Diamonds Are a Guy's Best Friend, & Gal Self-Purchases on the Rise.

PASO ROBLES, Calif. -- With U.S. diamond jewelry sales reaching $31.5 billion last year, it's no surprise that a vast majority, some 83 percent of 3,161 consumers, own diamond jewelry, according to a June Omnibus Study conducted by the Jewelry Consumer Opinion Council (JCOC). What is surprising, however, is that more than half of the almost 500 men surveyed own diamond jewelry, with over half of them willing to buy more for themselves (up 23 percent over a September 2004 JCOC study).

Another telling fact is that women are not waiting for the men in their lives to buy them diamonds. Of the nearly 90 percent of female respondents who say they own diamond jewelry, almost 70 percent have purchased it for themselves in the past (up five percent over the same September 2004 JCOC study), and more than 80 percent are willing to buy more for themselves in the future. These stats are consistent with a February study on self-purchases that show buying fine jewelry for oneself is no longer an extravagance, with over 70 percent of 3,391 consumers surveyed (more than 80 percent female) open to purchasing fine jewelry for themselves, diamonds being the favored gemstone.

Self-purchases for women and men in general remain strong. Of the nearly 12 percent of total respondents in June who plan on buying diamond jewelry in the next six months, more than 70 percent are expected to be self-purchases. Nearly 20 percent would likely buy diamond stud earrings, right-hand rings and other diamond fashion rings for themselves.

Just over 50 percent say they have purchased diamond jewelry for an engagement or wedding, while Christmas was cited by over 31 percent, and birthdays by nearly 40 percent as the ideal occasion to buy diamonds. More than half need no special occasion or reason for their purchases. Rings are the most prominent category of diamond jewelry owned by respondents in the study -- including engagement, wedding, fashion, and right-hand rings. Nearly 58 percent own a pair of diamond stud earrings, and 36 percent own a different style of diamond earrings. While over a quarter have a diamond tennis bracelet. Yellow and white gold are the leading metal choices for diamond jewelry.

Price, style, design, and quality are the most important attributes when shopping for diamond jewelry. Over half of respondents rate a laboratory-grading certificate as somewhat to extremely important, but the overwhelming majority, 84 percent, believe the name of the laboratory is unimportant. More than half see a diamond with a laboratory certificate as more valuable than one without. Consumers are indifferent about diamond brands. The most common price range for past and future diamond jewelry purchases among both men and women is $501-$1,000, with national chain and independent jewelers the most popular shopping venues.

The majority of respondents rate their knowledge of diamond jewelry as neither poor nor outstanding. Among consumer misconceptions is a belief that the term "treated" means "laboratory-made," and that natural diamonds do not come in any colors other than white or clear.

"Recent JCOC studies show opportunity for retail growth in men's diamond jewelry, as well as diamond jewelry self-purchases for both genders," explains Destini Gillham, Market Research Manager for the JCOC. "Savvy retailers with merchandise that provides value in price and quality, and offers design and style, are positioned to make the sale. The importance of laboratory certificates is significant, while laboratory name and diamond brand are less critical." Gillham notes that education is still vital in the diamond-buying experience.

Whether a self or gift purchase, diamond jewelry remains an extremely popular choice across many different jewelry styles and price points, notes Gillham. Diamonds are expected to be a holiday favorite.

For full details of the study, including general jewelry-buying habits and economic confidence levels for the month of May, visit www.jcoc.info. The JCOC can provide custom research studies on a full range of jewelry topics, and can also be reached via email at [e-mail].

The Jewelry Consumer Opinion Council (JCOC) was founded in 2001 with the mission of providing MVI Marketing Ltd. clients with fast, efficient, effective and powerful market intelligence about their jewelry products and their respective end use consumers. The JCOC is an Internet-based, niche market research service exclusive to the gem and jewelry industries. The JCOC is made up of a sampling panel of consumers throughout North America representing all ages, genders, income levels, buying categories and geographic regions. Each year, the JCOC presents a series of industry studies that focus on a topic of special interest to the gem and jewelry industries.