Consumers Want Ethically Sourced Diamonds in 2013

Story telling is the hot new trend in designer jewellery as

more and more consumers care about where their gems come from and how they are sourced.

The JCK Jewellery Show in Las Vegas, held between 31st May – 3rd June has been an eye opening event which revealed what diamond shoppers are looking for in their diamond rings and precious gem jewellery. Executives from the world’s leading diamond corporations opened discussions about ethical sourcing, urging retailers to make this their number one focus for this year.

2013 has seen a huge shift in the promotion of the 4 Cs and focus on typical diamond grading which has led the diamond market for many years. According to consumer research, buyers are interested in the story of a diamond first and foremost, followed by the colour, cut, clarity and carat.

The Classic Four Cs or Story Telling Diamonds?

Whilst the 4 Cs are still important to diamond consumers, retailers shouldn’t rely on these factors alone to bring their products to market. Products sold for colour, cut, clarity and carat can easily enter into price wars with competitors whilst ethical sourcing gives diamond collections a unique selling position and a great story.

Renowned diamond specialists, such as Gems.tv, are now offering diamond collections which excel in both quality and value for money, as well as ensuring that each diamond is in line with the Kimberly Process to be sourced and produced as ethically as possible.

“Each Diamond set into our rings has been ethically sourced in line with the Kimberly Process. Our GIA qualified Gemologist and qualified Diamond grader Matt Bennett, works to ensure that we offer great value in all of our pieces.” – Gems.tv

Stunning collections such as Gems TV's diamond cluster rings collection, the Engagement rings collection or the Platinum collection, all offer the promise of being ethically sourced as well as great value.

Gems.tv

Steve Bennett, the founder of Gems.tv (The Genuine Gemstone Company) and his dedicated team are passionate about providing consumers with a choice of ethically sourced jewellery which also excels in value for money against competitors.

The Kimberley Process which the company adheres to for all their sourced gems, is a Certification Scheme which helps to prevent conflict diamonds. Under the terms, all participating companies are able to certify shipments of rough diamonds as ‘conflict free. In addition to this, Gems.tv also support the Colour Life Foundation and numerous health and education initiatives in Africa.

After the The JCK Las Vegas Jewellery Show, which launched last month, it is now apparent that more companies need to follow a similar path to Gems.tv.

2013 Diamond Jewellery Trends

Unlike fashion where trends come and go, fine jewellery trends can often be stable for many years. Although it’s clear that the consumer market is currently geared towards storytelling, ethical sourcing is a serious matter that should not be treated just as a trend.

As more and more consumers become educated in conflict diamonds, it is imperative that diamond retailers see this, not as a trend, but a necessity for launching product to market.