Consumers have changed, and so has the way they buy diamonds. However, this evolution of the average customer doesn’t necessarily mean that long-standing practices like diamond grading reports have aged out of the market.
“The demand for transparency and detailed information is at an all-time high,” reports Angelo Palmieri, president of the Gem Certification & Assurance Lab (GCAL) by Sarine. “Consumers want to know more, not less, especially when it comes to significant purchases…. They’re looking for confidence and comfort in their decisions.”
‘An added layer of trust’
This link between diamond certificates and purchasing confidence is something New York-based engagement-ring specialist The Clear Cut has noted as well. Its clients “feel very strongly” about having a certificate from the Gemological Institute of America (GIA), because it highlights “the quality and value of what they are purchasing,” says Olivia Landau, The Clear Cut’s chief executive. “A certificate is more important than ever before, because most of our Gen Z and millennial clients purchase virtually, so the certificate provides an added layer of trust.”
Over in Massachusetts, the eponymous founder of Chris Ploof Designs says his customers “love having a certificate, especially the younger ones,” because it validates their purchase. “It’s almost like what a certificate of authenticity does for a collector of sport or film memorabilia.”
Others, however, are more reserved. While customers of New York-based jewelry manufacturer Purity Jewelry USA ask for reports, they also want to “know more about the reputation of the certificate provider,” says president Divij Kothari. This suggests a level of skepticism among shoppers. And diamantaire Anita Bhandari, founder of Aarkish Diamonds in Toronto, Canada, finds that customers are only motivated to secure certificates “so they can compare their diamonds with a friend’s, colleague’s or family member’s piece of jewelry.”
The role of digital
Although it would be easy to presume that younger generations are interested solely in digital reports for their diamonds, this isn’t strictly true.
“While digital certificates are becoming increasingly pivotal, the role of printed certificates is far from obsolete,” says Palmieri. “A substantial percentage of customers still prefer having the physical document in hand.” He points to a recent experience with a “major client” that initially opted for digital-only certificates, only to find that its customers consistently requested a paper copy.
Richard Pesqueira agrees. As vice president of global market development at the GIA, he says the institute has seen no “generational shift in preferences for printed or digital” grading reports. “What is most important to all consumers is more the report information and the trust they have in it, rather than the format.”
That said, with generations being raised on interactive apps and fast-paced video content, there’s an incentive to make grading reports more engaging.
“We’ve been enhancing our digital certificates to offer a comprehensive, interactive experience,” Palmieri says. The GCAL by Sarine 8X digital certificate, for example, contains 360-degree videos plus a visual analysis of fire and scintillation. However, Palmieri is quick to put this innovation into context: “It’s crucial to acknowledge that while digital tools like QR codes enhance accessibility and engagement, they are conduits to the grading report, not replacements.”
The traceability angle
If diamond grading reports instill confidence in shoppers, and digital editions make this confidence more accessible, the next step is to meet the consumer on sustainability, transparency and traceability concerns.
Gen Z and millennial consumers are “looking for even more reassurance from the certificate,” especially regarding origin, according to Tobias Kormind, managing director of online European jeweler 77 Diamonds. “I foresee diamond origin becoming as important as the 4Cs. Having a digital passport for each diamond would be the way to go to really put emphasis on diamond traceability. ‘Country of origin’ may well be considered the fifth ‘C’ in the coming years.”
Palmieri views this as part of an industry-wide trend toward demand for “more detailed and verifiable information,” which will ultimately change what a grading report can and should offer. “Consumers want more than just a certificate; they want a full narrative of their diamond’s journey and qualities, and [GCAL is] at the forefront of providing this depth of information.”
Image: A grading report. (The Gem Certification & Assurance Lab (GCAL) by Sarine)
This article is from RDI Diamond’s Welcome to the Future special report. View other articles from the supplement here.
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