CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
SurveysJan 20, 2021
Millennials, Gen Z Do Still Want Diamonds, Survey Says
And they will increasingly use the internet for research or involve gift recipients in the final purchase decision.
New York—As the incomes and purchasing power of millennials and members of Generation Z continue to rise, it’s no wonder businesses want to know what they’re buying and how.
The Natural Diamond Council recently commissioned a survey to do just that—understand the desirability, perceived values, and shopping habits for natural diamond jewelry among those ages 18 to 39 in the United States.
360 Market Reach conducted the survey in October, polling 5,000 millennial- and Gen Z-aged respondents. Together, these two generations make up more than a third of the U.S.’s adult population.
It found that members of the two generations are still interested in jewelry featuring mined diamonds.
The survey asked respondents to choose their preferences among nine luxury items if money were no issue—things like clothing, cosmetics, perfume, watches, vacations and more.
According to the results, diamond jewelry was the most desired tangible luxury item overall; the only item ahead of it across all groups was a vacation.
Both generations indicated they buy natural diamond jewelry as gifts for themselves or others.
One in five respondents had made a luxury jewelry purchase within the last two years, half of which included mined diamonds.
Of those who had purchased in the last two years, half were buying diamond jewelry for themselves, largely driven by the female consumer segment (72 percent).
The category of those buying diamond jewelry as a gift was comprised mostly of men, often purchasing for a significant other.
Women buying for someone else said they had purchased gifts for their mothers, children and, sometimes, their significant other.
The survey also found about half of the natural diamond pieces purchased are earrings and necklaces, the popularity of which could be attributed to the current pandemic and the trend of “Zoom buying,” the Natural Diamond Council said.
Another third of those purchases are rings: engagement rings (10 percent), wedding/anniversary bands (10 percent) and fashion rings (14 percent).
The average price paid for natural diamond jewelry bought in the last two years was about $2,400, with men spending a little more ($3,000) and women a little less ($1,900).
If the survey’s results are any indication, these two generations will keep buying fine jewelry: 37 percent of respondents said they plan to buy it in the next 12 months and 27 percent said they expect to receive it.
Those planning to give fine jewelry as a gift will likely
seek more participation from the recipient.
Only 40 percent said they will make the decision on their own, while only 26 percent of those expecting to get a gift of jewelry don’t anticipate being involved.
And purchases on all sides will likely be influenced by social media platforms, where members of both generations often find their inspiration.
Not surprisingly, the analysis of the survey results showed consumers research diamond jewelry before making a purchase, with consumers seeking out four to give retail touch points in average beforehand.
Most of the research was done online—representing 2.6 touch points—and two in-person.
Here’s what they were looking for: 66 percent were comparing prices, 26 percent were looking for social media advice and inspiration, and 24 percent were reading articles for tips.
While most research and browsing might be done online, many of the final purchases happened in stores, with 28 percent completed online and the remaining 72 percent done at a physical location.
The results found more purchases were finalized at independent jewelry stores than at major chains.
Only 40 percent said they will make the decision on their own, while only 26 percent of those expecting to get a gift of jewelry don’t anticipate being involved.
And purchases on all sides will likely be influenced by social media platforms, where members of both generations often find their inspiration.
Not surprisingly, the analysis of the survey results showed consumers research diamond jewelry before making a purchase, with consumers seeking out four to give retail touch points in average beforehand.
Most of the research was done online—representing 2.6 touch points—and two in-person.
Here’s what they were looking for: 66 percent were comparing prices, 26 percent were looking for social media advice and inspiration, and 24 percent were reading articles for tips.
While most research and browsing might be done online, many of the final purchases happened in stores, with 28 percent completed online and the remaining 72 percent done at a physical location.
The results found more purchases were finalized at independent jewelry stores than at major chains.
More on Surveys
The Latest
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
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.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
Events & AwardsJul 21, 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.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
