Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 17, 2018
The Most Clickable Diamonds of 2017
GemFind recently shared the results of its annual report, which includes what diamond shape is now topping the princess in popularity.
Designer Jade Trau created this ring for Forevermark, De Beers’ diamond brand. It is an 18-karat rose and white gold split shank engagement ring featuring an oval diamond, a cut that’s increasing in popularity. The retail price starts at $5,000.
Recently, Alex Fetanat, the CEO and president of GemFind, reached out to share the results of an annual report compiled using click data from the retailers’ websites his company manages. (GemFind, for those who are unfamiliar, is a California-based tech company that helps jewelers develop websites and manage inventory online.)
Fetanat said while the company has created a basic report and circulated it internally in the past, this is the first time the results have been shared publicly.
GemFind’s Jewelry Industry Consumer Trends Report for 2017 looks not at sales but at clicks, 1.2 million clicks to be precise, collected by two different pieces of software: JewelCloud, which manages general jewelry inventory, and DiamondLink, the web application GemFind uses for loose diamonds.
Using data from DiamondLink, GemFind was able to put together a profile on, as the report puts it, the most popular diamond of 2017.
It was a:
Round brilliant
1 to 1.25 carats
G color
VS2 clarity
While G led in color and VS2 in clarity, it’s worth noting that clicks were fairly evenly distributed among the top four finishers in both categories. VS1, SI1 and SI2 received an almost equal share of clicks for clarity. In color, H, F and I finished right behind G.
When it came to carat size, the second most-selected range, behind 1-1.25, was 0.76 to 1 carats.
That leaves us with shape, which, I think, was the most interesting part of the report.
Of course, round brilliants dominated, accounting for 44 percent of total clicks last year. But finishing second was not the princess cut, long a mainstay at No. 2, but the oval.
Oval diamonds accounted for 10 percent of clicks on the DiamondLink platform, just edging out the princess cut at 9.5 percent.
In fourth place was the cushion cut, with 8 percent of clicks.
Fetanat said he was surprised to see oval finish ahead of the princess cut, making the same observation I did when reviewing the report—that the princess cut has been No. 2 in the United States for years.
Personally, I am glad to see a bit of shake-up in the market.
I love ovals as well as a
few of the other less popular cuts that finished lower on GemFind’s list: the emerald (6 percent), pear (6 percent) and marquise (less than 5 percent), and it’s nice to see consumers discovering fancy shapes too.
When we did our 50 Jewelers/50 States series last year, a number of jewelers told us the popularity of oval engagement rings was on the rise among their customers, including David Iler at Alchemy Jeweler in Portland, Oregon; the Broyles of Calvin Broyles Jewelers in West Virginia; and Karen Goracke at Borsheims in Omaha, Nebraska.
Iler said oval “seems to be the new standard.”
Interest in ovals is also up on social media site Pinterest.
Additionally, De Beers, which is always a good barometer for gauging trends, has been putting more emphasis on fancy shapes.
The company’s Forevermark diamond brand expanded outside round brilliants two years ago, and one of my favorite designers, Jade Trau, introduced a Forevermark-exclusive collection built around fancy shapes late last year.
Fetanat said going forward, the company plans to release click-based quarterly trends reports. It is currently working on the report for the first quarter of 2018.
GemFind has additional data for 2017 that examines trends in jewelry overall, including most popular price point, time of year for searches, and categories (rings, necklaces, bracelets, etc.). I will be writing about that in separate blog post in the near future.
What do you think of the diamond data shared above? Does it match what you sell in your store? Feel free to let me know in the comments below.
When we did our 50 Jewelers/50 States series last year, a number of jewelers told us the popularity of oval engagement rings was on the rise among their customers, including David Iler at Alchemy Jeweler in Portland, Oregon; the Broyles of Calvin Broyles Jewelers in West Virginia; and Karen Goracke at Borsheims in Omaha, Nebraska.
Iler said oval “seems to be the new standard.”
Interest in ovals is also up on social media site Pinterest.
Additionally, De Beers, which is always a good barometer for gauging trends, has been putting more emphasis on fancy shapes.
The company’s Forevermark diamond brand expanded outside round brilliants two years ago, and one of my favorite designers, Jade Trau, introduced a Forevermark-exclusive collection built around fancy shapes late last year.
Fetanat said going forward, the company plans to release click-based quarterly trends reports. It is currently working on the report for the first quarter of 2018.
GemFind has additional data for 2017 that examines trends in jewelry overall, including most popular price point, time of year for searches, and categories (rings, necklaces, bracelets, etc.). I will be writing about that in separate blog post in the near future.
What do you think of the diamond data shared above? Does it match what you sell in your store? Feel free to let me know in the comments below.
More on Editors
The Latest
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
