In any given year, 38 million Americans will buy fine jewelry or watches, and most of them will make more than one purchase. They’re most likely to shop at an independent store like yours, and nearly a third of those buying diamond jewelry are willing to spend more than $1,000. By strong margins, they prefer to see prices displayed and they want to be informed of enhancements. Most of them don’t feel confident buying expensive jewelry. Surprisingly, few of them think that shopping for jewelry is much fun. These are among the many fascinating findings from what may be the first survey of its kind—a nationwide study of consumers who made jewelry or watch purchases of $100 or more over a year-long period. Commissioned by JCK, the study—based on in-depth telephone interviews—was designed to provide a statistical portrait of the country’s jewelry-buying population.* Among othe