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Consumers will likely buy holiday gifts that they deem “authentic” in terms of material, origin or history, and these include natural diamond jewellery, a new consumer survey showed.
The study, “Consumer Preference for Authenticity and Naturalness,” released by Yale University professor and psychologist Dr. George E. Newman, revealed that authenticity is central to the value of a gift and gives the most joy to recipients. The study surveyed a total of 10,664 US adults, aged 18 and older, about authenticity and gifting in April, October and November this year. The results were published by the Diamond Producers Association (DPA) in its website.
“In today’s online...
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