WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
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
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
