Surveys

In Results of Diversity Survey, a Tale of Two Experiences

SurveysJan 14, 2021

In Results of Diversity Survey, a Tale of Two Experiences

National Jeweler breaks down the results of the survey on diversity in the fine jewelry industry that it conducted in partnership with Jewelers of America.

20210114_Diversity-study_Employer-header.jpg
New York—A recent survey about diversity and inclusion in fine jewelry paints a picture of an industry that thinks it’s doing better than it is but is open to improving. 

Conducted by Jewelers of America and National Jeweler in fall 2020, the “Diversity in the Fine Jewelry Industry” survey was limited to U.S.-based companies and broken down into three segments: one directed at employers, one for self-employed individuals, and one for employees. 

This story focuses on the results of the survey directed toward employers (defined as owners or C-suite executives) in the fine jewelry industry. An analysis of the survey geared toward employees will be published on NationalJeweler.com as well. 

A total of 473 individuals took the employer-focused diversity survey, with the survey completed by more men (61 percent) than women (35 percent). (The remaining 4 percent selected “other” when asked about their gender.)

The majority of respondents identified themselves as owners of retail stores (65 percent), while 10 percent were manufacturers, 8 percent were jewelry designers and 6 percent were wholesalers. 

Most of these companies (88 percent) employ between two and 25 people. 

When asked to rate their company’s performance in various areas as they relate to racial justice and equity, the survey-takers gave themselves high marks across the board, with 71 percent rating themselves as “very good”—the survey’s top rating—overall. 




Looking at specific categories, the majority of respondents said they are “very good” when it comes to diversity in employee hiring (69 percent) and vendor hiring (61 percent), and as it relates to processing feedback on racial justice-related issues from employees (55 percent).

They gave themselves somewhat lower marks for addressing employees about racial justice (49 percent said they were “very good” at this) and employee training in this area (44 percent).

And, about half of survey-takers said the current push for racial justice and equity wasn’t going to change how their company approached the hiring of employees (47 percent) or vendors (47 percent) or their company’s racial discrimination policy (46 percent), which is non-existent at about half the companies that took the survey.




Most respondents who rated their company as having a “very good” performance overall in areas of racial justice and equity chose to elaborate on their response.

A few wrote their company has been focused on diversity and inclusion for years, some because they have experienced discrimination firsthand.

One survey-taker said: “Being a black-owned business and being
the first black manager for the [company name withheld], I understand the importance of racial justice and equity. My company practices treating all people with respect because I have personally experienced both sides.”

Others who rated their company as “very good” did so pre-emptively it seems; it’s not an issue their company has tackled yet, but they expect it will.

“Over the years, I think we have done an exceptional job at addressing gender diversity issues and hiring,” one respondent wrote.

“However, most recently we have turned our attention to areas of opportunities with respect to hiring within the BIPOC community. Recent social and racial tensions in the U.S have prompted us to take a moment of self-reflection. In so doing, it became apparent that this seem to be the one demographic where we have underachieved, at least with respect to our aspirations to be an inclusive, diverse environment.”

Others said they rated their company as “very good” because, in their view, they treat everyone equally.

A few described themselves as being “color blind” or noted they “don’t see color.”

One respondent, who identified as white, wrote: “I was raised on an Air Force base … the military does not see color; they are all our brothers. I run my business the way I was raised, to hire and promote on an individual’s ability and merit. If they deliver and continue to have a positive attitude to help the company grow and prosper, they will be rewarded accordingly.”

Expressions such as these are often used to impart the idea that an individual is not personally biased or discriminatory, but, as many experts have discussed, they can actually be harmful to diversity and inclusion efforts.

A Closer Look
At first glance, the survey paints a picture of an industry that is diverse, open, and inclusive. Take into account the race of the respondents, however, and that picture starts to shift.

The vast majority of jewelry industry employers who responded to the survey—77 percent—were white.

Fewer than 100 survey-takers identified as a person of color, accounting for 13 percent of the total respondents. Four percent were Asian; 3 percent Black; 3 percent Hispanic or Latino; 2 percent multiracial or biracial; and 1 percent American Indian or Alaska Native.

Among that 13 percent, the majority were owners or executives at retail stores (48 percent) or in the field of jewelry design (22 percent), with most (76 percent) identifying as the owner of their business rather than a C-suite executive (24 percent).

Respondents of color gave their companies lower marks when it comes to racial justice and equity.

The percentage who rated their company as “very good” overall was 63, down from 71 percent when all responses are taken into account.

Nearly a quarter rated their company as “fair” or “poor” when it comes to diversity in vendor hiring—as opposed to 11 percent of all survey-takers—while 19 percent rated their company as such when it comes to addressing employees on the topic, compared with 13 percent of all survey participants.

Another 19 percent gave “fair” or “poor” marks for employee training, up from the 16 percent who said the same thing when looking at all results.




“I believe that my company viewed [racial justice] as a political issue, rather than a human rights issue,” one respondent, who identified as Black, wrote. “2020 has caused a shift in perspective, and they are now actively working toward improving our work culture. In my past experience, this was never addressed or perhaps seen as an HR concern, rather than something that needed to be addressed companywide.”

The respondent continued: “When our company did make a public statement, we received a lot of backlash from people and it really set the tone for how the jewelry industry is not quite open to these conversations, but they must be had.”

RELATED CONTENT: Diversity, Equity and Inclusion—Why They Matter

National Jeweler and Jewelers of America’s “Diversity in the Fine Jewelry Industry” survey was conducted from Sept. 23 to Oct. 14, and all responses were anonymous.

The organizations created and launched the survey in the wake of the 2020 nationwide protests for racial justice. The survey goal was to better understand the experiences of people of color—particularly Black professionals—in the fine jewelry industry.

The protests kicked off discussions about racial inequities, discrimination, and injustice in all industries, and the jewelry industry was not immune.

Conversations cropped up on social media platforms, companies and associations industrywide organized panels on diversity, and jewelry businesses brought in diversity trainers.

Also in 2020, a group of Black gem, jewelry and watch industry professionals launched the Black in Jewelry Coalition.

BIJC is the first nonprofit association dedicated to the inclusion and advancement of Black professionals in the industry, and its launch comes at a time many see as a major turning point for racial justice and equity in America.

The Work Ahead
While the majority of employers ranked themselves as “very good” overall when it comes to racial justice and equity, their answers to other questions indicate there is more work to be done.

As previously mentioned, jewelry company owners and C-suite executives gave their companies high marks for diversity in employee hiring, with 82 percent ranking themselves as “good” (13 percent) or “very good” (69 percent).

No other area of company operation garnered such high marks from employers when it comes to racial justice and equity.

Yet, the area to receive the lowest percentage of “very good” rankings is one that involves putting the idea of diversity into action.

Only 41 percent of employers rated themselves as “very good” when it comes to actually having a racially diverse staff, while one-quarter of respondents rated themselves as “fair” (13 percent), “poor” (9 percent), or “very poor” (4 percent) in this area.

“We have just started to come out as a company with a statement about racial justice and equality,” one respondent wrote. “We now need to follow through. We also need to hire more diverse staff and make sure our designers reflect the equity we want to put forward.”

A number of survey-takers said their ability to have a more diverse staff was limited by available candidates—a few noted they’ve never had a person of color apply for a job at their company—or because their business is a one- or two-person operation.

“I have one employee,” one respondent wrote. “Our geographic area is predominantly white. I did not have any non-white applicants during the hiring process. I grew up in a diverse environment and would like to bring diversity into my business. It has been on my mind from the beginning.”




The survey also asked respondents to compare the jewelry industry’s treatment of its Black employees to other industries, and it inquired about their willingness to make it better.

One-quarter of survey-takers said they believed the jewelry industry is worse (21 percent) or much worse (5 percent) than other industries when it comes to supporting Black employees.

Meanwhile, 46 percent said the industry does a “fair,” “poor,” or “very poor” job of supporting Black jewelry designers. Forty percent said the same about supporting Black-owned jewelry companies, and 35 percent about Black jewelry consumers.




But, 74 percent of respondents expressed some level of interest in making changes to help the Black community: 18 percent are “slightly interested,” 34 percent are “interested,” and 22 percent are “very interested.”




Write-in suggestions for resources included “give GIA training for affordable prices,” and “mentoring programs, apprenticeships, networking groups, etc.”

One respondent wrote: “We are a small shop in a rural area. Diversity is hard to come by but setting up a school with transportation to and from is a start.”

For full survey results, please visit Jewelers.org.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Madison Keys in Brilliant Earth campaign
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

Muse Nordstrom shop-in-shop
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry Hall

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Shree Ramkrishna Exports
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-Negative

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Yeprem Golden Strada Statement Necklace
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From Yeprem

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

Stock image of police cars with their lights on
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

Exterior of Marco Bicego Milan Flagship
MajorsJul 02, 2025
Marco Bicego Opens Milan Flagship

The new location continues the brand’s celebration of its 25th anniversary.

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

Bernadette Mack
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive Director

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

×

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