Four-fifths of millennial woman see diamond jewelry as a long-term investment, according to a new survey by Kelton Research.
The poll was done for the Diamond Producers Association, the group doing “category-driving” campaigns for the natural diamond industry.
The poll of nearly 1,000 millennial women found that:
– Nearly 9 in 10 (89 percent) look for authenticity when buying luxury items such as diamonds.
– Ninety-four percent of high-earning millennials would prefer one more expensive, genuine item, over a lot of cheaper items.
– Eighty-five percent say they would be embarrassed owning a knock-off, especially for luxury items.
– Two out of three (66%) millennial women said they feel more confident wearing diamond jewelry.
“When evaluating luxury purchases, they seek items that are genuine, unique…not mass-produced, and have inherent meaning and value,” said Deborah Marquardt, chief marketing officer of the Diamond Producers Association, in a statement.
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