MajorsOct 27, 2025
Target to Cut 1,800 Corporate JobsThe retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.
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
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
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives ReplacedLondon-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument DemoThe workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond JewelryFrom sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.
Weekly QuizOct 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ EarringsFounder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, KeringThe luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.
Brought to you by
Are Earrings an Overlooked Category? What Retailers Need to Know NowAs the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch HistoryThe book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & WatchesAlexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds EditionThe superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the HolidaysRetailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva AuctionThe nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.
SourcingOct 22, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New PerchChief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume ChallengeFive dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New OwnerRecently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.
GradingOct 21, 2025
GIA Examines Rare Bicolor Pink DiamondThe stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.
MajorsOct 21, 2025
Pomellato Brings ‘Global Attitude’ to Rodeo Drive FlagshipHollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.
Lab-GrownOct 21, 2025
Grown Brilliance Opens First FlagshipThe New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.
Events & AwardsOct 21, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MADThe Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.
AuctionsOct 20, 2025
Sotheby's To Auction 10-Carat Vivid Pink DiamondMaking its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.
SourcingOct 20, 2025
2 Mozambique Police Officers Killed at Gemfields’ Ruby MineThey were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.
CrimeOct 20, 2025
See the ‘Priceless’ Jewels Stolen During Daytime Heist at the Louvre It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.
SourcingOct 20, 2025
Pristine Gems Names New Director of European SalesGemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.
IndependentsOct 17, 2025
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.
