WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
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
Editors' Picks
Sponsored by
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
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
