26 / 90
23
Source: De Beers
F I G . 8 :
SEASONAL I TY OF CONSUMER D I AMOND JEWELLERY ( DJ )
ACQU I S I T I ONS BY MA I N MARKET
US
30
20
10
0
5
15
25
35
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
China
India
US
INDIA
CHINA
Engagements
Valentine’s
Day
Mother’s
Day
Wedding season
Thanks-
giving
Engagements
Christmas
New Year
Wedding season
Chinese
New Year
Diwali/Wedding
season
Golden
Week
Chinese
Valentine’s
Day
Golden
Week
Monthly distribution of DJ acquisitions, per cent