IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
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
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
