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IN FOCUS

“Today nearly half the workforce is comprised of women… Do you know what that means? That means women aren’t waiting around for men to give them little boxes! They’re buying them for themselves. And they are wearing those statement pieces and handbags and shoes like the Olympic medals that they are. They’ve been earned. And when you earn something, you prize it, you delight in it, you savor it.”

ANNE FULENWIDER
EDITOR IN CHIEF, MARIE CLAIRE1

1. Speaking at the Accessories Council’s award ceremony when she received the ACE Media award on behalf of Marie Claire in 2016.


THE CHANGING FACE OF THE FEMALE CONSUMER

Demand from women represents more than 90 per cent of all diamond jewellery sales around the world. This means their opinions and interests are of paramount importance to any business in the diamond sector.

As symbols of longevity, eternity and strength, diamonds have been inextricably linked to love for decades. It’s therefore no surprise that more than half of all women’s diamond jewellery acquisitions are related to bridal occasions or given as gifts of love (Fig. 1).

While this will remain the primary motivation for diamond jewellery purchases, it is clear that women’s roles in the workplace and in society are changing. As a result, their views on what it means to be feminine are adjusting and transforming, opening up new opportunities for diamond jewellery acquisition.

In this section, we look in depth at three trends that demonstrate the changing ways in which women are participating in society. We consider how these are affecting their behaviour as consumers of diamond jewellery, both globally and in the world’s four leading diamond consumer nations (the US, China, Japan and India). And we explore how emerging female consumer trends interact with longstanding traditions and beliefs to create further growth potential.

FIG. 1: MAIN SEGMENTS IN THE WOMEN’S DIAMOND JEWELLERY SECTOR IN THE THREE LEADING CONSUMER COUNTRIES – US, CHINA AND JAPAN 2014–2016 (DIAMOND JEWELLERY VALUE SHARES)

1. Total demand in the three leading countries for diamond jewellery represents 67 per cent of global demand.
2. Some figures may not add up to 100 per cent due to rounding
Source: De Beers-commissioned diamond acquisition studies in US, China and Japan, 2014–2016.
As the leading company in the diamond industry, De Beers examines and reviews social trends that affect global diamond demand, using primary and secondary sources.