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Diamonds are increasingly finding favour among a younger generation of buyers who purchase diamond jewellery for themselves or as a gift, revealed the Natural Diamond Council (NDC).
According to a survey – commissioned by NDC and conducted online by 360 Market Reach in October 2020 – of 5,000 respondents, Americans aged 18 to 39 place diamond jewellery high on their shopping lists even during the pandemic.
The study was conducted to better understand the desirability of diamond jewellery among, and perceived values and shopping habits of, American millennial (aged 25 to 39) and Generation Z (aged 18 to 24) buyers.
These consumer groups collectively account...
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