MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
SurveysAug 24, 2017
New Survey Findings Echo Idea of ‘Fewer, Better Things’
The Diamond Producers Association commissioned the survey, which polled nearly 1,000 women ages 18 to 34.
Canadian jeweler Shelly Purdy, who makes all her jewelry in Toronto, created her “Vintage Opulence” collection specifically to appeal to millennials: “Millennials appreciate the craftsmanship of a handmade piece … They crave jewelry that tells a story in the details and is more personal.” This 14-karat rose gold sapphire halo ring from the line has a 0.30-carat rose-cut center diamond and two rose-cut side diamonds totaling 0.30 carats ($4,550 retail).
New York--Survey results recently released by the Diamond Producers Association show that millennials are interested in having fewer possessions that are worth more, consider diamond jewelry an investment and don’t like fakes.
The DPA, the association behind the new “Real is Rare” campaign to promote mined diamonds, commissioned New York-headquartered strategy consultancy Kelton Research to conduct the study about millennial women’s preferences when it comes to luxury goods.
Kelton surveyed 995 women ages 18 to 34 online between July 10 and 14, with a margin of error of +/- 3 percent.
One of the key findings from the study was that 94 percent of the highest-earning millennials (annual income of $150,000 a year or more) surveyed said they would prefer one more expensive item that is “genuine” over numerous cheaper items.
This finding is reminiscent of the “fewer, better things” marketing campaign De Beers rolled out for the 2008 holiday season in the midst of the global financial crisis.
Here are three more key findings from the survey.
--The millennial women surveyed view diamond jewelry as an investment. Of those women surveyed, 75 percent said they view diamond jewelry as an investment in themselves, while 82 percent see it as a long-term investment. Among millennials who earn $150,000+ a year, these figures climb to 94 percent and 91 percent, respectively.
The DPA said these survey results help support De Beers’s recent study, which showed that the number of women who buy diamond jewelry for themselves has increased by 50 percent in the last 10 years. De Beers created its fourth-quarter marketing campaign for Forevermark with these findings in mind.
--They don’t want knockoffs. Eighty-five percent of women said they would be embarrassed if they knew that the luxury item they had purchased was a fake.
-- Women of the millennial generation see luxury goods as an expression of self-confidence. Two out of three, or 66 percent, of the women surveyed say they feel more confident in themselves when wearing diamond jewelry.
Commenting on the results, DPA Chief Marketing Officer Deborah Marquardt said: “When evaluating luxury purchases, they (millennials) seek items that are genuine, unique and not mass-produced, and have inherent meaning and value.”
The Diamond Producers Association launched “Real is Rare” in late 2016. It was intended to fill the void left by the absence of the generic diamond marketing campaigns once done by De Beers (e.g., A Diamond is Forever).
The DPA is comprised of
the world’s biggest diamond mining companies, players like De Beers, Alrosa and Rio Tinto.
They allotted $57 million for the “Real is Rare” campaign in 2017, with $50 million being spent in the United States and remaining $7 million going to expand the campaign into China and India.
They allotted $57 million for the “Real is Rare” campaign in 2017, with $50 million being spent in the United States and remaining $7 million going to expand the campaign into China and India.
More on Surveys
The Latest
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
