EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
SurveysDec 07, 2020
PGI Asks Consumers: What Is (Modern) Love?
A new survey yields insights into engagement ring preferences, how modern jewelry advertising should look and more.
According to a recent survey, 65 percent of today’s consumers prefer a natural diamond as a center stone, and one out of five look for platinum styles. Pictured here is a diamond and platinum engagement ring set from Pompos Jewelry Corporation ($102,150).
New York—Platinum Guild International USA wants to know: What is (modern) love?
A recent study fielded by 360 Market Reach on behalf of the organization asked 1,000 fine jewelry buyers this open-ended question in September.
Across demographics, participants had largely positive connotations with the term “modern love,” and two clear themes emerged from their answers.
Modern love symbolizes inclusiveness and equality, and it adheres to the timeless nature of true love.
For many respondents, love in the modern age is best reflected in the mantra taken up by many—“love is love.”
Almost half of survey-takers feel love doesn’t discriminate when it comes to sexual preference, gender or ethnicity but is, rather, “an equal, shared partnership between two people.”
Fifty-one percent of Gen Zers agreed with the sentiment, followed by 49 percent of millennials, 46 percent of baby boomers, and 38 percent of Gen Xers.
Interestingly, 53 percent of both Gen Z and baby boomers feel that a modern relationship does not follow traditional gender roles or expectations. Forty-eight percent of millennials and 45 percent of Gen X felt the same.
To support these consumer beliefs, jewelry advertising and social media should aim to be both inclusive and timeless, PGI advised, featuring, for example, same-sex and multiracial couples.
The survey results also showed that 47 percent of baby boomers feel modern love doesn’t require a couple be married to show a lifelong commitment, as opposed to 37 percent of Gen Xers, millennials and Gen Zers.
And only 16 percent of both millennial and Gen X survey-takers and 11 percent of both Gen Zers and baby boomers indicated they think modern love has to include more traditional symbols of commitment like engagement rings and wedding bands.
For those who did think an engagement ring is a must-have, the survey asked them about their preferences.
The main point of consistency among those consumers is a natural diamond for the main stone; 65 percent of survey-takers said they wanted one, versus the 6 percent who indicated they wanted lab-grown diamonds.
For metals, 27 percent indicated they prefer white gold, followed by 24 percent for yellow gold, 21 percent for platinum, and 12 percent for rose gold.
When narrowing down the respondents’ pool to millennial and Gen Z women only, the number who prefer a lab-grown diamond increases slightly. Sixty-three percent indicated they’d prefer a natural diamond, versus 9 percent who want a lab-grown diamond.
Editors' Picks
Sponsored by
Among that same group, metal preferences broke down to 38 percent for white gold, 22 percent for rose gold, 12 percent for platinum, and 10 percent for yellow gold.
The PGI/360 Market Reach survey also asked those who were already engaged or married, or indicated they were getting engaged soon, about their “wish list” for resources to help with the buying process. Diamond buying and cost guides were the most universally selected choices.
Younger generations are also interested in information about ring sizing, questions to ask before buying, and how to make sure they’re picking a ring their partner will love.
The survey also asked those who indicated they had purchased fine jewelry within the past two years who they bought for, and 59 percent said it was for a significant other or spouse.
Fifty percent also said they had purchased a piece for themselves, though the breakdown shows that number jumps to 63 percent for just Gen Z, 49 percent for millennials, 47 percent for Gen X, and 44 percent for baby boomers.
Forty-three percent of fine jewelry buyers said the inspiration for their purchase came from looking on jewelry retailers’ websites.
This was followed by visiting jewelry stores (41 percent), websites for stores that sell jewelry and other items (39 percent), going to a store that sells jewelry and other items (33 percent), and visiting websites for high-end/designer brands (30 percent).
The PGI/360 Market Reach survey also asked those who were already engaged or married, or indicated they were getting engaged soon, about their “wish list” for resources to help with the buying process. Diamond buying and cost guides were the most universally selected choices.
Younger generations are also interested in information about ring sizing, questions to ask before buying, and how to make sure they’re picking a ring their partner will love.
The survey also asked those who indicated they had purchased fine jewelry within the past two years who they bought for, and 59 percent said it was for a significant other or spouse.
Fifty percent also said they had purchased a piece for themselves, though the breakdown shows that number jumps to 63 percent for just Gen Z, 49 percent for millennials, 47 percent for Gen X, and 44 percent for baby boomers.
Forty-three percent of fine jewelry buyers said the inspiration for their purchase came from looking on jewelry retailers’ websites.
This was followed by visiting jewelry stores (41 percent), websites for stores that sell jewelry and other items (39 percent), going to a store that sells jewelry and other items (33 percent), and visiting websites for high-end/designer brands (30 percent).
More on Surveys
The Latest
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Weekly QuizJan 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
SourcingJan 15, 2026
Nearly 42-Carat Blue Diamond Discovered in South AfricaPetra Diamonds unearthed the 41.82-carat, Type IIb blue diamond at the Cullinan Mine.
CollectionsJan 14, 2026
Marie Lichtenberg Lassos Leather for New BraceletsThe brand is trading its colorful fabric cords for Italian leather in its “Lasso” baby locket bracelets.
TechnologyJan 14, 2026
“My Next Question” Enters Its Podcast Era National Jeweler and Jewelers of America’s popular webinar series is evolving in 2026.
MajorsJan 14, 2026
Saks Files for Bankruptcy, Names New CEOThe department store chain owes millions to creditors like David Yurman, Roberto Coin, Kering, and LVMH.
CollectionsJan 14, 2026
Boucheron Names Colman Domingo as Brand AmbassadorThe award-winning actor’s visionary approach and creativity echo the spirit of Boucheron, the brand said.
IndependentsJan 14, 2026
Kansas Jeweler Wins 2025 ‘Wag’ AwardEdge Retail Academy honored Burnell’s Fine Jewelry in Wichita, Kansas, with its annual award for business excellence.
ColumnistsJan 13, 2026
2025 Was a ‘Price Up, Units Down’ Year, Here’s What That Signals for 2026 In a market defined by more selective consumers, Sherry Smith shares why execution will be independent jewelers’ key to growth this year.
IndependentsJan 13, 2026
Orr’s Jewelers Opens New Location in Pittsburgh’s Strip DistrictThe family-owned jeweler’s new space is in a former wholesale produce market.
CrimeJan 13, 2026
Alleged Getaway Driver Charged in Florida Jewelry Store RobberyIvel Sanchez Rivera, 52, has been arrested and charged in connection with the armed robbery of Tio Jewelers in Cape Coral, Florida.
SourcingJan 13, 2026
Rio Grande To Offer Calibrated Diamond MeleeThe supplier’s online program allows customers to search and buy calibrated natural and lab-grown diamond melee, including in fancy shapes.
Events & AwardsJan 13, 2026
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
EditorsJan 12, 2026
Platinum, White Gold Rule the 2026 Golden GlobesAssociate Editor Natalie Francisco highlights her favorite jewelry moments from the Golden Globes, and they are (mostly) white hot.
GradingJan 12, 2026
Peter Yantzer, Former Executive Director of AGS Labs, Dies at 77 Yantzer is remembered for the profound influence he had on diamond cut grading as well as his contagious smile and quick wit.
MajorsJan 12, 2026
These 14 Macy’s Locations Will Close This YearThe store closures are part of the retailer’s “Bold New Chapter” turnaround plan.
MajorsJan 12, 2026
Jewelers Mutual Acquires AI-Powered Event Insurance ProgramThrough EventGuard, the company will offer event liability and cancellation insurance, including wedding coverage.
MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
