Editors

In the First Half of 2018, Consumers Searched For …

EditorsSep 04, 2018

In the First Half of 2018, Consumers Searched For …

Cushion-cut diamonds, for one, Editor-in-Chief Michelle Graff reports after digesting the latest data from GemFind.

20180904_diamond-blog-header.jpg
This diamond engagement ring from Picchiotti features a center stone that is popular in terms of shape (cushion cut, searched for by 11 percent of consumers); color (F, searched for by 14 percent of consumers); clarity (VS2, searched for by 19 percent of consumers); and size. The center stone is 5.26 carats; diamonds above 3 carats accounted for 11 percent of searches in the first six months of the year, ranking third behind 3/4-carat and 1-carat diamonds.

In April, I relayed the results of GemFind’s first annual report aggregating data from the jewelers’ websites that the company manages; the report told us what diamonds consumers were clicking on the most—though not necessarily buying—when browsing jewelry online.

GemFind President and CEO Alex Fetanat told me at the time that his technology company, which he founded in 1999, wanted to make a habit out of publishing these reports, providing the industry with consumer data regularly.

A few weeks ago, he reached out to share results from the semi-annual report for 2018, detailing clicks for the first six months of the year (Jan. 1 through June 30).

Below, I share five of the most interesting points from the report; the entire analysis can be viewed on the GemFind website.

1. The overall profile of the diamond most searched for by consumers didn’t change from 2017, which is not surprising.
According to GemFind, consumers looked for a 1-carat, round, G color diamond with VS2 clarity and a Gemological Institute of America grading report, which is pretty much the same diamond most consumers were looking for last year.

New for the semi-annual report, however, was the inclusion of consumer preference for cut grade, with excellent coming in first (65 percent) of searches for diamonds bigger than 0.25 carats, followed by very good at 19 percent and good at 9 percent.

2. After G, the most searched for diamond color was …
H at 15 percent, followed closely by F (14 percent) and I (13 percent). All told, 59 percent of diamond searches were for stones between F and I in color.

The two highest diamond color grades, D and E, were clicked on by 8 and 11 percent of consumers, respectively.

Fetanat said he was surprised to see I-color diamonds finishing ahead of both D and E but noted that, “I is definitely not the greatest color, but it’s more affordable.”

3. After VS2, the most searched for diamond clarity was …
SI1 and VS1 were tied as the second most searched for clarities, garnering 18 percent of searches in the first six months of the year, followed by SI2 at 15 percent, VVS2 at 10 percent and VVS1 at 8 percent.

Very few consumers were looking for diamonds that were internally flawless—IF diamonds accounted for 4 percent of searches—or at the other end of the clarity spectrum. Only

8 percent of consumers looked for I1 diamonds and 1 percent for I2 diamonds.

What this data tells Fetanat: For the most part, consumers are looking for eye-clean diamonds, meaning they don’t want a stone with visible flaws, but they don’t feel the need to pay money for a flawless diamond either.


In her latest Style File, Jewelers of America’s Amanda Gizzi reported on the growing popularity of marquise, pear, trillion and shield shapes in jewelry design. Online, however, consumers are still clicking on more round diamonds than anything else, with pear-shaped diamonds only accounting for 3 percent of searches and marquise, 2 percent.

4. There was a bit of a shift in shape searches.
As noted above, the most searched for diamond shape was round, with the classic cut accounting for nearly 50 percent of searches in the first six months of 2018.

In second place, however, was not the princess cut or even the oval, which leapfrogged the princess to become the second most searched for cut shape of 2017.

It was the cushion, accounting for 11 percent of searches, followed closely by oval at 10 percent and the princess at 9 percent. Together with round diamonds, these three shapes accounted for more than three-quarters of all cut shape searches in the first six months of the year.

Other searched for shapes were: Asscher (7 percent), emerald (5 percent), radiant (4 percent), pear (3 percent) and marquise (2 percent).

5. There is solid interest in diamonds larger than 3 carats.
In the first six months of 2018, 46 percent of diamond searches were for 1-carat (25 percent), 3/4-carat (12 percent) and 1 1/2-carat diamonds (9 percent), none of which is surprising. Most consumers go for a diamond that is 1 carat exactly, or just under or above the 1-carat mark.

However, the third most searched for size (after 1 carat and 3/4 carat) was 3 carats and above, searched for by 11 percent of consumers.

Fetanat noted a couple of plausible reasons for the percentage of large diamond searches, including an improving economy and consumers searching not for engagement diamonds but for stones to mark milestone anniversaries, such as 10 or 20 years.

I also threw out a possibility with which Fetanat agreed—some consumers could be searching for larger diamonds simply out of curiosity. They want to see how much it would cost to buy a 4-carat diamond, or see what a 5-carat stone would look like on their finger, much in the same way one might look to see what $5,000 a month in rent will get you in Brooklyn (answer: not as much as you might think).

Jewelers, what do you think of the results of GemFind’s 2018 semi-annual survey? Do they match what you see consumers inquiring about and buying in your stores?
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

Weekly QuizMar 21, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

Julia Roberts wearing a Chopard necklace
CollectionsMar 20, 2024
Julia Roberts Co-Designs New Chopard Jewelry Collection

“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."

Tanzanite white gold ring Jared
FinancialsMar 20, 2024
Signet’s Q4 Same-Store Sales Sink 10%

The jewelry giant also posted a double-digit drop in same-store sales for the full year.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy