Diamond Jewelry Sales Up in 2002

March 25, 2003

Diamond Jewelry Sales Up in 2002

The Diamond Information Center reports a 5% increase in retail diamond sales in 2002 over the previous year. "Americans are still choosing to make heartfelt statements to their loved ones through diamond jewelry, despite the soft economy and the overall insecure mood of our country," says Richard Lennox, director in charge of the diamond group at J. Walter Thompson, where the DIC is based.

The U.S. diamond jewelry market grew to $27.4 billion in 2002, and constitutes nearly 50% of global diamond jewelry sales. DIC says transactions of diamond jewelry sales grew 11% last year. Average ticketed prices are down by 5%.

Diamond engagement rings were strongest, and DIC says this category can be considered a "cultural imperative." It says 84% of brides acquire diamond engagement rings. The average retail price for engagement rings has remained steady at $2,400. The three-stone diamond jewelry category grew by 74%. This category is still considered in its infancy; it has been heavily promoted by DIC in recent years. Three-stone diamond rings now account for two of every 10 diamond jewelry purchases, DIC says.

The 2002 Christmas season was better than DIC expected. Lennox credits an increase in diamond advertising spend by members of the diamond industry, and pointed to growth in the development of diamond brands and new marketing programs.

"These marketing endeavors once again helped propel the diamond jewelry category to outperform other products in the overall jewelry sector last year," he says. Lennox is optimistic about the near future. "As the diamond industry continues to tap new opportunities, build momentum behind proven ideas, further establish quality programs and enhance core product categories, we are confident that the diamond jewelry market will continue to perform well in 2003," he says.

by Robert Weldon, G.G.

Sign me up for