Natural diamonds continue to hold a special place in the hearts of the French, combining tradition, emotion and the desire to pass on their heritage. To gain a better understanding of consumer expectations and market dynamics, Le Collectif Diamant, in collaboration with Ipsos, has unveiled an exclusive survey* of 1,000 French people from higher socio-economic categories.
The survey sheds valuable light on purchasing habits, perceptions and motivations related to natural diamonds in France, while highlighting the challenges and opportunities facing players in the sector.
A dynamic market rooted in tradition
According to the survey, 40% of respondents own a diamond while 33% purchased one in 2024. This purchase rate rises to 39% for men vs. 27% for women. The 25-34 age group is more likely to have bought a diamond recently, with 72% having acquired one in the last two years.
A gemstone loaded with symbolism and emotion
23% of purchases are motivated by a desire to make themselves or someone else happy. This trend is particularly marked among women aged 25-59, 41% of whom say they are buying for themselves. The main choice criteria are “overall beauty of the diamond” (first criterion cited), followed by diamond quality (carats, purity), which was a priority for 37% of recent buyers. Although a determining factor, price only comes third. Overall, the most affordable diamonds are the most popular: 62% of purchases are for diamonds under €5,000. However, 10% of men aged 25-34 are prepared to spend more than €10,000 on a diamond with even higher standards of weight, clarity and color.
Rings are the most popular type of jewelry at 66%, followed by pendants at 22%, earrings at 21% and necklaces at 17%. This breakdown of sales is similar to that observed in America via the NATURAL DIAMOND COUNCIL report on diamond consumption.
Challenges to be met to strengthen the appeal of natural diamonds
The main disincentives to purchase are price (cited by 62% of non-buyers), followed by lack of personal interest (18%) and fear of theft or assault (mentioned by 2% of respondents). Some buyers also express concern about the risk of buying a fake.
Enhancing the shopping experience
Independent jewelers remain the preferred purchasing channel for 50% of consumers, specifically because of the trust they inspire and the personalized buying experience. Large retailers and jewelry chains are perceived as lower quality and less immersive. The survey recommends improving assistance for buyers by promoting the transmission, rarity and authenticity of natural diamonds.
Le Collectif Diamant, committed to the future of natural diamonds
In the light of these findings, Le Collectif Diamant intends to pursue its commitment to promoting natural diamonds by focusing on the buying experience, enhancing expertise and providing educational support for consumers. The survey highlights significant growth potential, thanks in particular to changing expectations and purchasing behavior.
*Quantitative online survey of 1,000 French people, conducted from October 30 to November 6, 2024.
Source : UFBJOP
