De Beers: Demand for Diamonds as Strong as Ever
Last week, De Beers launched its latest Global Sentiment Report, focusing on a survey of 2,800 people in the USA, China and India, IDEX Online reports. According to De Beers’ CEO Bruce Cleaver, the research “clearly demonstrates that consumer desire for diamonds is as strong as it has ever been”.
The report revealed that “sentiment was improving as consumers adjusted to the ‘new normal’ and were considering end of year purchases”. 60% of male respondents said that they mean to purchase diamond jewellery for a significant other during the upcoming holidays. In all markets, consumers said they are interest in “classic pieces, with simple solitaires the main preference”.
Cleaver, who gave a keynote address at the Luxury by JCK virtual forum, added: “While (the research) clearly demonstrates that consumer desire for diamonds is as strong as it has ever been, holiday communications to consumers should focus on the power of diamonds, as inherently beautiful miracles of nature, to convey emotional meaning, gratitude for loved ones and expressions of self-reward – all of which bring joy and positivity in a time when it is desperately needed”.