ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
SurveysJun 18, 2020
4 Insights from De Beers on Current Consumer Attitudes
Here’s how the pandemic is affecting their spending and what they’ll look for in holiday gifts this year.
According to De Beers, 90 percent of respondents in a recent survey said they will look for holiday gifts that are meaningful and will hold their value over time, like diamond jewelry.
London—The COVID-19 pandemic has consumers in the United States reassessing how they spend their money.
To better understand their perspectives and behaviors during both the lockdown and the initial reopening, De Beers has been conducting additional research.
In March, the diamond miner and marketer launched a weekly quantitative survey to collect data, and also began doing a once-a-month “deep dive” into consumer attitudes about diamonds.
“The COVID-19 crisis and associated lockdowns have caused people all around the world to re-evaluate aspects of what’s important in their lives and have reinforced the value of personal relationships,” De Beers Group CEO Bruce Cleaver said.
“While consumer confidence and spending has been significantly impacted in the U.S., this research highlights that diamonds will nonetheless have a unique role to play in people’s lives in a post-lockdown world as they seek to celebrate their most meaningful relationships.”
Though there’s much discussion about consumer behavior post-COVID-19, it’s worth nothing that several areas of the country remain under lockdown and it’s possible stay-at-home orders could be reinstated in others.
Still, here are a few consumer insights De Beers has gleaned from its research for now.
1. Consumers want to continue feeling connected.
Many consumers indicated the quarantine has had some positive effects on their lives—spending more time with family and less time commuting, leaving them feeling grateful for things they used to take for granted.
This feeling of connectedness has extended to their jewelry.
For those polled who already owned diamond jewelry, the majority said they continue to wear it while sheltering in place, mostly because they are used to never taking it off and because it makes them feel connected to someone.
2. They will look for “meaningful” gifts this holiday season.
As consumers look ahead to the holiday season, 56 percent of survey-takers indicated gifts should be meaningful above all, beating out the other three options: practical, functional and fun.
Ninety percent of respondents said choosing presents that hold their value over time also would be an important aspect of gift-buying this holiday season.
When it comes to gifts of this nature, more people chose diamonds as their top choice, beating out other luxury items like designer clothing and accessories, electronics, furniture or other jewelry.
According to the research, three out of four consumers said the crisis hasn’t had an impact on their likelihood to buy diamond jewelry.
3. They will buy
less but spend more on what they do buy.
Two-thirds of consumers polled said their personal finances hadn’t been affected by the crisis and 75 percent said they’re optimistic about their financial situations in the next three years.
Interestingly, 45 percent of those surveyed said they were likely to buy fewer things but invest more in the items they do purchase or, as De Beers put it, “fewer, better things,” a phrase also used in a marketing campaign the company launched in 2008 at the start of the recession.
4. They will turn to independent jewelers for physical shopping.
De Beers’ research showed consumers feel safest when they shop online.
Still, they do think of their local independent jeweler as their best resource for knowledge and quality, and consider local retailers the safest of all brick-and-mortar shopping options.
Also of note from the research is that consumer preference for travel is still declining, with 39 percent of those polled saying it would be seven to 12 months before their spending on travel returns to normal.
Two-thirds of consumers polled said their personal finances hadn’t been affected by the crisis and 75 percent said they’re optimistic about their financial situations in the next three years.
Interestingly, 45 percent of those surveyed said they were likely to buy fewer things but invest more in the items they do purchase or, as De Beers put it, “fewer, better things,” a phrase also used in a marketing campaign the company launched in 2008 at the start of the recession.
4. They will turn to independent jewelers for physical shopping.
De Beers’ research showed consumers feel safest when they shop online.
Still, they do think of their local independent jeweler as their best resource for knowledge and quality, and consider local retailers the safest of all brick-and-mortar shopping options.
Also of note from the research is that consumer preference for travel is still declining, with 39 percent of those polled saying it would be seven to 12 months before their spending on travel returns to normal.
More on Surveys
The Latest
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
