One in Four Consumers Aware of Conflict Diamonds, Says Study


July 30, 2003

One in Four Consumers Aware of Conflict Diamonds, Says Study

In a study of the Jewelry Consumer Opinion Council in July 2003, 26% of consumers said they are aware of the term conflict diamonds, representing an increase among this group. This is a jump from 16% who said they were aware of conflict diamonds in December 2002, 9% in May 2001 and 7% in October 2000.

"Conflict diamonds are clearly an important and growing issue for the jewelry trade," says Martin J. Hurwitz, CEO of MVI Marketing, Ltd., creators of JCOC. "In just over two-and-a-half years, consumer awareness of conflict diamonds – or 'blood diamonds' – has grown 271%. That means one out of four consumers may base their next diamond purchase decision on diamond origins or ask probing questions about diamond origin certification."

JCOC is a sampling panel of jewelry consumers throughout North America representing all ages, genders, income levels, buying categories and geographic regions, all accessible via e-mail.






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