JOIN USDiamond giant De Beers, in its diamond acquisition study, has found out that the elite prefer diamonds over yellow metal jewellery.
The study involved over 40,000 women across major cities in the country. The objective of the study was to understand diamond buying behaviour of the Indian consumer in tier 1, 2 and 3 cities in the year 2014.
Explaining the findings, Sachin Jain, president Forevermark India, a diamond brand under the De Beers Group, said that the study has also revealed a marked shift in the preferences of working women who are more into simple jewellery that matches their individuality.
“Through the fourth edition of the three-day Forevermark Forum, we want to focus on improved design and technology for the making of diamond jewellery in the coming years,” Jain added.
Stephen Lussier, CEO, Forevermark, stressed the need to tackle future challenges of the diamond industry said that his company is working on setting up several diamond mines from Canada to South Africa, to meet the demand for high quality diamonds that match the trend for best looking diamonds.
The event saw attendance from 110 Indian and 15 foreign diamond jewellery retailers. The forum also showcased the technology used to mark diamonds with the Forevermark series number.