According to De Beers, there is an increase in the number of women who buy a jewel for themselves. And, moreover, women want … ♦ ︎
Things that everyone should know, especially those who sell (but also buy) jewels. Diamond jewelry, for example. De Beers, the largest name in the market for diamonds, stones and jewelery, has studied what are and what will be the trends of its customers in the world. And it has come to a conclusion: women are increasingly buying a jewel with diamonds, without waiting for someone to give it to them. The more women work, the more they have financial resources, and, moreover, displaying a jewel is no longer just the sign of being desired, but also a demonstration of power. In short, the world changes and jewels have to adjust.
De Beers summarized the trends in seven points. Here they are.
The Usa shines more. The world’s leading diamond jewelry market in 2016 was that of the United States. In the big American country almost half of all diamonds in the world are sold (sales amounted to $ 41 billion). In short, thinking that China is the best market is a mistake. It is also worthy of an economy that for some years is growing, of course.
Women dance on their own. As mentioned, the number of women who buy diamond jewelry for themselves is increasing. In 2005, De Beers explains, jewelry purchased by women (excluding engagement rings) in the US accounted for 23%. In 2011 it had already risen to 24%, in 2013 to 27% and in 2015 it reached 33%. In short, a woman on three buy diamond ring or earrings on their own.
Empower women. Attention: Women who buy jewels are on the rise, but also those who tell their partners what they want. Even when they do not buy, in short, they are the real motor of shopping. Always according to the search for the diamonds giant, women influence the decision to buy jewels in 42% of cases. Almost half the jewelry they receive, in short, was strongly recommended by them.
Married or resigned? Who has a husband, perhaps, receives less gift jewels. This canexplaines that married women buy more jewels of diamonds for themselves than the single. For the record, a married woman tends to buy more than others a ring, followed by earrings. Nostalgia of when she was single? Who knows.
The price more of all. Women are used to spending. And, therefore, are attentive to the most men’s prices. Even for jewels, it is the idea of ending a good deal what attracts them most. If there is a diamond, it is understood.
Impulsives. According to De Beers, women are price conscious, but also impulsive. Most jewelery is bought on impulse of the moment, though perhaps they did first an internet search (maybe on gioiellis.com pages). 72% of American women, for example, do an online search before buying a jewel. Visits to a boutique, instead, are much less used, only 23%
Too much stress. According to De Beers’s survey, purchasing a jewel is for those who spend the money, in a very serious, almost stressful experience. It would be better if those who buy a jewel had more fun. How not to agree? Cosimo Muzzano