25% OF DIAMOND JEWELLERY SALES IN 2021 WERE MADE ONLINE




Online sales, branded diamonds, and female self-purchases all scored big gains in 2021, according to De Beers’ latest Diamond Insight Report.


– Branded diamond jewellery represented two-thirds of all diamond jewellery purchases in the United States in 2021, more than double the percentage in 2015. It also comprised almost 80% of all sales by value.


Younger consumers embraced branded diamonds more than their elders: 76% of diamond jewellery purchases by Gen Z consumers were branded, compared with 64% for Gen X and only 38% for baby boomers.


“What’s really interesting is, for the younger generation, the number self-reporting that they’re buying a brand is over 60%. What we’ve learned is people really want [their diamond jewellery] to be branded. Whether we consider it a brand or not, we found it very important to allow people to express their preference for brands.”


Full article and the source: https://www.jckonline.com/editorial-article/diamond-jewelry-sales-2021-online/