57 / 90
54
These trends reflect, in part, the impact of the
economic downturn experienced by married and
single women in the US:
Married women in households most affected by
economic pressures exited the category while
those who acquired received more expensive
pieces on average.
Single women continued to acquire pieces but at
lower prices on average.
FINE JEWELLERY IS FACING STRONG COMPETITION FROM
OTHER CATEGORIES
It is clear that, as the US economy recovers from the
financial crisis, the new consumer landscape holds
both challenges and promise for diamond jewellery.
First of all, fine jewellery is facing strong competition
from other luxury and experiential categories. In
2013, fine jewellery was not among the top five on the
list of gifts that US women would most like to receive,
ranking behind holidays (foreign and domestic),
electronics, home furnishings and spa days. Among
young people (aged 18-34), the desirability of fine
jewellery ranked below branded luxury products such
as designer handbags and clothing. However, diamonds
were still the most popular choice for fine jewellery for
all age segments; in fact, diamonds were almost three
times more popular than any other type of jewellery.
F I G . 3 3 :
BREAKDOWN OF WOMEN ' S D I AMOND JEWELLERY SHARE BY
SEGMENT I N THE UN I TED STATES
Source: De Beers
50
35
12
Married
Women
(MWDJ)
Single
Women
(SWDJ)
DWB
i
DER
Pieces
3
+6.2
-0.6
-0.3
55
13
28
Value
4
+8.1
-0.6
-8.8
US$3,700
US$600
US$1,400
SHARE CHANGES VS 2007
Percentage points
SHARE CHANGES VS 2007
Percentage points
AVERAGE PRICE
Paid in 2013
-5.3
+1.4
US$2,300
i
In 2013, diamond wedding band (DWB) defined as ring with a setting of diamonds in a single row, all about the same size
Per cent (by pieces and value)
BRIDAL
NON-BRIDAL
FIG. 34:
SHARE OF ADVERTISING VOICE IN THE
UNITED STATES
Source: Mindshare
2013
100
42
36
9
13
2007
100
39
30
10
21
Time pieces
Jewellery
Fashion
Electronics
Per cent