Today’s customer needs an offer of something unique that others do not have

Oksana Senatorova is the publisher of the Jewelry Trade Navigator magazine and the founder of the Jewellery Business Academy.
She graduated from I. M. Sechenov Medical Academy and the Faculty of Psychology of Lomonosov Moscow State University...

09 january 2020

Inventories accumulated by De Beers, ALROSA to put ceiling on prices near-term even if demand substantially picks up – Zimnisky

As we are in the last month of 2019, it is prudent to examine what the diamond industry went through and the possible trajectory in the upcoming year. Industry expert, Paul Zimnisky spoke with Rough & Polished’s Mathew Nyaungwa to discuss this and other...

30 december 2019

Empowering customers and engaging more with our stakeholders is the new Mission

The unassuming Govindbhai Laljibhai Dholakia, Chairman, Shree Ramkrishna Exports Pvt Ltd (SRK) is not just an ace businessman but a noted philanthropist. He has contributed immensely to social welfare with special focus on education … a noteworthy...

23 december 2019

‘Dubai has proven to be a great port for diamond tenders’

Stargems, which was established by Shailesh Javeri in 1981, has been involved in the trading of rough diamonds and is now also into manufacturing, wholesaling, retailing, tendering of diamonds and diamond jewellery. Although, the company has operations...

16 december 2019

Our main role is to inspire consumers to consider diamonds - Jean-Marc Lieberherr

With over 25 years of experience in a variety of leadership positions across many geographies, functions and businesses, Jean-Marc Lieberherr has more than 10 years’ experience as a diamond industry leader, which includes as a Board member of the World...

09 december 2019

More women in the US buying diamond jewelry for themselves

10 january 2020

More and more women in the United States are buying diamond jewelry themselves, and the giants of the jewelry industry expect to turn a diamond into a feminist symbol, writes
A new marketing tactic for jewelry houses called "For Me, From Me" is designed to encourage women to buy themselves diamond jewelry on the occasion of a birthday, promotion or just for fun. 

Image credit: For me, from me

In the US, where the number of marriages fell by 3% between 2000 and 2017, the diamond is now positioned as a symbol of femininity or even feminism. "Women today are more likely to live alone, they care about others, and it is more convenient for them to spend money on their own and reinvest it... The "For Me, From Me" campaign is a very good example of how the brand gives them this permission," says Alexis De Salva, senior analyst at the British marketing company Mintel. 
According to the De Beers jewelry house, the number of women who themselves finance the purchase of an engagement ring has doubled between 2013 and 2017. At the same time, women spend more money on its acquisition than their male partners: on average, $4,400 (about 3,930 euros) against $3,300 (about 2,950 euros).
According to Tina Smith, owner of a jewelry store in Boston, women are willing to pay more for higher quality. "We found that the more actively women participate in the purchase of an engagement ring, the higher the cost and quality of this ring," she says.

Alex Shishlo, Editor of the Rough&Polished European Bureau