Natural Diamond Council Outlines Holiday Trends

RAPAPORT… The Natural Diamond Council (NDC) has identified four major trends that will shape consumer spending on jewelry this holiday season, the group revealed in a report published last week. 

“This season’s trends offer something for everyone, but are particularly appealing to young, first-time diamond buyers,” said Jill Newman, NDC’s editor-at-large. “It’s a modern, contemporary mix that we hope will inspire consumers to think outside the box when it comes to diamond jewelry.”

Diamonds set in bright, neon and pastel-colored enamel or ceramic was the first category named in the Holiday 2020 Trend Report. Personalized jewelry is also expected to be a popular, with consumers interested in pieces that have meaningful words or letters that allow them to express themselves. Jewelry that can be tied to emotion, such as the initials of your partner or child, is particularly important this holiday season, given the situation with the coronavirus pandemic, NDC noted.

Shoppers are also choosing statement earrings as a means of standing out when people are only seeing them over a computer screen, even wearing dressy pieces in casual settings, the report noted. The fourth trend anticipates a rise in engagement rings that are different than the norm, with rough, included and organic-looking stones gaining traction as consumers seek new ways to show their uniqueness, as well as their commitment.

NDC will share the trends with consumers through a series of dedicated features on its Only Natural Diamonds site, and via social media from the end of October until the first week of December.

“Now more than ever consumers are looking to express themselves and to commemorate their personal relationships in unique and meaningful ways,” said Kristina Buckley Kayel, managing director of the Natural Diamond Council for North America. “Natural diamond gifts offer the authenticity and lasting value shoppers are looking for, while being innately personal and representing one’s induvidual sense of style.”

Image: A woman wearing statement diamond earrings by Boucheron. (Natural Diamond Council)