A recent survey by NielsenIQ (NIQ) shows that 80% of consumers plan to purchase natural diamond jewellery in 2025. The study, which included over 1,300 participants, also revealed that more than 90% of respondents intend to buy gifts this year.
Birthdays emerged as the top occasion for gift-giving, with 77% of respondents expressing a desire for natural diamond jewellery. Gifting remains a beloved tradition, particularly for birthdays (58%), anniversaries (40%), and holidays (31%). Natural diamonds are highly prized, with 89% of respondents considering them essential for jewellery.
The survey also highlighted that 93% of consumers plan to buy gifts for upcoming events in the next 12 months, while 87% are excited about receiving gifts. While partners and spouses remain the most common gift recipients (50%), a growing trend of self-gifting is on the rise, with 55% of consumers treating themselves.
Sparkling jewellery is the most popular gift choice, with 67% of respondents ranking it among their top three preferences, and 34% selecting it as their top choice. Other favoured options include travel (22%), fashion, accessories, and bags (20%), and electronics (14%). When it comes to receiving gifts, jewellery remains the most desired item (44%), ahead of travel (19%) and fashion (16%).
Rings, necklaces, earrings, and bracelets are the most sought-after jewellery items. For natural diamonds, the classic 4Cs—carat, colour, clarity, and cut—are the most important factors for 72% of consumers. Price (53%) and certification (49%) also play a significant role, while design (46%) and origin (31%) are additional considerations.
The report found that 40% of consumers rely on social media for information, and 81% plan to make their diamond purchases in physical stores.
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