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MillennialsChoosingLab-CreatedDiamonds
U.S.MillennialJewelryConsumerResearchStudyReport
26May2016
ConsumerResearchConductedbyMVIMarkeFngLtd.ResearchandDevelopmentforLuxuryConsumerGoods
31May2016 2
Methodology
TheConsumerResearchStudywasdeployedMay2-4,2016andcompletedby650U.S.consumerswhopurchasedorreceivedagiPoffinejewelrywithinthepast12months.Thisstudywascompletedby66%females/33%males,agerangingfrom21to35,allwithincomeof$75,000orhigher.
AllcontentiscopyrightMVIMarkeFngLtd.
31May2016 3
Whichofthesetermshaveyouheardof?(Selectallthatapply)
64%60%
45% 42% 41% 41%36%
32% 29%
17%
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Diamonds are mined out of the ground like other gemstones. It takes carbon billions of years deep within the earth under extreme heat and pressure to form diamonds. Diamonds came close enough to the surface for us to find through massive volcanic activity millions of years ago. Diamonds naturally come in different colors such as yellow, blue, brown, pink and the most popular, clear or colorless white. In recent years a few companies have perfected processes to ‘create’ the same carbon diamonds in laboratories within a few months. These stones are cut just like mined diamonds and can be set in jewelry. There is no way to distinguish between natural mined and lab-created diamonds without using special jewelers equipment. These stones are not plastic, glass or crystal such as CZ (cubic zirconia), Moissanite, or other non-carbon based synthetics.
ConsumerProductStatement–Lab-CreatedDiamonds
Nowthatyouunderstandwhatlab-createddiamondsare,whatdoyouthinkofthem?
(Selectallthatapply)
56%
44%
34%
13%
2% 2%
Iwouldliketoknowmore
Iwouldhavetoseetheminperson
Iwouldbuythemifthepricewasless
thenmineddiamonds
IhopethediamondsIhavenowarenotlab-createdandIdon’t
knowit
NowIdefinitelywon'tbuydiamondjewelrybecauseIwouldn'tknowifitisareal
diamond
I'mnotinterestedindiamondsatall
531May2016
Ifyouwereshoppingforanengagementring,wouldyouconsiderlab-createddiamonds
forthecenterstone?
55%
24%
21%
Yes No Notsure
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Doyouthinktheseman-madelab-createdstonesshouldbecalleddiamonds?
65%
32%
2%
Yes,becausetheyaremadewiththesamecarboningredientasnatural
diamonds,butgrowfasterinalab
No,theyarenotrealdiamonds
No,forotherreasonsREASONS GIVEN: I'm unsure, Id have to see them and compare. There's nothing like what grows in nature They are not the true definition of a diamond They need to be classified as man made because they aren’t real Not without a qualifier saying it\s lab made They tend to be misleading
31May2016 7
Whatisthemainreasonyouareinterestedinlab-createddiamonds?
25% 24%
18%16%
11%
7%
ThelessdestrucFveminingthathappens,
thebe^er
Theyarenotblooddiamond(usedin
war-tornareasoftheworld)
Mineddiamondscosttoomuch
IamNOTinterestedinlab-createddiamonds
Icangetabiggerlab-createddiamondfor
lessmoney
Noonecantelltheyarenotmined,sowhynotbuythem
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Howmuchdoyouthinklab-createddiamondsshouldsellforcomparedtomineddiamonds?
9%
22%
43%
9%
8%
9%
10%less
11-20%less
21–30%less
10%more
11-20%more
21-30%more
31May2016 9
WhichdescripHonbestfitsthesetypesofdiamonds?
15%
18%
30%
37%
Lab-GrownDiamonds
Eco-friendlyDiamonds
Man-MadeDiamonds
Lab-CreatedDiamonds
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31May2016 11
Fine jewelry shopping preference and history.
Haveyoupurchased,orwereyouwithsomeoneelsewhopurchased,FINEjewelrythatcostover
$150fromafinejewelryretailstoreordepartmentstorewithinthepast2years?
87%
13%
Yes–IpurchasedFineJewelry
Yes–Iwaswithsomeonewhomadeapurchase
1231May2016
Fromwhichretailer(s)doyouprefertopurchasefinejewelryorrequestitasagiS?(Selectallthatapply)
13%
13%
13%
14%
14%
18%
23%
28%
32%
33%
33%
35%
38%
ShoppingClub(e.g.Costco,Sam’sClub)
Walmart
BlueNile.com
NeimanMarcus
JCPenney
Veryhigh-endjewelers(Bulgari,CarFer,HarryWinston)
Jared,TheGalleriaofJewelry
Macy’s
HelzbergDiamonds
Localindependentfinejewelryretailer
Zales
KayJewelers
Tiffany&Company
Other:WebsiteonlyRetailer12%,GordonJewelers11%,Saks5thAve11%,ShaneJewelers11%,Others10%orunder
31May2016
31May2016 14
Wasthejewelryyoupurchasedorhelpedotherstopurchaseanengagementring
and/orweddingring(s)?
49%30%
21%
Yes
No
Yes–alongwithotherfinejewelry
31May2016 15
Onaverage,howmuchdoyouspendonapieceoffinejewelryotherthanengagement/weddingrings?
6%
15%
22%
11%13%
11%9%
7%5%
Under$150
$151-$250
$251-$500
$501-$750
$751-$1,000
$1,001-$1,500
$1,501-$2,000
$2,001-$4,000
Over$4,000
31May2016 16
Howdoyouselecttheretailer(s)youshoporvisitbeforemakingafinejewelrypurchase?(Selectallthatapply)
45%
35% 32% 32% 30% 30%23% 23%
14% 14%
31May2016 17
Howdoyouresearchjewelryretailers?(Selectallthatapply)
37%32% 31% 30%
25% 23% 21%18% 16% 14%
Gender
33%
66%
Male
Female
Demographics
42%
43%
15% 21-25
26-30
31-35
AgeGroup
43%
27%
13% 16%
$75,000to
$99,999
$100,000to
$124,999
$125,000to
$149,999
$150,000ormore
MaritalStatus56%
23%12% 6% 4%
AnnualHHI
31May2016 18
CONTACTMVI:
LizChatelain
MVIMarkeFngLtd.(MVI)herebydisclaimsallwarranFesrelatedtothisreport.Specifically,thisreportisprovided“asis”and“asavailable.”Tothemaximumextentpermi^edbylaw,MVIexpresslydisclaimsanyandallwarranFes,expressedorimplied,regardingthisreport,including,butnotlimitedto,anyimpliedwarranFesofmerchantability,fitnessforaparFcularpurpose,ornon-infringement.MVIdoesnotwarrantthatthereportwillmeetyourrequirementsorthatthereportwillbecompleteanderrorfree.TheinformaFoninMVIreportsmaycontainerrors,omissions,problemsorotherlimitaFons.MVIandouraffiliatedparFeshavenoliabilitywhatsoeverforyouruseofanyinformaFoninourreports.
31May2016 19