DPA: 21% of Amer­i­cans Plan to Buy a Di­a­mond Be­tween Thanks­giv­ing & Valen­tine’s

Solitaire - - CONTENTS -

The Di­a­mond Pro­duc­ers As­so­ci­a­tion (DPA) and KRC Re­search re­leased the find­ings of a new sur­vey which states that over 53 mil­lion Amer­i­cans (21%) plan to pur­chase a di­a­mond be­tween Thanks­giv­ing (Novem­ber 22nd, 2018) and Valen­tine’s Day (Fe­bru­ary 14th, 2019). Ac­cord­ing to the re­port, men and mil­len­ni­als are most likely to pur­chase di­a­monds this hol­i­day sea­son. Of the Amer­i­cans who plan to buy a di­a­mond, more than 20 mil­lion plan to buy a di­a­mond en­gage­ment ring.

The sur­vey con­firmed that there is clear con­fu­sion among di­a­mond pur­chasers about the dif­fer­ences be­tween nat­u­ral di­a­monds and lab­o­ra­tory-cre­ated di­a­monds, in­clud­ing dif­fer­ences in value, rar­ity, phys­i­cal growth struc­ture and ori­gin.

“Di­a­monds shine es­pe­cially bright this year,” said gem­mol­o­gist and di­a­mond ex­pert Grant Mob­ley. “Con­sumers, es­pe­cially mil­len­ni­als, are seek­ing ways to share authen­tic, emo­tional and last­ing sym­bols of love with the spe­cial peo­ple in their lives.”

But Mob­ley warned that the ar­rival of syn­thetic or lab-grown di­a­monds can cause con­fu­sion among con­sumers at the jew­ellery counter. He urged di­a­mond shop­pers to do their home­work, so that they can en­sure they are con­fi­dently buy­ing a nat­u­ral di­a­mond.

Nearly half of di­a­mond pur­chasers (44%) were un­aware of the sig­nif­i­cant dif­fer­ences in value, rar­ity, phys­i­cal growth struc­ture and ori­gin be­tween nat­u­ral di­a­monds and lab­o­ra­tory-cre­ated stones. How­ever, more than seven

in ten (71%) be­came more likely to buy a nat­u­ral di­a­mond over a lab­o­ra­tory-cre­ated di­a­mond as they learned the dif­fer­ences.

The key dif­fer­ences be­tween nat­u­ral di­a­monds and lab­o­ra­to­rycre­ated di­a­monds in­clude: • Nat­u­ral di­a­monds are sig­nif­i­cantly more valu­able than lab­o­ra­tory-cre­ated di­a­monds. • Each nat­u­ral di­a­mond is rare be­cause it is unique and authen­tic; lab­o­ra­tory-cre­ated di­a­monds are not rare be­cause they can be made in un­lim­ited quan­ti­ties. • Nat­u­ral di­a­monds can take mil­lions or even bil­lions of years to be cre­ated in the earth; lab­o­ra­tory-cre­ated di­a­monds are typ­i­cally made in two weeks. • Nat­u­ral di­a­monds and lab­o­ra­tory-cre­ated di­a­monds have eas­ily de­tectable dif­fer­ences in their phys­i­cal growth struc­tures.

The sur­vey found that three­quar­ters (78%) of Amer­i­cans are more likely to con­sider pur­chas­ing a nat­u­ral di­a­mond once they learn of the pos­i­tive so­cial, eco­nomic and wildlife con­ser­va­tion im­pacts of the di­a­mond in­dus­try. Key facts that in­flu­ence pur­chas­ing de­ci­sions in­clude: • The di­a­mond in­dus­try sup­ports 10 mil­lion jobs around the world and con­trib­utes $8.4 bil­lion a year to African economies. • In­vest­ments by the di­a­mond in­dus­try pro­tect vul­ner­a­ble wildlife around the world, in­clud­ing thou­sands of cari­bou, griz­zly bears, and ele­phants. • 99.8% of di­a­monds on the mar­ket are cer­ti­fied con­flict­free through the Kim­ber­ley Process (KP).

Con­ducted from Novem­ber 5th-7th by KRC Re­search, the sur­vey as­sessed a na­tion­ally rep­re­sen­ta­tive pop­u­la­tion of over 1,000 US adults aged 18 and above. The new sur­vey adds to a body of cred­i­ble and sta­tis­ti­cally sig­nif­i­cant sur­veys con­ducted by the DPA. This re­search un­der­pins the steady de­mand for di­a­monds, ap­pre­ci­a­tion for the pos­i­tive im­pact of the di­a­mond in­dus­try, and the need for trans­parency about the dif­fer­ences be­tween nat­u­ral di­a­monds and lab­o­ra­to­ry­made di­a­monds.

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