal for themselves.
Meanwhile, gold and diamond jewelry was cited as the type of fine jewelry most purchased in the past three years, for both 55 percent of both men and women, followed by diamonds in sterling silver (46 percent for men and 41 percent of women).
Karat-gold jewelry with no gemstones or diamonds was the top choice for 50 percent of men in the survey.
The survey asked respondents to identify the issues that large companies and smaller miners face, and more than 60 percent understood dangerous working conditions as a top concern for both groups. Human rights abuses and poverty around the mining sites also were identified as important issues for artisanal and small-scale miners.
Most respondents also realize that mercury, which is commonly used in the artisanal and small-scale gold mining process, can have toxic effects on the nervous system and lead to brain damage, but 9 percent still mistakenly think mercury is safe to handle.
“This research study is a benchmark from which we will measure our progress as an industry,” said Christina Miller, an expert in the field of gold supply for jewelry manufacturing.
“The current conditions for artisanal and small-scale gold miners are neither healthy nor sustainable and this research shows that as consumers learn more, they will demand both transparent sourcing and improved conditions for the people doing the mining.”
What They Are Buying
The survey also asked participants about their jewelry buying habits and preferences, with one question asking them to rank what types of jewelry they were most likely to purchase.
Forty-five percent of respondents said they would purchase or request jewelry made with ASM certified responsible gold.
They also indicated they would purchase or request jewelry made with recycled gold (25 percent) and jewelry made with gold from industrial-scale mining companies (13 percent).
When ranking the most important criteria when buying fine jewelry, meanwhile, consumers ranked design as No. 1, followed by price and then metal.
Metal was seen as “extremely important” to 65 percent of the men in the study and 55 percent of the women, and “somewhat important” to 30 percent of men and 37 percent of women.
And in terms of preferred jewelry metal, 59 percent of women and 50 percent of men chose white gold for pieces they would purchase for themselves. This was followed by yellow gold, with 35 percent of women and 48 percent of men choosing the metal for themselves.
Meanwhile, gold and diamond jewelry was cited as the type of fine jewelry most purchased in the past three years, for both 55 percent of both men and women, followed by diamonds in sterling silver (46 percent for men and 41 percent of women).
Karat-gold jewelry with no gemstones or diamonds was the top choice for 50 percent of men in the survey.
More on Surveys
The Latest
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
Weekly QuizMay 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
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.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
WatchesMay 07, 2026
Chrono24 Names New CEOJosé Gaztelu has been promoted to the role, which has been vacant since last year.
Events & AwardsMay 07, 2026
JA Accepting Applications for 2026 Scholarship ProgramIt has also opened the application period for the Seymour & Evelyn Holtzman Bench Scholarship through June 30.
SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans Closer to ApprovalThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
