SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
SurveysAug 10, 2018
Study: 51 Percent of Millennial Women Buy Jewelry for Themselves
Some of their favorite brands include Tiffany, Pandora and Swarovski.
New York—Millennial women who purchase jewelry for themselves present a unique opportunity for luxury brands looking to reach Generation Y, a recent survey conducted by MVI Marketing shows.
A total of 1,001 women between the ages of 25 and 40 located in the United States and with a household income of $75,000 or higher completed the survey, which was conducted online between July 15-20. It focused on three product segments: jewelry, shoes and hotels.
MVI said the results of its study “reinforce reasons for optimism for luxury brands seeking an entry- level point with millennial consumers.”
In fact, MVI has named the consumer segment of the millennial female who purchases jewelry for herself “The Luxury Growth Demographic of Opportunity,” because they have a 30-year-plus spending cycle that’s just beginning, their brand attachments still are in the formative stage and their brand loyalty can be attained by factors like content engagement, style and adornment.
“You can see all the signs of a demographic segment that will be spending for themselves, and for gifts, in increasing numbers and escalating price points,” MVI President Liz Chatelain said.
More than 51 percent of respondents said they purchase jewelry for themselves.
Another 14 percent said they purchase it as a gift for their spouse/partner, 17 percent said they make jewelry purchases together, and 18 percent said their spouse or partner purchase jewelry for them.
When respondents were asked about their motivations for buying jewelry for themselves, the top reasons included being able to get exactly what they want; rewarding themselves for a milestone; “just because;” and commemorating a special memory or trip, among others.
The survey also asked what specific brands respondents owned or were most likely to purchase, and Tiffany & Co., Pandora and Swarovski came out on top. The list also included Alex and Ani, Gucci, Cartier and Tory Burch.
According to the study, nearly 91 percent of survey takers indicated they research a brand before buying it.
Though MVI has done a few other studies about female consumers who buy jewelry for themselves, this was the first time they asked respondents how likely they were to buy a lab-grown diamond.
Forty-three percent indicated they would maybe purchase a lab-grown diamond but don’t know much about them; 21 percent said they would probably purchase a lab-grown diamond as they learn more about them; and 13 percent indicated they were very
likely to buy a lab-grown diamond.
MVI also asked survey-takers about their preferred metal for jewelry, and the results were led by white metals: 35 percent said white gold, 17 percent said silver and 15 percent said platinum.
Thirteen percent of respondents indicated they preferred rose gold and 11 percent said yellow.
The remainder said they didn’t know or didn’t have a preference (6 percent) or preferred mixed-metal pieces (3 percent).
The survey also questioned respondents about preferred jewelry designs, and topping the list was diamond jewelry, followed by gemstone jewelry and platinum with diamonds.
MVI also asked survey-takers about their preferred metal for jewelry, and the results were led by white metals: 35 percent said white gold, 17 percent said silver and 15 percent said platinum.
Thirteen percent of respondents indicated they preferred rose gold and 11 percent said yellow.
The remainder said they didn’t know or didn’t have a preference (6 percent) or preferred mixed-metal pieces (3 percent).
The survey also questioned respondents about preferred jewelry designs, and topping the list was diamond jewelry, followed by gemstone jewelry and platinum with diamonds.
The Latest
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
Weekly QuizOct 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
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.
