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Report: Consumers uneducated on jewelry hot topics

Author: Paso Robles, Calif. 9/19/2006 1:14:52 AM

When it comes to the top-of-mind issues in the jewelry industry today��from synthetic and conflict diamonds to gem treatments��consumers are largely uninformed, according to a real-time Jewelry Consumer Opinion Council (JCOC) study conducted last month during the 4th International Gemological Symposium.

The research, released Thursday, was conducted in response to trade requests and allowed analysis of consumer opinion as industry leaders met from Aug. 26-29 in San Diego. JCOC said 7,223 United States and Canadian panelists participated in the survey.

According to the research, consumers still have limited insight on issues like conflict diamonds. For instance, 29 percent said they'd heard of "blood" or "conflict" diamonds. However, JCOC reported there is more awareness compared to a study conducted in June. A majority of respondents believe the issue holds significant consequences for the jewelry industry. An equal number of consumers (17 percent) said the jewelers' reputation and a certificate from a third-party organization would give the greatest assurance that they are not buying conflict diamonds.

About half consumers cited "country of origin" as important. However, the survey showed many are unaware of where stones come from with 51 percent believing most diamonds are mined in South Africa (Canada was a distant second with 9 percent) and 65 percent saying they don't know where most colored gemstones are mined.

More than half of consumers, (58 percent) believe synthetic diamonds, another issue debated during symposium, are available to consumers. More than a third (37 percent) do not know man-made diamonds available. More than half (59 percent) believe diamond imitations like cubic zirconium (CZ) are the same as lab-created diamonds.

While 24 percent of consumers said they wouldn't consider purchasing a man-made diamond, 45 percent said they would.

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