A joint study of the Sokolov jewelry brand and the A2:Research analytical agency, quoted by Rough & Polished, found that every tenth Russian considers the purchase of jewelry with diamonds and diamonds as an investment, “since stones practically do not lose in price.”
It found that Russians spend an average of 16,118 rubles (around $260) on jewelry with precious stones.
In addition, the study found that for 68% of Russians, jewelry with precious stones is a sign of status. 16% noted that such jewelry looks expensive and beautiful, and 5% said it “is a way to attract attention to themselves.”
Most importantly, “more than half of Russians want to see diamonds in jewelry if they buy it for themselves,” according to the study. 32% of respondents are ready to give jewelry with precious stones to friends or relatives. At the same time, 38% of respondents said “that it is not customary to wear expensive jewelry in their environment.” In addition, half the respondents said that “jewelry with precious stones is worn only by adults.”
Lastly, according to the study, “most Russians prefer cubic zirconia, because in appearance they do not differ from precious stones, but are inexpensive.”
