CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
SourcingSep 18, 2017
7 Facts from De Beers’s 2017 Report on Diamonds
It provides insights into who is buying diamond jewelry, what they are buying and why.
These 18-karat yellow gold “Rae” studs from Jade Trau feature two oval-cut diamonds weighing 0.30 carats ($1,900). De Beers’s study shows that in the United States, earrings are second only to rings in terms of the type of jewelry women buy for themselves.
New York--Much of what’s contained in De Beers’s 2017 Diamond Insight Report was foreshadowed by company executives at the annual Forevermark breakfast held during the Las Vegas jewelry shows back in June.
There, Forevermark U.S. President Charles Stanley and Stephen Lussier, Forevermark’s London-based global CEO, shared some details about Forevermark’s plans for the fourth quarter, announcing that this year, the diamond brand’s major marketing push for the year will be women-centric.
Why? Because women today are buying more diamond jewelry for themselves as they gain power, position and money in the workforce, and they also are exerting greater influence over those pieces bought as gifts for them.
Here are seven insights from De Beers’s research about their rising purchasing power in the fine jewelry segment, who’s buying, where they’re buying and more.
1. The U.S. was the main growth market for diamond jewelry sales in 2016 and accounts for nearly half of all demand worldwide.
De Beers said consumers spent $41 billion on diamond jewelry in the U.S. last year, up from $39 billion in 2015, a 4 percent year-over-year increase. Stable macro-economics, wage growth, a strong stock market and improved consumer confidence were the reasons for the increase in demand.
Globally, demand was essentially flat in 2016, totaling $80 billion, compared with $79 billion in 2015.
2. The amount of diamond jewelry women buy for themselves is on the rise.
In 2005, self-purchased diamond jewelry (excluding any bridal jewelry) represented 23 percent of all diamond jewelry bought in the U.S. market. That number rose to 24 percent in 2011, 27 percent in 2013 and 33 percent in 2015, according to De Beers’s research.
Women’s spending power has increased, and they are buying more diamond jewelry for themselves.
3. Even when they’re not buying, they have input.
In the U.S., women influence the purchasing decision behind gifts of diamond jewelry in 42 percent of the cases.
A number of jewelers interviewed for National Jeweler’s 50 Jewelers/50 States series have made a similar observation about the bridal-buying process today, remarking on the number of couples who now come in together to pick out engagement rings.
4. Married women buy more diamond jewelry for themselves than single women.
The most popular type of jewelry they purchase is the ring, followed by earrings.
The average price of what they buy is $1,300. That is slightly less than the average price of all diamond jewelry acquired for women, including gifts, which is $1,400.
5. The factor
that most often gets U.S. women buying is price.
Finding something on sale at a “very good” price motivates women in the U.S. to buy diamond jewelry more than anything else.
After price, the top motivators among U.S. women are: to treat themselves, to acquire a design that’s unique or unusual, to celebrate personal milestones and to celebrate relationship milestones, like engagements and wedding anniversaries.
6. Most of these purchases are made on impulse.
But among those for which prior research was done. 72 percent of that research took place online. Stores visits (23 percent) and magazines/advertising/celebrity endorsements (31 percent) were other avenues used for pre-purchase research.
7. The jewelry buying experience is too “serious.”
The report used information gleaned from “Female Tribes,” a rolling study conducted by J. Walter Thompson Planning Head Rachel Pashley. (JWT is the same firm that used to handle De Beers’s U.S. marketing and advertising, including the iconic “A Diamond Is Forever” campaign.)
Among Pashley’s observations: the jewelry buying experience is too “serious;” retailers need to find a way to make it fun and self-gratifying, and they should learn from the experiential approach taken by skincare companies.
“Give women permission to reward themselves,” she says. “Above all, ensure your communications embrace the possibilities, not the responsibilities, of being a woman.”
Finding something on sale at a “very good” price motivates women in the U.S. to buy diamond jewelry more than anything else.
After price, the top motivators among U.S. women are: to treat themselves, to acquire a design that’s unique or unusual, to celebrate personal milestones and to celebrate relationship milestones, like engagements and wedding anniversaries.
6. Most of these purchases are made on impulse.
But among those for which prior research was done. 72 percent of that research took place online. Stores visits (23 percent) and magazines/advertising/celebrity endorsements (31 percent) were other avenues used for pre-purchase research.
7. The jewelry buying experience is too “serious.”
The report used information gleaned from “Female Tribes,” a rolling study conducted by J. Walter Thompson Planning Head Rachel Pashley. (JWT is the same firm that used to handle De Beers’s U.S. marketing and advertising, including the iconic “A Diamond Is Forever” campaign.)
Among Pashley’s observations: the jewelry buying experience is too “serious;” retailers need to find a way to make it fun and self-gratifying, and they should learn from the experiential approach taken by skincare companies.
“Give women permission to reward themselves,” she says. “Above all, ensure your communications embrace the possibilities, not the responsibilities, of being a woman.”
More on Sourcing
The Latest
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ CollectionThe brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
