TRENDS: How Gen Z Are Shopping For Diamonds in 2024

Trend Report from China on Gen Z Shopping Habits

With a report published on the industry trends and forecasting site Jing Daily, we look to China and the trends emerging from Gen Z jewellery shoppers.

Here are the key takeaways from the article:

1. Diamonds more about personal reward, less about commitment

A trend is emerging indicating a cultural shift towards independent luxury purchases. This trend challenges the traditional view of diamonds as symbols of commitment, positioning them instead as personal rewards or investments.

 2. Design is KEY

Product design significantly influences their purchase decisions, with more than 30% prioritizing aesthetics. Diamonds are increasingly seen as symbols of personal achievement and style, with a notable preference for everyday wear.

 3. Quiet Luxury: Quality over Quantity

Personalized services and bespoke pieces epitomize the essence of quiet luxury, reinforcing diamonds’ timeless value.

The full report is extremely comprehensive and goes into great detail about diamond buying trends internationally.

Click below to download and read

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