IndependentsMay 01, 2024
Harwell Godfrey Opens First StoreIt is located in Marin County, California.
EditorsApr 17, 2018
The Most Clickable Diamonds of 2017
GemFind recently shared the results of its annual report, which includes what diamond shape is now topping the princess in popularity.
Designer Jade Trau created this ring for Forevermark, De Beers’ diamond brand. It is an 18-karat rose and white gold split shank engagement ring featuring an oval diamond, a cut that’s increasing in popularity. The retail price starts at $5,000.
Recently, Alex Fetanat, the CEO and president of GemFind, reached out to share the results of an annual report compiled using click data from the retailers’ websites his company manages. (GemFind, for those who are unfamiliar, is a California-based tech company that helps jewelers develop websites and manage inventory online.)
Fetanat said while the company has created a basic report and circulated it internally in the past, this is the first time the results have been shared publicly.
GemFind’s Jewelry Industry Consumer Trends Report for 2017 looks not at sales but at clicks, 1.2 million clicks to be precise, collected by two different pieces of software: JewelCloud, which manages general jewelry inventory, and DiamondLink, the web application GemFind uses for loose diamonds.
Using data from DiamondLink, GemFind was able to put together a profile on, as the report puts it, the most popular diamond of 2017.
It was a:
Round brilliant
1 to 1.25 carats
G color
VS2 clarity
While G led in color and VS2 in clarity, it’s worth noting that clicks were fairly evenly distributed among the top four finishers in both categories. VS1, SI1 and SI2 received an almost equal share of clicks for clarity. In color, H, F and I finished right behind G.
When it came to carat size, the second most-selected range, behind 1-1.25, was 0.76 to 1 carats.
That leaves us with shape, which, I think, was the most interesting part of the report.
Of course, round brilliants dominated, accounting for 44 percent of total clicks last year. But finishing second was not the princess cut, long a mainstay at No. 2, but the oval.
Oval diamonds accounted for 10 percent of clicks on the DiamondLink platform, just edging out the princess cut at 9.5 percent.
In fourth place was the cushion cut, with 8 percent of clicks.
Fetanat said he was surprised to see oval finish ahead of the princess cut, making the same observation I did when reviewing the report—that the princess cut has been No. 2 in the United States for years.
Personally, I am glad to see a bit of shake-up in the market.
I love ovals as well as a
Editors' Picks
Sponsored by
few of the other less popular cuts that finished lower on GemFind’s list: the emerald (6 percent), pear (6 percent) and marquise (less than 5 percent), and it’s nice to see consumers discovering fancy shapes too.
When we did our 50 Jewelers/50 States series last year, a number of jewelers told us the popularity of oval engagement rings was on the rise among their customers, including David Iler at Alchemy Jeweler in Portland, Oregon; the Broyles of Calvin Broyles Jewelers in West Virginia; and Karen Goracke at Borsheims in Omaha, Nebraska.
Iler said oval “seems to be the new standard.”
Interest in ovals is also up on social media site Pinterest.
Additionally, De Beers, which is always a good barometer for gauging trends, has been putting more emphasis on fancy shapes.
The company’s Forevermark diamond brand expanded outside round brilliants two years ago, and one of my favorite designers, Jade Trau, introduced a Forevermark-exclusive collection built around fancy shapes late last year.
Fetanat said going forward, the company plans to release click-based quarterly trends reports. It is currently working on the report for the first quarter of 2018.
GemFind has additional data for 2017 that examines trends in jewelry overall, including most popular price point, time of year for searches, and categories (rings, necklaces, bracelets, etc.). I will be writing about that in separate blog post in the near future.
What do you think of the diamond data shared above? Does it match what you sell in your store? Feel free to let me know in the comments below.
When we did our 50 Jewelers/50 States series last year, a number of jewelers told us the popularity of oval engagement rings was on the rise among their customers, including David Iler at Alchemy Jeweler in Portland, Oregon; the Broyles of Calvin Broyles Jewelers in West Virginia; and Karen Goracke at Borsheims in Omaha, Nebraska.
Iler said oval “seems to be the new standard.”
Interest in ovals is also up on social media site Pinterest.
Additionally, De Beers, which is always a good barometer for gauging trends, has been putting more emphasis on fancy shapes.
The company’s Forevermark diamond brand expanded outside round brilliants two years ago, and one of my favorite designers, Jade Trau, introduced a Forevermark-exclusive collection built around fancy shapes late last year.
Fetanat said going forward, the company plans to release click-based quarterly trends reports. It is currently working on the report for the first quarter of 2018.
GemFind has additional data for 2017 that examines trends in jewelry overall, including most popular price point, time of year for searches, and categories (rings, necklaces, bracelets, etc.). I will be writing about that in separate blog post in the near future.
What do you think of the diamond data shared above? Does it match what you sell in your store? Feel free to let me know in the comments below.
More on Editors
The Latest
SurveysMay 01, 2024
Consumer Confidence Falls in AprilConcerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
TrendsMay 01, 2024
Amanda’s Style File: All Eyes on EmeraldsMay’s birthstone is beloved for its rich green hue and its versatility.
Brought to you by
Rio’s Reimagined Podcast: For the Love of JewelersMeet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
SourcingMay 01, 2024
Opsydia Names New Sales and Marketing Director Jacqui Larsson joins Opsydia with nearly two decades of experience in the industry.
Weekly QuizApr 26, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
CrimeMay 01, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
CollectionsApr 30, 2024
12 Otherworldly Pieces From Tiffany & Co.’s 2024 Blue BookThe “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
MajorsApr 30, 2024
Zales Celebrates 100 Years With New CampaignThe brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
MajorsApr 30, 2024
Platinum Guild International Appoints New CEOTim Schlick has been promoted from his previous position as COO.
Events & AwardsApr 30, 2024
Canadian Jewellers Association Brings Back the Summit It’s the second year for the event, slated to take place in October in Toronto.
Recorded WebinarsApr 29, 2024
Watch: Diamond Identification and Evaluation - How to Protect your BusinessSupplier Spotlight Sponsored by GIA
SourcingApr 29, 2024
De Beers to Move Auction HQ from Singapore to BotswanaSales will be paused while the relocation takes place over the next few months.
CollectionsApr 29, 2024
Simone I. Smith Mixes Denim and Diamonds in New Collection“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.
IndependentsApr 29, 2024
Venus Jewelers Relocating After 45 YearsThe retailer is moving to a newly designed space in the same shopping center.
SurveysApr 29, 2024
Mother’s Day Jewelry Spending to Reach $7B, Says NRFGifts that are unique and thoughtful are top of mind this year, according to the annual survey.
CollectionsApr 26, 2024
Piece of the Week: Jacquie Aiche’s Starry Galaxy NecklaceThe necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
Events & AwardsApr 26, 2024
AGS Conclave and GIA Symposium Are ConvergingThe two organizations will host a joint event, “Converge,” in September 2025.
SourcingApr 26, 2024
Anglo American Reportedly Shopping De Beers as BHP Eyes Anglo Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
Events & AwardsApr 25, 2024
Alexis Padis Takes Over as AGS Board President Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
WatchesApr 25, 2024
Audemars Piguet and John Mayer Partner on Limited Edition WatchThe Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
SourcingApr 25, 2024
De Beers Lowers Production Guidance for 2024The announcement came as the company reported a 23 percent drop in production in Q1.
MajorsApr 25, 2024
Detroit Lions’ QB Jared Goff Keeps Going to JaredThe three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ CollectionInspired by the Roman goddess of love, the designer looked to the sea for her new collection.
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
Events & AwardsApr 24, 2024
JCK Industry Fund Announces 2024 Grant RecipientsThe selected nine organizations have outlined their plans for the funds.
