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US diamond consumers: self-purchase and non-bridal demand
Image · De Beers GroupDe Beers presents findings from a study of 18,500 US women aged 18–74. Its research examines generational differences, natural-diamond purchases and the large role of non-bridal occasions, alongside separate independent-retailer sales data.
What the report says
De Beers’ study covers 18,500 US women and examines natural-diamond purchasing across generations, self-purchase and non-bridal occasions. Consumer survey findings and independent-retailer sales data come from different samples.
JEWEL DAILY perspective
Our reading: birthdays, graduation, work milestones and daily styling may call for different dimensions, wearing frequency and budgets. Reusing a bridal display with a new slogan does not necessarily address those needs.
Do not extrapolate a US female sample to all global buyers. Compare findings from a natural-diamond producer with your own enquiries, fittings and transactions to understand the reasons your customers actually purchase.
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