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GROWTH IS LIKELY ACROSS ALL THREE ROUTES TO
DIAMOND OWNERSHIP
As described above, the bridal segment in China is
important today not only for commercial reasons
but also because of the important role it plays in the
consumer’s introduction to the diamond category.
There are three main routes into the diamond
jewellery category for the Chinese consumer (see
Fig. 47). By far the most common of these is falling
in love and getting married (the ‘Love route’).
Typically, a diamond solitaire ring is acquired as part
of an engagement or marriage celebration; later
on, earrings or necklaces may be given as further
expressions of love.
Major milestones in life such as birthdays and
wedding anniversaries form the second most
important route into the category for Chinese
consumers (the ‘Milestone route’). Younger
consumers, in particular, often receive their first
piece of diamond jewellery as a gift for a special
occasion from their parents or boyfriend.
Finally, there is the ‘Spoiling route’: receiving or
buying their first diamond jewellery piece (usually
earrings or a bracelet) as a treat. In 2013, 18 per cent of
Chinese consumers bought diamond jewellery for ‘no
specific occasion’ and 24 per cent of diamond jewellery
was self-purchased rather than received as a gift.
FIG. 46:
PENETRATION OF BRIDAL DIAMOND
JEWELLERY
Source: De Beers
Peak
year
?
2012
48
1994
1
1990
80
1940
10
50 YEARS
1995
77
1965
3
Peak
30 YEARS
18 YEARS
Peak
Peak
US
JAPAN
… ANDNOW CHINA
Per cent
Source: De Beers
F I G . 4 7 :
CH I NESE WOMEN ’ S MA I N ACQU I S I T I ON ROUTES
The Love route starts with the
diamond ring, typically acquired
for engagement or marriage
celebration
The diamond is used as a symbol
of true love and promise
It is often chosen together with the
purchaser
Less likely to be motivated by price
Love
route
Around
50%
First acquisition is a solitaire
pendant acquired to celebrate a
personal milestone
The diamond represents success
and achievement
Likely to be a gift from a
boyfriend, spouse or parent
Quick decision (few days –
22 per cent) or even unplanned
(36 per cent)
Milestone
route
Around
23%
First acquisition is earrings or
bracelet
The diamond is ornamental,
attracting compliments
More likely that this is a nice
treat, acquired as a present from
a boyfriend
Recipients are younger and have
more say in choosing the item
Spoiling
route
Around
16%
of all journeys
of all journeys
of all journeys