Awareness of Negative Mined Diamond Issues Grows
Consumers Seem Comfortable Purchasing Created Diamond Alternatives
January 12, 2010 04:00 PM Eastern Time
PASO ROBLES, Calif.--(EON: Enhanced Online News)--MVI Marketing Ltd.’s consumer research division, Jewelry Consumer
(JCOC) today announced the results of its research study entitled:
Consumer Perceptions of Created Diamond Alternatives
The JCOC conducted this study between the dates of December 26, 2009 and December 31, 2009 and 1,478 JCOC panel memb
The study report points to some significant findings:
There continues to be a very high awareness level, among respondents to this study, of the negative issues and challenges faced by t
industry. Since becoming aware of the issues related to mined diamonds, a majority of respondents have taken actions that may cau
their purchasing of mined diamonds including:
l 11% report they have decided not to purchase or request mined diamond jewelry
l 8% report they have decided not to give mined diamond jewelry as a gift
l 18% report they have told family and friends about the issues
l 16% report when they look for jewelry they look for created diamond alternatives
“Clearly consumers are becoming more aware of the challenges faced in the mining of diamonds,” said MVI’s CEO, Marty Hurwitz
the report, and adds, “it is only natural for the consumer to consider man made alternatives if their concerns about those challenges
In answering the question:
If you had to choose between a style of jewelry with mined diamond or a style of jewelry with a created diamond alternativ
stones sizes were of equal size and brilliance, which would you choose?
Respondents were divided equally 50%-50%.
When price was added into the above question with the qualifier: and both styles were of equal PRICE, which would you choos
Sixty percent of respondents reported they would choose the mined diamond and 40% the created diamond alternative.
A series of progressive price comparisons presented to respondents yielded an i