Editors

In the First Half of 2018, Consumers Searched For …

EditorsSep 04, 2018

In the First Half of 2018, Consumers Searched For …

Cushion-cut diamonds, for one, Editor-in-Chief Michelle Graff reports after digesting the latest data from GemFind.

20180904_diamond-blog-header.jpg
This diamond engagement ring from Picchiotti features a center stone that is popular in terms of shape (cushion cut, searched for by 11 percent of consumers); color (F, searched for by 14 percent of consumers); clarity (VS2, searched for by 19 percent of consumers); and size. The center stone is 5.26 carats; diamonds above 3 carats accounted for 11 percent of searches in the first six months of the year, ranking third behind 3/4-carat and 1-carat diamonds.

In April, I relayed the results of GemFind’s first annual report aggregating data from the jewelers’ websites that the company manages; the report told us what diamonds consumers were clicking on the most—though not necessarily buying—when browsing jewelry online.

GemFind President and CEO Alex Fetanat told me at the time that his technology company, which he founded in 1999, wanted to make a habit out of publishing these reports, providing the industry with consumer data regularly.

A few weeks ago, he reached out to share results from the semi-annual report for 2018, detailing clicks for the first six months of the year (Jan. 1 through June 30).

Below, I share five of the most interesting points from the report; the entire analysis can be viewed on the GemFind website.

1. The overall profile of the diamond most searched for by consumers didn’t change from 2017, which is not surprising.
According to GemFind, consumers looked for a 1-carat, round, G color diamond with VS2 clarity and a Gemological Institute of America grading report, which is pretty much the same diamond most consumers were looking for last year.

New for the semi-annual report, however, was the inclusion of consumer preference for cut grade, with excellent coming in first (65 percent) of searches for diamonds bigger than 0.25 carats, followed by very good at 19 percent and good at 9 percent.

2. After G, the most searched for diamond color was …
H at 15 percent, followed closely by F (14 percent) and I (13 percent). All told, 59 percent of diamond searches were for stones between F and I in color.

The two highest diamond color grades, D and E, were clicked on by 8 and 11 percent of consumers, respectively.

Fetanat said he was surprised to see I-color diamonds finishing ahead of both D and E but noted that, “I is definitely not the greatest color, but it’s more affordable.”

3. After VS2, the most searched for diamond clarity was …
SI1 and VS1 were tied as the second most searched for clarities, garnering 18 percent of searches in the first six months of the year, followed by SI2 at 15 percent, VVS2 at 10 percent and VVS1 at 8 percent.

Very few consumers were looking for diamonds that were internally flawless—IF diamonds accounted for 4 percent of searches—or at the other end of the clarity spectrum. Only

8 percent of consumers looked for I1 diamonds and 1 percent for I2 diamonds.

What this data tells Fetanat: For the most part, consumers are looking for eye-clean diamonds, meaning they don’t want a stone with visible flaws, but they don’t feel the need to pay money for a flawless diamond either.


In her latest Style File, Jewelers of America’s Amanda Gizzi reported on the growing popularity of marquise, pear, trillion and shield shapes in jewelry design. Online, however, consumers are still clicking on more round diamonds than anything else, with pear-shaped diamonds only accounting for 3 percent of searches and marquise, 2 percent.

4. There was a bit of a shift in shape searches.
As noted above, the most searched for diamond shape was round, with the classic cut accounting for nearly 50 percent of searches in the first six months of 2018.

In second place, however, was not the princess cut or even the oval, which leapfrogged the princess to become the second most searched for cut shape of 2017.

It was the cushion, accounting for 11 percent of searches, followed closely by oval at 10 percent and the princess at 9 percent. Together with round diamonds, these three shapes accounted for more than three-quarters of all cut shape searches in the first six months of the year.

Other searched for shapes were: Asscher (7 percent), emerald (5 percent), radiant (4 percent), pear (3 percent) and marquise (2 percent).

5. There is solid interest in diamonds larger than 3 carats.
In the first six months of 2018, 46 percent of diamond searches were for 1-carat (25 percent), 3/4-carat (12 percent) and 1 1/2-carat diamonds (9 percent), none of which is surprising. Most consumers go for a diamond that is 1 carat exactly, or just under or above the 1-carat mark.

However, the third most searched for size (after 1 carat and 3/4 carat) was 3 carats and above, searched for by 11 percent of consumers.

Fetanat noted a couple of plausible reasons for the percentage of large diamond searches, including an improving economy and consumers searching not for engagement diamonds but for stones to mark milestone anniversaries, such as 10 or 20 years.

I also threw out a possibility with which Fetanat agreed—some consumers could be searching for larger diamonds simply out of curiosity. They want to see how much it would cost to buy a 4-carat diamond, or see what a 5-carat stone would look like on their finger, much in the same way one might look to see what $5,000 a month in rent will get you in Brooklyn (answer: not as much as you might think).

Jewelers, what do you think of the results of GemFind’s 2018 semi-annual survey? Do they match what you see consumers inquiring about and buying in your stores?
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy