Hong Kong consumers are eager to pamper themselves and their loved ones with meaningful gifts in 2025, with natural diamond jewellery topping their gift lists, a recent survey revealed.

Results of the study, which was commissioned by the De Beers Group and conducted by NielsenIQ (NIQ), showed that over 90 per cent of respondents intend to purchase a gift while 80 per cent indicate they will purchase natural diamond jewellery. The findings showed that birthdays are the top occasions to receive gifts and give gifts. In terms of gift choices, 77 per cent of respondents (out of 87 per cent who expect to receive any gifts) wish to receive natural diamond jewellery as a gift. 

Natural diamond allure

Notably, most respondents (89 per cent) emphasise that natural diamonds are essential for jewellery, whether as gifts or for personal enjoyment. The study also revealed that 93 per cent of consumers plan to purchase gifts for upcoming occasions in the coming 12 months, with 87 per cent looking forward to receiving gifts as well. Interestingly, while partners and spouses remain the primary recipients of gifts (50 per cent), a growing number of respondents (55 per cent) are embracing self-gifting. 

When it comes to preferred gifts, jewellery stands out: 67 per cent of respondents cited jewellery as one of their top three gifting preferences, with 34 per cent selecting it as their top choice. This was followed by travel (22 per cent), fashion, accessories, and bags (20 per cent), and electronics (14 per cent). 

The allure of jewellery is even stronger among those wish to receive gifts, with 44 per cent choosing it, surpassing travel (19 per cent) and fashion, accessories, and bags (16 per cent). 

Among the types of jewellery desired, preferences range from rings and necklaces to earrings and bracelets. When selecting their ideal natural diamonds, respondents prioritise several key criteria. The classic 4Cs (carat, colour, clarity and cut) are the top considerations for 72 per cent of consumers, followed by price 53 per cent and certification 49 per cent. Design and origin also play significant roles, with 46 per cent and 31 per cent of respondents considering these factors, respectively. 

The reasons for choosing natural diamonds reflect their intrinsic values, with 85 per cent considering natural diamonds to be "precious, rare, and naturally formed through time and nature," and 84 per cent viewing them as "one-of-a-kind." Additionally, 80 per cent appreciate that their value is sustained due to their rarity. 

Survey results also showed that 40 per cent of respondents indicate their main source of information about natural diamonds is social media. Regarding the purchase mode for diamond jewellery, 89 per cent of respondents will do research before making a purchase decision. Yet 81 per cent will make the purchase in a physical store. This indicates a combination of online and offline research, and offline buying behaviour among consumers. Meanwhile, 65 per cent agree that the research information obtained so far is sufficient. As far as gifting is concerned, it is clear that natural diamonds remain a top choice for consumers looking to celebrate and create lasting memories. 

The consumer survey, conducted by NIQ from October 29 to November 1, 2024, involved a total of 1,316 participants aged 18-54 through various online channels. Among the respondents, 20 per cent were male and 80 per cent were female, with the majority (76 per cent) being married, engaged, or in a relationship.