Headlines 53M Americans to Buy Diamonds Between Thanksgiving and Valentine’s Day The Diamond Producers Association released a new survey. Published 2 years ago on December 3, 2018 By INSTORE Staff Share Tweet NEW YORK — More than 53 million Americans — 21 percent — plan to purchase a diamond between Thanksgiving and Valentine’s Day, a new survey released by the Diamond Producers Association and KRC Research found. Of Americans who plan to buy a diamond, more than 20 million plan to buy a diamond engagement ring. Jimmy Degroot Video: How to Smooth Out the Chaos in Your Jewelry Store and Create Harmony Instead Jim Ackerman Video: Don’t Be Afraid to Run Multiple Jewelry Marketing Promotions at Once Jim Ackerman Video: How to Spend Your Jewelry-Business Advertising Budget the Right Way The survey found that there is 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.” According to a DPA press release, 44 percent of diamond purchasers “were unaware of the significant differences in value, rarity, physical growth structure and origin between natural diamonds and laboratory-created stones.” However, according to DPA, 71 percent became more likely to buy a natural diamond over a laboratory-created diamond as they learned the differences. Advertisement According to DPA, these are the key differences: Natural diamonds are 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 percent) 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. According to DPA, key facts that influence purchasing decisions include: The diamond industry supports 10 million jobs around the world and contributes $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 percent of diamonds on the market are certified conflict-free through the Kimberley Process. Conducted Nov. 5-7 by KRC Research, the survey assessed a nationally representative population of over 1,000 U.S adults aged 18 and over. Related Topics: Diamond Producers AssociationdiamondsLatest News Top click to Comment(Comment) Up Next Optimism Rules As Jewelers Enter Holiday Season Don't Miss 166-Year-Old Jewelry Store Closes Its Doors Continue Reading Advertisement SPONSORED VIDEO Wilkerson Testimonials A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. 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