Consumers Want Diamonds, Shopped Early, Says Study

December 17, 2003

Consumers Want Diamonds, Shopped Early, Says Study

The Jewelry Consumer Opinion Council's latest study says consumers want diamonds under the tree. Nine percent would like a diamond solitaire ring, 9% want a diamond right-hand ring and 8% hope for diamond stud earrings. The rapid ascension of right-hand rings on wish lists alongside basics such as solitaires and studs is attributed to the Diamond Trading Co.'s advertising for the category, says the JCOC report. JCOC is owned and operated by MVI Marketing Ltd., Paso Robles, CA. JCOC surveys are conducted by e-mail and query jewelry consumers across all demographics. This study was conducted from Black Friday, Nov. 28, through Dec. 5 and sampled 2,250 consumers.

Following diamonds, colored stone rings were desired by 6% of those studied, and another 6% have a hankering for a luxury watch. Five percent of respondents hope for an everyday watch, and another 5% want a diamond solitaire necklace.

Of those surveyed, 77% had already started their holiday shopping. When deciding where to shop, 42% of JCOC members consider competitive prices, followed by reputation (16%), large product selection (16%) and guarantees (11%).

Forty-two percent of respondents say they have purchased jewelry online over the past 12 months, says the study, but only 32% of those surveyed plan to purchase jewelry over the Web for the holiday.

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