According to Rappaport, the bible of the jeweler and the stones merchants, demand of engagement and wedding diamond jewelry, is stronger than ever. Yes, because earrings, bracelets, necklaces and diamonds have become the main engine of growth in a market that extends well beyond the yes day: they are also anniversary gifts., These era the results from two reaserch conducted separately in the United States by De Beers and The Knot, a website of wedding services, which have come to the same conclusions and of course the conditions are not comparable to the Italian territory, but some issues are very interesting.
The right offer. «The groom has so many anxieties for this purchase if you can find a jeweler you can trust, the relationship can last very long»,says Rebecca Dolgin, chief editor and vice president of XO Group, which publishes The Knot. A commonplace comment? Surprisingly, out of approximately 14 thousand brides and grooms 1,700 surveyed, only half said that their jeweler did some follow up after the purchase of their engagement ring. A missed opportunity for Dolgin. Also because this is the esieast target to get to: «You know who they are, that they’re going to spend money and that they want a diamond», adds Stephen Lussier, Ceo of De Beers Forevermark brand. In fact, the mining group, has estimated that about 80% of wedding rings today contain a diamond, while about 20% of women are buying a piece of diamond jewelry before marriage. Of course, the engagement ring represents the majority of the revenues for bridal jewelry. And in the last ten years, the average ticket increased by 40%, while the content-carat rose by 60%.
Surprise matters. But some things do not change: the bride’s desire to be surprised, and the concern that the husband or boyfriend knows how to choose the right ring. If he counts especially for getting the most value for money, she is especially interested in the shape of the stone and the frame. It inquires looking at newspapers and the Internet, influenced by fashion and celebrities.
The most chosen. The diamonds more used are round brilliant cut, and then oval, emerald and cushion cut, the average size is 1.1 carats, because the tendency is not to save money on the ring of a lifetime. So, while spending for marriage varies by income, the ring has an average cross. Another aspect to be considered is that in an industry that sees the peak of the Christmas sales, the segment bride remains a constant throughout the year. In short, there is always someone who makes the big step and if a positive relationship is established, it is likely that the jeweler to acquire a regular customer for future anniversaries and other occasions. Divorce permitting.
