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I N FOCUS :
CHANG I NG CONSUMER
PRE F ERENCES AND THE
GROWTH OF BRANDS
I N THE UN I TED STATES
AND CH I NA
The diamond dream is very much alive. The physical
attributes that diamond jewellery consumers are
drawn to – the sparkle and beauty of diamonds –
are accompanied by emotional associations of love
and promise, prestige, mystique, tradition and a
sense of the eternal. Diamonds continue to be seen
as an emotional symbol and a store of value.
However, the diamond industry cannot afford to
take this situation for granted, especially when
the consumer landscape is changing so rapidly.
This ‘In Focus’ section provides an insight into
the changes in two of the world’s most important
diamond consumer markets: the US, the world’s
largest, and China, the world’s fastest growing.
The results shown here are drawn from extensive
consumer research commissioned by De Beers. In its
most recent survey, the research covered over 20,000
women in the US (nationally representative) and
over 10,000 women in China (representative of 123
Tier 1, 2 and 3 cities).