Millennials and Gen-Z buy natural diamonds jewelry: NDC
NDC Research Report on Desirability of Diamonds among Gen-Z and Millennial Consumers unveiled! 96% of the cohort is active on social media! 72% of diamond jewelry purchases by female consumers! Natural Diamond Council conducted broad diamond desirability research through 360 Market Reach in the final quarter of 2020 among 5,000 respondents between the ages of 18-39. The analysis shows diamond jewelry leading as the most highly desired, and tangible luxury good overall (after being prompted with nine luxury items to choose from if money were not a concern). Vacations were the only luxury items ahead of diamond jewelry for both generations. Respondents also largely attribute their affinity for diamonds to uniqueness as 70% agree natural diamonds are “one of a kind.” Another area of value for respondents was the symbolism diamonds carry for love and connection. Both Millennials and Gen-Z buy natural diamonds jewelry for themselves and others as gifts. One in five respondents had ma