More and more female customers like colorful jewelry
As one of the world's top luxury brands of colored gemstones, Gemfields' business spans exploration, mining and marketing. And has opened up a world-leading complete channel from ore to emeralds circulating in the international market.
Gemfields conducted this survey to measure the size of the market and better understand consumers' opinions on the price of precious stones. Participants in the survey are 4000 consumers between the ages of 21 and 64 who have purchased jewelry in the past two years.
For this survey, Gemfields sales and marketing director Sally Morrison told the media: “When we steadily provide colored precious stones to the United States, we must accurately grasp the market situation and its potential.”
The results of this investigation are as follows:
1. In the past 2 years, about 31% of American women have bought jewelry containing rubies, emeralds or sapphires.
2. In the past two years, about 41% of women aged 18 to 30 received jewelry containing rubies, emeralds or sapphires.
3. The 18 to 30-year-old generation uses social media and mobile devices to learn about jewelry almost twice as much as the non-generation.
4. 43% of women have colored gemstone jewelry, and wear ruby, emerald or sapphire jewelry every day; and 24% of women wear it at least once a week. (Only 7% said they would wear jewelry on special occasions.)
5. In the past two years, about 38% of American consumers who bought colored gemstone jewelry purchased two. (About 15% buy 3 pieces, 10% buy 4 pieces or more) Color and clarity have become more important purchase conditions than carat weight, and the place of origin of the gemstone is a smaller purchase factor.
6. Among American consumers who have bought colored gemstone jewelry in the past two years, two-thirds of wealthy households (income of more than 100,000 US dollars) said that they might buy again next year.