Professional Jeweler Archive: Study: Consumers Favor Rings with Multiple Diamonds

July 2004

Diamonds/News


Study: Consumers Favor Rings with Multiple Diamonds

White diamonds remain at the top of the list


Nearly half of consumers already engaged but not yet married bought a ring with a center and side stones, according to a study conducted in March by the Jewelry Consumer Opinion Council of MVI Marketing, Paso Robles, CA. Only 35% opted for a traditional solitaire, with six-prong, four-prong and cathedral settings popular. Forty percent chose channel-set and baguette and princess-cut accents, while 10% preferred pavé and 5% opted for three-stone styling.

Though the majority of respondents in this category chose a diamond center, fewer than 5% opted for color – with blue and pink sapphires the top choices.

Round is the leading cut for center stones, accounting for over two-fifths of the total, followed by marquise for almost 30%, and princess and square cuts combined for nearly 18%. Yellow gold in 14k was the most popular metal for more than 50%, platinum ranked second and two-tone white and yellow gold followed.

The study, conducted March 23 through April 1, asked 2,472 consumers about their buying habits with a focus on bridal. For a copy of the full report, including general jewelry-buying habits and economic confidence levels, visit jcoc.info or contact MVI Marketing at (805) 239-2994, ext.101, or mhurwitz@mvimarketing.com.

Copyright © 2004 by Bond Communications