Diamonds have stood as one of the most desired gemstones among women for many years. But what do millennials have to say about it?
In our post today, we want to further explore the mentality of a generation that today has become the focus of many large brands.
For starters, some questions come to mind like: Do you like diamonds? Do you prefer quality or quantity? Do you value the authenticity of the stone? We hope to clear up any doubts.
What do millennials think about diamonds?
According to a study by the Diamond Producers Association (DPA), 90% of women of the millennial generation fully opt for authenticity when dealing with a luxury product. In the case of diamonds, they have it clear, they prefer real rather than synthetic.
In addition, 94% affirm that quality precedes quantity, that is, they prefer a solitary engagement with a smaller diamond and with an excellent quality; than one large diamond without the same shine. And not only that, 75% believe that diamond jewellery is a long-term investment, so it seems that the consumption of diamonds could continue to grow.
This data is taken from a survey of 1000 women belonging to the millennial generation and currently between 18 and 35 years of age. The Association in charge of this study, is formed by industry giants such as De Beers, Rio Tinto or Alrosa, which was formed in the face of the threat in the rise of synthetic diamond production and consumption.
If anything is clear, it is that these studies are very useful in helping to understand the preferences of future consumers and deciphering how the trends of this market move.