September 18, 2006
JCOC Surveys Consumers on GIA Symposium Topics
A research study by the Jewelry Consumer Opinion Council (JCOC) revealed that consumers are largely uneducated on most of the topics of concern in the jewelry industry, including synthetic diamonds and gemstone treatments, though many are increasingly becoming aware of the "blood diamonds" issue.
JCOC conducted the research with its American and Canadian consumer panels in parallel to the Gemological Institute of America (GIA) Symposium, where the various topics were discussed.
In the survey, 29% of respondents had heard of "blood diamonds." The survey showed that the majority of respondents believed "blood diamonds" held significant consequence for the jewelry industry. About 50% said the country of origin of a diamond or gemstone was important, while the other half did not. Many respondents said they would not buy diamonds or gemstones depending upon their country of origin, and 54% said they would pay more for a diamond if they knew where it was mined.
The survey also showed that 44% of respondents prefer to purchase their jewelry from a local, independent retail jewelry store, while 33% cited reputation for quality as the foremost factor in making the decision to purchase fine jewelry.
The entire report is available as a free download at www.jcoc.info.