MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
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
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
