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53 million US shoppers to buy diamonds this holiday season: DPA

Diamond Producers Association (DPA)

A new survey released by the Diamond Producers Association (DPA) and KRC Research found that over 53 million Americans (21 per cent) plan to purchase a diamond between Thanksgiving and Valentine’s Day, with men and millennials most likely to purchase these authentic symbols of love this holiday season. Of Americans who plan to buy a diamond, more than 20 million plan to buy a diamond engagement ring.

The survey confirmed that there is clear confusion among diamond purchasers about the differences between natural diamonds and laboratory-created diamonds, including differences in value, rarity, physical growth structure and origin.

“Diamonds shine especially bright this year,” said gemologist and diamond expert Grant Mobley. “Consumers, especially Millennials, are seeking ways to share authentic, emotional and lasting symbols of love with the special people in their lives.”

But Mobley warned that this year that the arrival of synthetic, or lab-created, diamonds can cause consumer confusion at the jewelry counter. He urged diamond shoppers to do their homework, so that they can ensure they are confidently buying a natural diamond.

Nearly half of diamond purchasers (44 per cent) were unaware of the significant differences in value, rarity, physical growth structure and origin between natural diamonds and laboratory-created stones. However, more than seven in 10 (71 per cent) became more likely to buy a natural diamond over a laboratory-created diamond as they learned the differences. The key differences between natural diamonds and laboratory-created diamonds include:

Natural diamonds are significantly more valuable than laboratory-created diamonds.

Each natural diamond is rare because it is unique and authentic; laboratory-created diamonds are not rare because they can be made in unlimited quantities.

Natural diamonds can take millions or even billions of years to be created in the earth; laboratory-created diamonds are typically made in two weeks.

Natural diamonds and laboratory-created diamonds have easily detectable differences in their physical growth structures.

The survey found that three-quarters (78 per cent) of Americans are more likely to consider purchasing a natural diamond once they learn of the positive social, economic and wildlife conservation impacts of the diamond industry. Key facts that influence purchasing decisions include:

The diamond industry supports 10 million jobs around the world and contributes US$ 8.4 billion a year to African economies.

Investments by the diamond industry protect vulnerable wildlife around the world, including thousands of caribou, grizzly bears, and elephants.

99.8 per cent of diamonds on the market are certified conflict free through the Kimberley Process.

Conducted between 5-7 November the survey assessed a nationally representative population of over 1,000 U.S adults aged 18 and over.

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